Ex-Upgrade, Vulpine and British Cycling staff form new company

Cycling specialists from brands such as Upgrade Bikes, Vulpine and British Cycling have formed a new sports marketing agency called 4Seasoncollective.

The new agency, which is based in Darley Dale on the outskirts of the oldest national park in the country, will pool together advertising, PR and marketing strategy for clients in the UK and worldwide.

The company is led by Bruce Dalton, formerly of Upgrade Bikes and Kinesis UK, and has expanded in the New Year due to its growing list of clients. The team already consists of three other specialists, with many of the team already involved in the cycling industry. Eloise Adler, the 4Seasoncollective creative lead, has previously worked with Vulpine while Grace Lambert-Smith recently relocated from Manchester after a three-year career at British Cycling to take on the role of content and PR manager. Joining them is established photographer Jack Chavell and videographer Josh Brooks, both credited in many visual campaigns in recent times.

Having completed recent PR and video work for Wiggle’s kit brand dhb, 4Seasoncollective has been tasked with the marketing for Eroica Britannia and the soon-to-be re-launched SPIN Cycling Festival.

“We’re really fortunate to be in the surrounds of the Peak District with some incredibly talented people in the team; it means we’re able to propose a unique offering for clients who are keen to tell their story differently,” commented Dalton.

Dhb marketing manager Kirsty Smith added: “Bruce and the team’s passion is genuine, contagious and energising. It also meant that I could trust them to portray dhb in the correct way as we continue to build the brand – they totally got us.”

She added: “Their ability to draw the right people for the job together, and facilitate organised, productive and successful shoots means that I will be happy to work with them again. If someone’s willing to spend a day freezing in head-to-toe waterproofs on a Welsh mountain in order to deliver what they said they would – you’re onto a winner!”