Richard Frost

Embedded within the senior team to lead a full brand refresh, driving distinction, internal clarity, and stronger market resonance. Developed new brand architecture and audience segmentation strategy across B2B and DTC to support revenue diversification. Delivered a new brand positioning, voice, and cultural narrative, transforming Kitlocker from a transactional retailer into a purpose-driven platform for team identity, community, and expression. Created GTM strategies for key seasonal sports and partnered with internal teams to develop repeatable brand activation playbooks.

Global BFR performance brand startup. Led brand strategy and commercial growth from early-stage to globally recognised performance brand in elite sport. Defined the brand's core identity, led a complete rebrand across visual identity, packaging, and product language. Delivered 3x commercial revenue growth through brand-led marketing and strategic partnerships with NASA, Atlanta Falcons, Buffalo Bills, Manchester City, and Alpine F1. Built a science-led content and education strategy, increasing practitioner engagement and customer adoption; developed an organic athlete engagement model and 360° brand communications playbook.

Strategic brand consultancy for bold, purpose-led sport and lifestyle organisations. Founded a consultancy built to partner with brands, athletes, and organisations looking to turn clear strategic thinking into culture-shaping action. Delivered fractional brand leadership to scale-ups, start-ups, and rights holders, embedding within teams to drive clarity, momentum, and growth. Shaped corporate brand strategy, brand architecture, and go-to-market roadmaps; led projects across brand identity, narrative, partnership models, and campaign activations; built internal teams and connected clients to a trusted freelance collective for execution at pace.