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Who are the Brandwave Team

"We understand your target market, because we are your target market."

The Brandwave team come from a broad spectrum of sporting backgrounds, from enthusiastic amateurs to Olympic athletes. Whatever the brief, you can bet we've got some stories and experiences to draw upon for inspiration, providing a unique creative resource that you won’t find anywhere else.

We all share an unrelenting passion for sports. It's this that sets us apart and makes us unique, we can understand our client’s target market because we are their target market.

The Brandwave team:

Daniel Macaulay


Daniel is the Founder & CEO of Brandwave Marketing - one of the world's leading sports marketing consultancies and the chosen agency of many of the sports industry’s leading brands including Adidas, BMW, Scott, The North Face, Les Mills, INEOS, Wiggle, and Salomon.

With a lifetime spent teaching and competing in sport himself, Daniel is passionate believer in the power of sport as a catalyst for positive change on multiple levels. He is also a respected speaker in the global sports and marketing industries with keynote talks at Web Summit, Amazon, EuroBike, ISPO, and The European Outdoor Group Summit.

Daniel is an ambassador of The Blue Earth Summit and a Non Exec Director of Visit Chichester/ The Great Sussex Way. He sits on the UK Sport & Outdoor Forum think tank and is a mentor to fit-tech start-ups as part of UKActive's ActiveLab program. Daniel is part of the international judging panel for the annual UK Active and Endorphin Sports Film Awards.

More recently, Daniel Co-Founded FoamLife - a disruptive new flip flop brand that is taking the global footwear industry by storm.

Growing up in Ireland, Daniel completed a Degree in Marketing and a Masters Degree in Business Studies at Dublin Business School. Following on from that, Daniel worked for 4 years as European Marketing Director for the iconic American surf brand, O’Neill.

Daniel founded Brandwave 16 years ago and now spends his time consulting for key clients on their global B2B and B2C marketing strategies.

Oliver Robinson

Managing Director

Oliver is a brand and marketing consultant with over a decade of direct experience in the sport and outdoor industries.

He is the Managing Director of Brandwave Marketing and has worked alongside many of the world’s most iconic sports brands.

As a self-affirmed avid cyclist and trail runner, Oliver is a firm believer in sports as a catalyst for positive change both on a personal, and professional level. This has led Oliver to pursue a career dedicated to sports and delivering global behaviour change campaigns.

He is a member of the UK Sport & Outdoor Leaders Forum, sits on the Outdoor Industries Association Development Board, on the judging panel for the ukactive Awards, guest host of the Outside & Active podcast and has mentored tech start-ups as part of the Web Summit Mentor Hours programme.

Oliver is also a trustee of the Youth Adventure Trust - a UK based charity supporting vulnerable young people learn valuable life lessons via positive outdoor experiences.

Alastair Lecomte

Creative Director

Alastair is the Creative Director for Brandwave Marketing, a prominent position reflecting three decades of brand, creative, design and marketing expertise. With a career marked by versatility and innovation, Alastair has established himself as a highly experienced conceptual and strategic thinker. His professional journey has taken him across a wide spectrum of industries, demonstrating his adaptability and creative prowess. Alastair's portfolio includes contributions to diverse sectors, ranging from tourism to finance and automotive to sport & outdoor.

His multifaceted role extends beyond creative direction. Alastair Lecomte is also recognised as a judge for industry-related awards, where his keen eye for creativity and innovation plays a pivotal role in recognising excellence. Furthermore, he serves as a creative consultant, leveraging his practical knowledge in advertising, print, web, app design, and brand & creative campaign development.

Alastair's career is a testament to his dedication to pushing creative boundaries and driving results across various marketing and creative landscapes.

Clare Probyn

PR Director

With over 15 years direct sports industry experience, Clare has worked with some of the industries biggest & fastest growing brands from Adidas, HOKA, New Balance, Garmin to Fox, FiveTen, Vitus and SRAM to name but a few - delivering full 360 campaigns with intention and purpose.
When it comes to sport, Clare will turn her hand to most things - skiing, cycling, paddleboarding, you name it but her weekends and free time are mainly spent trail running. With one Ultra race complete and many more on the horizon, you will most likely find her outdoors training on the trails.

In her words,
“Trail running is the thing that makes me buzz. it’s certainly helped me over the years develop mental resilience and push me physically. It goes way beyond putting one foot in front of the other and I love being able to share this knowledge & passion within my personal and work life.
Sport has such an amazing way of connecting people and this industry is one of the best to be in. You’re surrounded by constant innovation and passion - it’s hard not to be inspired.”

Clare also sits on the board for the Women’s Sport Alliance founded by Jordan Guard – A collective of storytellers with a passion for giving female athletes a voice and the tools they need to drive their personal brand to gain more exposure and drive commercial value. The stories told not only add to the athlete’s themselves, but to the next generation of talent and the women’ sports industry as a whole.

William Cowell

Key Account & Marketing Director

As Key Account & Marketing Director, Will has worked alongside start-ups to establish the foundations of their new brand, right through to consulting with some of the most established global organisations to rediscover their brand and help to shape their future marketing strategy.

Will previously worked at the Premier League Charitable Fund, where he played a pivotal role in training and workforce development for the 92+ Club Community Organisations across the Premier League and English Football League. Prior to that, he made significant contributions as part of the Tennis for Kids delivery group at the LTA, enabling over 60,000 children to experience tennis for the first time.

Outside of the office, you'll find him logging runs, workouts, golf and dog walks on Strava, getting out on the water, watching his beloved Liverpool, or back on the tennis court.

Tanya Hall

Financial Controller

Tanya has a background in finance and has worked within several businesses to control the finance and accounts. She is AAT level 4 qualified and enjoys crunching numbers. Since joining the Brandwave team Tanya has been responsible for managing the finances across various projects and is enjoying gaining insight into the finances of the sports marketing world.

Tanya trained as a professional dancer before starting her career in finance therefore has always been into fitness and well-being. If you don’t find her on the dance floor, she will be in a group exercise class or carrying out a quick HIIT session in her front room. She loves the outdoors and is continually looking for a new walk or commuting on the bike with her son in tow.

Jamie Kerr


Having joined Brandwave as a Designer, Jamie brings a wealth of design experience to the Brandwave team. He is jointly responsible for bringing to life global campaigns, content production and creative assets for some of our most high-profile clients.

Jamie is relied on to support with all creative output from the Brandwave Studio. He studied Graphic Design at university and has since accumulated over 9 nine years of experience within the industry.

Much of his work is inspired from a lifetime of enjoying sport. From a very young age, sport has played a key role in his day to day living and he loves to be surrounded by like-minded people – especially when it involves working with many iconic brands in the industry.
In his own time, Jamie likes to spend time out on the golf course, on the local bike lanes and out on the water or coming down a ski slope.

Josie Fabian

Organisational Development Director

With a career spanning multiple areas of marketing, from events & activations to eCommerce & Digital, Josie has gained invaluable experience whilst working with some of the world's leading brands on a global scale over the years.

Since joining the Brandwave team in 2019, Josie has spearheaded the use of digital in; activations, campaigns and launches via new influencer marketing techniques & online events. She has also been key in the success of projects offline too, playing a vital operational role in strategic consultancy, activations, photoshoots and creative.

Having grown up near the coast with the Southdowns National Park on her doorstep, Josie absolutely loves the outdoors. If you don’t see her in the office, you can guarantee she’ll be SUP’ing on the solent, running her local trails, cycling the downs or travelling the world for her next adrenaline filled adventure.

Emile Kott

Digital Projects Director

Emile is Brandwave's answer to Chuck Norris. He takes his commitment to sport to another level and is more than a little bit competitive. A keen windsurfer you'll find him teaching Dan how to backloop, surfing, mountain biking and just about anything that gets the heart racing.

Emile has a 1st Class BSc (Hons) Maths and Artificial Intelligence, over 10 years PHP and open source experience. He heads up our digital team and specialises in Drupal and WordPress