Emma Lax Launches We Are Disrupt

Emma Lax, Founder and Managing Director of We Are Disrupt, says: ‘As an agency, we are committed to supporting rights holders and brands and helping them think differently about women’s sport. Whether that's rethinking commercial models, creating distribution strategies to target new audiences, or developing marketing and activation strategies that have a better understanding of how women and girls relate to sport.’

 

'Our ambition is to create a culture where women see their contribution to sport as having equal value to that of men, where increased investment drives higher standards of competition, improved experience and increased media coverage, which in turn will result in the normalisation of women in sport.'

 

Lax founded We Are Disrupt after leaving CSM Sport and Entertainment, where she was Head of Women’s Sport and Lifestyle. Clients included Unilever, Disney, Sainsbury’s, Lidl and Polar. She is also the founder of award-winning women’s fitness blog, Lunges and Lycra and is an Ambassador for Girls Active, a Youth Sport Trust initiative, which aims to empower girls through sport.

 

The team also includes Morgan Davis, Ellie Moss, Lulu Le Vay and Charlotte Thomas.

 

Davis brings more than 20 years experience in sports marketing and sponsorship and a client roster including Red Bull, Coral, CBRE, 888 and Clifford Chance. He is also a former Wasps and London Welsh rugby player.

 

Moss joins as a Creative Strategist from Saatchi & Saatchi, where clients included HSBC, Asda and Toyota. Prior to that, her background was in journalism, she has worked for Women’s Fitness and Men’s Health. She is also Co-Founder of women’s fitness and well-being site, We Heart Living.

 

Le Vay joins as a Creative Strategist specialising in fitness, music and lifestyle. Lulu has worked as a journalist for Sleazenation, The Face and i-D, through to The Independent, The New Statesman, Runner’s World and Cycling Active. Her passion for fitness led her to head up social and brand content for Gymbox, and consult on music strategies for Psycle. She is also a professional DJ and university lecturer.