Lax Launches New Women’s Sport Agency

Emma Lax, former head of women’s sport and lifestyle at CSM Sport and Entertainment, part of Chime Communications, has launched a new full service sports marketing agency specialising in women’s sport, We Are Disrupt.

Lax – a Sport Industry NextGen Leader in 2016 – leaves CSM Sport and Entertainment, where she was head of women’s sport and lifestyle, working with clients such as Unilever, Disney, Sainsbury’s, Lidl and Polar.

She is also founder of a women’s fitness blog, Lunges and Lycra, and is an ambassador for Girls Active, a Youth Sport Trust initiative that aims to empower girls through sport.

We Are Disrupt also launches with Morgan Davis, Ellie Moss, Lulu Le Vay and Charlotte Thomas joining the team.

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 wellbeing site, We Heart Living.

Le Vay also 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.

Thomas will be a creative strategist and copywriter within the new agency, specialising in sport, fitness and lifestyle. Clients have included Women’s Health, Coach, Virgin Active, Gymbox, Fitness First, eBay, Girl Talk, Top of the Pops and Disney Girl.

Emma Lax, founder and managing director of the new agency, commented: “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.”