United Kingdom

Nick Wake

Nick Wake has many years’ experience in marketing across the publishing, retail, leisure and sports sectors. He was the first Head of Marketing for Sport England.

More about Nick Wake


Nick is the owner and founder of Awaken Communications, and a tutor for Planning Campaigns and Managing Brands and the Junior Content Producer apprenticeship.. He is also an Asscociate Lecturer in marketing at Oxford Brookes University.

Following an early working life in publishing and creative agencies, Nick moved to the client side with Whitbread PLC in 1993, spending seven years in various retail-marketing roles across the Thresher, Marriott and David Lloyd Leisure brands.

In 2001 Nick joined Sport England, the government agency responsible for funding sport in this country, as Head of Marketing. During his three years in this public sector role, Nick helped relaunch the Sport England website as major source of sports information, created a new positioning for the agency as “the nation’s biggest supporter”  and developed the social marketing campaign “Everyday Sport” to encourage greater levels of exercise and activity among England’s population. Some of his experience was captured in a chapter for a book The Marketing of Sport, published in November 06, by Financial Times Prentice Hall.

In 2004 Nick took the opportunity to head up the marketing and creative department of Grass Roots, a business improvement company, based in his home town of Tring. He worked here for eight years before setting up Awaken Communications. Since setting up his own business, he has also held interim Marketing Director roles with iFLY Indoor Skydiving, Oakman Inns and Silverstone Circuits.

Nick is a Chartered Marketer, a keen local cricketer and occasional golfer.

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