Interview with Dan Staples - Brand Director

Dan Staples taking part in the Wiggle Ride-Out scheme

Founded in 1999, Wiggle is the world’s largest tri and multi-sports online retailer, leading the way in health and wellbeing for its customers and staff around the world. A large part of Wiggle’s success stems from the passion and enthusiasm its employees have for the brand and its products, the brand really is ‘lived through its staff’.

We interviewed Wiggle’s Brand Marketing Director Dan Staples to hear his thoughts on working for a market leading global brand.


What brought you to Wiggle?

“Many of Wiggle’s staff are sports and outdoor enthusiasts, much like myself, so working for a brand that sells products and equipment that I’m passionate about in work as well as my own personal life is a huge bonus. The Marketing team at Wiggle are skilled professionals, with a strong passion for customer experience and compelling communications. They take huge pride in who they work for and gel incredibly well together as a result.”

The opportunity to work for a large scale, popular brand with global reach was a key factor for Dan when he first joined Wiggle in October 2017.

“The opportunity to work for Wiggle just ticked all the boxes for me. Working in the sports sector with the opportunity to shape the positioning of a global brand and help drive further growth was almost too good to be true.”

“And the South Coast location in Portsmouth, sunny Hampshire is a perfect location for a positive work-life balance. Just don’t let anyone know that I support Southampton!”

What makes Wiggle stand out in the local market?

“Every day comes with its own challenges; our key focus right now is the opportunity to reposition and relaunch the Wiggle brand. It’s a very exciting time for the business, with more consumers becoming conscious about their health and well-being. And we have new categories to launch in 2018 which will further strengthen the appeal of our brand and broaden our customer base. Our vision is to be the world’s favourite destination for sports enthusiasts.”

Working in a sector where we try and make people feel better about themselves makes it a very positive place to be, and this is really felt during a typical working day at Wiggle.

“Working in a sector where we try and make people feel better about themselves makes it a very positive place to be, and this is really felt during a typical working day at Wiggle. Our sociable team culture is celebrated from the top-down. Staff are encouraged to take part in our sportives and events and many compete to a very high level. But it’s not just about the winning, we regularly set up a run, ride or swim for the whole office to get out on a Friday afternoon. This is excellent for team building and moral.”

What differentiates working for Wiggle’s marketing team?

“Our key focus is to continue to grow the business and we’re relying on innovative and effective Marketing strategy to deliver against our high expectations. Everyone in the team knows they have a part to play and we recognise and reward their efforts. This strong team bond and the shared passion for sport ensures a high performance culture.

What are you looking for in your new hire?

“We’re looking for a marketing professional first and foremost. Someone who’s leveraged brands to deliver compelling customer communications and build meaningful relationships with their target audience. They need to be smart, tenacious, creative, energetic and driven. They’ll be comfortable looking at business performance and then working with channel owners to build coherent Brand Marketing campaigns that deliver real results.

“Strong Marketing knowledge and experience is essential for the new employee. We want someone who can bring a fresh perspective to the brand and can leverage brand positioning with a customer centric approach across different channels. And if they have a passion for sports too, then they really could be the perfect candidate!”  

Find out more about Wiggle or see the latest opportunities here.