As a 5 x Ironman athlete I've an eye for a challenge and the drive to see it through regardless of the obstacles that may need navigation.While I was training for all 5 of these long-course races, I thought about quitting approximately 10,001 times, but when I say I’m going to do something I'll work to understand how, plan my strategy, execute the tactics and make it happen. Simple. Sometimes.I adopt the same considered attitude and drive to my professional life as an Account Director for SHIFT, where as a team of like minded cycling and media experts we work together helping our clients businesses to win more consistently and often quicker. Something of an unfair advantage maybe. My background and experience means I'm competent with multi-channel media management and project planning, business development, relationship management and negotiation while helping colleagues and clients to not be too rigid or serious in their thinking. If you’d like to know more about SHIFT and how we may be able to help, or indeed just discuss the time I ran 22 miles in soaking wet trainers, or got so sunburned on a 6hr cycle that it took a 3 months for the lines to fade then send me a message or email me via james@shiftactivemedia.com.