pr thatmoves people
our story
Built on belief
Aspire was born in 2010 when our founder, Layla Smith, returned home after climbing Mont Blanc, the highest peak in the Alps. Energised and inspired by her mountain adventure, she realised she was ready for her next challenge: to build a new kind of PR agency. One rooted in movement, purpose and human connection.
Like Layla, all of us at Aspire have had our lives shaped by sport and the great outdoors. It’s taught us about ambition, resilience, teamwork and belonging. And now we turn that lived experience into meaningful work, helping brands inspire more people to get involved and get active.
our philosophy
Movement changes things
We believe movement is a powerful force for good. It brings people together, it builds confidence and wellbeing, and it creates culture, not just activity.
Our role is to help brands that champion movement show up with meaning, relevance and heart — connecting with people in ways that feel human, credible and culturally in tune.
our mission
PR with a positive impact
We help brands stand for something — and stand out. Simply raising awareness of your business or product isn’t enough. We want people to feel invested in them. So using insight, creativity and earned-first thinking, we devise PR and communications to engage, inspire and energise your audience.
our perspective
Always listening, always evolving.
Our perspective isn’t just shaped by trends or headlines. Through our Active Communities Counsel, we listen to the people on the ground who power movement every day.
Alongside this, our Creative Collective gives us space to explore ideas, challenge assumptions and keep our creative thinking fresh and culturally relevant.
our team
the people behind aspire
Founder & Managing Director
Layla Smith
A keen track athlete from a young age, Layla studied Sports Science at Exeter University before landing her first role at Linford Christie's sports management agency, Nuff Respect. She then spent several years in sports marketing before founding Aspire in 2010.
Aspire is now one of the active lifestyle space's most respected independents, with highlights including supporting On from start-up to a $7 billion global company, alongside long-term partnerships with many other global sports and outdoor brands.
Still a committed runner and keen yogi, Layla is never happier than when she’s in the mountains — the place where Aspire began.
Director
Monica Poncelas
From global hotel, spa and aviation brands to event planners, bridal designers and emerging creatives, Monica has spent her PR career working across industries and audiences.
She joined Aspire in 2020 and leads three areas of the business: client servicing and strategy, operations, and people. She brings a wealth of experience, a sharp eye, and a belief that good work starts with good relationships.
Her love of movement began with tap, ballet and modern (she’s still the first on the dancefloor) but strength and conditioning is now her go-to exercise.
Senior Account Director
Marika Trembath
With over 18 years in PR and communications, Marika has worked across consumer fashion and lifestyle and, more recently, sport and active brands. Time spent at a number of global agencies gives her a distinctive perspective, enabling her to helpbrands navigate where sport, outdoor and fashion meet.
Calm and unflappable, she's at her best in fast-moving environments with a good story to tell and the right audience to reach.
Outside work, you’ll likely find her on the tennis court with friends, or in M&S stocking up on Percy Pigs.
Cultural Insights & Strategy Manager
Lory Louves
Lory grew up practising judo, with running mainly as conditioning. The judo stopped, the running stayed, and soon evolved into trail running. For him, it not only offers pure escapism but also a chance to discover more about himself and his surroundings.
With a Master's in Communications and Advertising, Lory worked in retail and influencer marketing before joining Aspire, where he’s involved across almost the entire client portfolio as well as the agency's own initiatives.
What he values most is bringing more people like him into outdoor and performance conversations.
Account Director
Lotty Campbell-Bird
Lotty has built her PR career specialising in health, wellbeing, fitness and active lifestyle. As an Account Director she works across a range of Aspire’s clients, with a role spanning strategic PR, media relations and campaign development, and brings a tenacious curiosity to every brief.
She's passionate about making movement feel enjoyable and accessible rather than a chore, and practises what she preaches as a trained Pilates, barre and yoga instructor.
She loves the community that comes with movement too, whether that's teaching a class, running with friends, or trying something new.
Account Manager
Sam Begg
An avid cyclist, runner and explorer, Sam has been drawn to the outdoors since childhood, inspired by a grandad who swapped London for the Bannau Brycheiniog in Wales (aka the Brecon Beacons). Mountain biking is the current obsession — the faster and steeper the better.
Having nearly gone into biochemistry, Sam chose sport instead, working across specialist marketing and PR agencies before joining Aspire.
He pairs a sharp instinct for a story with the tenacity to land it, and holds firm that nothing beats strong media relationships and proper face-to-face time.
Account Executive
Amy Taylor
Amy graduated from the University of Bristol in 2025 with a degree in Psychology, gained her first PR experience on the FMCG team at a large London agency, and joined Aspire in March 2026.
As an Account Executive she works across a range of running, outdoor and wellbeing clients. She has a natural flair for long-form writing and enjoys creating much of Aspire's own content.
A keen runner, swimmer, and netball player, Amy sees movement as the perfect way to gear up for a busy day or reset at the end of one.
Movement for Good
Movement for Good is our corporate social responsibility (CSR) and community strategy, which sees us dedicate time, expertise and energy to causes that reflect our values — and the world we want to help shape. It gives our team a shared sense of purpose and ensures our work has impact beyond commercial outcomes.
Through our Active Communities Fund, we commit both financial support and value-in-kind PR assistance to community-led initiatives and purpose-driven organisations using movement to create positive social change. We’re currently focusing on three key areas: mental wellbeing, inclusion, and sustainability.
If you’d like to know more, feel free to get in touch — or keep an eye on our latest news & views for updates.
What
moves us
We believe in connection
We’re better when connected, to our colleagues, our clients, our industry and our communities. We don’t work in silos, we share knowledge and ideas and bring the best out of each other.
We’re curious by nature
We like to stay open-minded, adaptable and inquisitive. We listen, we question, and we learn. Because genuine understanding lets us counsel with confidence.
We care deeply
We treat your business as if it were our own. Honest feedback. Human conversations. No jargon. We do the right thing, not the easiest thing.
We practice what we preach
We don’t just talk the talk — we walk the walk, run the run, and swim the swim. We live the active lifestyle and love working with people who share our belief in the positive power of movement.
Rather email us?
hello@aspirepr.co.uk
