From selling denim on market stalls to advising the Gandhi dynasty on political campaigns, Bob Sheard’s path to becoming one of Britain’s most influential brand strategists has been anything but typical.
As the founder and co-owner of FreshBritain—a brand design business with a difference—he’s built his career on disrupting industries, influencing global outdoor giants, and turning purpose into profit.
The spark for his career was lit in a Halifax playground, when a new pair of trainers flipped his social fortunes overnight. That formative moment showed him the power of a brand. What followed was a journey through fashion, marketing, sport, politics—and some punishing ultra-endurance testing along the way. From barefoot grape stomping in his dad’s garage to frostbitten toes on North Pole expeditions for performance brand insight, Bob’s commitment to understanding the end user runs deep.
FreshBritain, co-founded with his wife and business partner Sophie—whose background spans fashion, AI, and computer science—has earned a reputation for “unf*cking brands” by aligning them with long-term strategic, financial, and sustainable goals. As the business pivots toward helping brands accelerate their net-zero ambitions, Bob remains restless, relentlessly curious, and unapologetically mission-driven.
What was the inspiration behind FreshBritain?
It started with a pair of trainers and a moment in a Halifax school playground. That was the first time I truly understood the power of a brand.
After working inside the industry—at Converse, Karrimor, and Levi’s—I saw the performative side of branding up close. When I launched FreshBritain, I wanted to strip that away and focus on truth, impact, and financial return. No lifestyle fluff—just substance, rigour, and real transformation.
We go deep. Sometimes that’s trekking across the desert for Salomon or feeling frostbite for UVU. We believe in “adopting the nature of the prey”—getting as close as possible to the lived experience. That’s how you build brands that matter.
Who do you admire, and why?
James Curleigh, former Global President of Levi’s. He taught me about winning. James knew when to press forward—and when to take the win. His clarity, charisma, and strategic mindset helped us reimagine Salomon’s future together. He also gave us the best testimonial ever: “FreshBritain unf*cks brands.”
Sam Pitroda is another. Known as the father of digital India, Sam once asked me to help write his book, Redesign the World. He told me: “Most people aim within the possible. You and I must aim for the impossible.” It’s hard to say no to that.
Looking back, is there anything you would have done differently?
Of course. Show me someone with no regrets and I’ll show you a liar.
I wish I’d joined the military. The discipline, the exposure to raw human behaviour—it’s invaluable for someone who works in brand psychology.
I wish I’d done an MBA. Our business works closely with private equity, and that qualification could have fast-tracked certain conversations.
And I wish I’d started building collaborative networks earlier. Our open-source work on sustainability tools is something I’m incredibly proud of now, but that mindset came later.
Oh, and I never climbed K2. That stings.
What defines your way of doing business?
A handful of words: Passion. Obsession. Addiction. People. Relationship. Change.
I’m addicted to what I do. It’s the only thing I’ve ever been any good at, and I won’t rest until I’ve found a solution to the problem in front of me.
I believe in people—developing them, backing them, and helping them fly. Whether it’s our team, our clients, or the universities and charities we support, I want to leave people (and the planet) better than I found them.
Now, we’re using our expertise to help brands move toward net zero—and doing it with transparency. That means giving away some of our best tools because progress doesn’t happen in silos.
What advice would you give to someone starting out?
It’s simple.
If you do nothing—nothing happens.
If you do something—something happens.
So, just do something. And see what happens.
Start. Be brave. Make mistakes. And never let fear hold you back—it’s your tailwind.
