Kent-based Human First Collective, the independent group of specialist agencies, has acquired UK digital transformation agency Freestyle.
This move is the latest step in the Collective’s growth strategy, which focuses on “building an ecosystem of agencies that share a commitment to using AI and technology to make space for human brilliance”.
Freestyle will be joining LAB, Reflect Digital and Aspiration Digital, which form the Collective.
Founded in 1995, Freestyle is recognised for its expertise in creating digital products, services and experiences that enable clients to stay ahead of their customers and outpace competitors. Its portfolio includes Caravan and Motorhome Club, Swim England and the University of Roehampton, with a strong focus on the hospitality sector.
The acquisition was officially completed on 3 September and brings an additional 14 team members into the Collective to help accelerate its ambitious growth plans.
Becky Simms, CEO of Human First Collective, said: “I am so excited to be bringing the Freestyle and LAB teams together under Human First Collective.
“I’ve known the Freestyle founders and team for many years now, and from day one, we felt the click: that true ‘human first’ approach to running a business.
“Our values and ways of working are so aligned, and both teams are going to gain so much from each other, especially when we bring our behavioural expertise into the mix.
“I want to wish Suzanne and Alan the best for what comes next for them, and I know that we will do them proud as we welcome their team into the Collective.”
Freestyle will continue operating under its current brand name initially, with a full brand merge planned for January 2026.
After nearly three decades, co-founders Suzanne Linton and Alan Cooper will step away from the business following a transition period. In a joint statement, they said: “We couldn’t be happier that the Freestyle team, clients and work will now be an integral part of Human First Collective.
“Our values as leaders are a perfect match, and we’re delighted that the next exciting chapter of Freestyle’s story will be under the careful and ambitious direction of Becky and Paul.”
