Human First Collective Acquires Freestyle to Strengthen People-First Approach In Digital Aage

• Human First Collective, the independent group of specialist agencies, announces it has acquired Freestyle, a UK-based digital transformation agency.

• 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.

• CEO Becky Simms says, “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.”

While the world is talking about AI, Human First Collective, the independent group of specialist agencies, is making a strategic investment in people. Today, the Collective has announced the acquisition of Freestyle, a UK-based digital transformation agency.

Fuelled by additional investment, this move is the latest step in the Human First 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. With Freestyle joining LAB, Reflect Digital, and Aspiration Digital, the Collective is even better positioned to meet the evolving needs of clients in a complex, fast-changing agency landscape.

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. Their 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 3rd September 2025 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.

Dean Corney, Managing Director at LAB, adds:  “The acquisition of Freestyle brings exceptional talent and technological expertise to our already powerful team.

“Their strategic approach and excellent portfolio of brands are a perfect complement to LAB. What’s more, our cultures and ethics are perfectly aligned.

“This is a hugely exciting time, and we look forward to a swift integration as we begin 2026 together.”

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.”

Benefits of the acquisition

• New talent & skills: 14 new team members strengthen Human First Collective’s capability across UX, service design, apps, and digital product development.
  

• Extended client portfolio: Around 10 new clients join the Collective, particularly in hospitality.
  

• Technology partnerships: Freestyle brings Optimizely Gold and Umbraco Silver expertise.
  

• Stronger collective model: Both agencies bring proven methodologies for turning complexity into simplicity with an honest, audit-led approach.

Integration is already underway, with both leadership teams actively merging and drawing on expertise from both agencies to ensure the best processes are adopted.

Clients of both Freestyle and other agencies within the Collective will see business as usual continuity, supported by new opportunities to access a broader skillset and behavioural expertise.

The bigger picture

“The acquisition is the latest step in Human First Collective’s strategy to grow through cultural alignment and shared purpose.

“Bringing together businesses that are already human first in their approach is a big part of our vision,” adds Becky

“This move strengthens our ability to apply behavioural science to more platforms and client challenges, while ensuring we continue to put people at the heart of everything we do.”

As AI and technology continue to reshape the industry, Human First Collective believes in making space for human brilliance by combining innovation, AI and technology with behavioural expertise.

What success looks like

In the next 12–24 months, the Collective expects to see:

• A fully embedded, united team.

• Shared ways of working, combining the best of both agencies.

• New client wins, alongside strengthened results for existing clients.

• Freestyle clients benefiting from Reflect Digital’s marketing expertise and the Collective’s behavioural science approach.

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