Global sports and culture marketing firm GMS Agency has transitioned to an employee ownership trust (EOT).
Under the new model, the EOT has acquired a majority shareholding in the organisation. Sam Elder and Phil Craghill, co-chief executive officers of the agency, will continue in their roles and remain the largest individual shareholders, with no operational changes to ensure continuity and stability for clients and partners.
The agency chose employee ownership because the team felt the structure best aligned with its long-term vision. The transition to an EOT provides it with greater independence, creates a platform for sustainable, long-term growth, and safeguards its culture and values as it continues to expand internationally.
By placing majority ownership in the hands of its employees and retaining leadership at the helm, GMS is aiming to secure its future, ensuring that those who help build its success directly share in it.
The move follows sustained international growth for the agency, which saw an 18.75% increase in revenue in 2025. Since 2020, its revenue has grown by more than 220%.
Elder said: “We’ve had no shortage of external interest in the business, which is a reflection of the momentum and growth we’ve built over the last few years. But becoming an EOT is the right decision for our people, our clients and the future of the agency. It allows us to protect what makes GMS special while continuing to scale globally. This is about building a business that lasts. One that remains independent, globally ambitious and led by people who genuinely care about the work, the clients and each other.”
Craghill added: “Continuity is incredibly important to us. Our clients work with GMS because of our people, our culture and our leadership. That doesn’t change. Sam and I remain fully committed to the business, and employee ownership strengthens our ability to think long-term and act independently.”
