Audiences, insights & positioning
Read the signals, understand behaviours, perceptions and expectations. Identify high-potential audiences, untapped spaces and the positioning that can open them up.
Strategy ·Audience ·Experience ·Growth
Find new lines of growth.
Alongside those building the projects, audiences and models that shape sport, outdoor and culture.
DROP IN.Get in touch/
01 / Lines of growth
OFF AXIS helps events, destinations and organisations strengthen their relevance, grow their audiences and turn attention into tangible value: participation, engagement, brand value, partnerships and revenue.
From strategy to delivery
OFF AXIS structures the path: strategy, positioning, audience insights, roadmap, budgets, content, partnerships and execution.
Senior leadership, close to the teams, aligning stakeholders, bringing in the right expertise and moving projects through to delivery, including partnership structuring and negotiation.
Levers
Brand, narrative & experience
Turn strategy into brand territories, narratives, content territories, formats and experiences that build preference and engagement.
Partnerships, revenue & value
Design and structure models that create value: sponsorship, brand partnerships, licensing, ticketing, fan programmes, first-party data and new revenue streams. Build the proposition, connect the right stakeholders and support negotiation.
Teams, activation & delivery
Move from strategy to activation. Bring in the right talent, align teams, partners and stakeholders, frame budgets and timing, then orchestrate delivery.
Our playing fields
Events & rights holders
Grow audiences and relevance, then turn attention into participation, loyalty and long-term value.
Destinations & resorts
Attract new audiences, strengthen desirability and create experiences that make people want to come, then come back.
Sport, outdoor & lifestyle brands
Build credible connections with the cultures and communities that matter, and turn them into brand and business value.
Leagues & federations
Grow participation, modernise the fan experience and keep the sport relevant to the next generation.
How we work together
01Growth & audience sprint
A focused 2 to 4 week diagnostic to identify growth opportunities, audience priorities and the roadmap to act on them.
02Growth & experience strategy
A deeper mandate to define positioning, audience strategy, experience, content, partnerships and the roadmap to acceleration.
03Growth partner
Embedded alongside the team to provide senior direction, structure priorities, align stakeholders and drive audience, brand and business priorities from strategy through execution.
04Strategic advisor
Ongoing senior counsel at leadership level, bringing perspective, challenge and support on growth priorities, positioning and key decisions.
Joseph Villeflayoux
©Dom Daher / FWTTwenty years helping sport, outdoor and culture-driven organisations grow audiences, strengthen positioning and create value.
VP Marketing at Hurricane Group (FISE), Head of Communications at the Freeride World Tour (FIS), consultant to Olympic institutions and organising committees across Tokyo 2020 and Paris 2024, with 500+ events and activations led.
- Field
- Sport · Outdoor · Culture · Events · Destinations
Selected experience
01
FISE / Hurricane Group
VP Marketing
Led brand, audience and growth strategy for FISE / Hurricane Group across communications, sponsorship, media, ticketing, fan engagement and strategic partnerships. Developed and monetised an international ecosystem of action sports properties and events.
- €15M+ in deals
- Community grown 0 → 1.5M
- 300,000+ on site
- Team scaled 6 → 110
02
Freeride World Tour (FIS)
Head of Communications
Led brand, audience growth, fan engagement and media strategy for the Freeride World Tour across its international ecosystem. Developed new formats, digital experiences and distribution opportunities to strengthen the brand platform and support its growth.
- 500M+ global reach (social, digital & broadcast)
- 1.8M-fan ecosystem
A selection of brands, media, sports bodies and destinations Joseph collaborated with through his previous roles.
500+Events & activations led since 2005
Brands
Red Bull · GoPro · Samsung · G-Shock · Allianz · Heineken · SFR
Media
Warner Bros Discovery · France TV · Olympic Channel
Sport bodies
UCI · FIS · FIG · World Skate · IOC
Destinations
Tignes · Savoie Mont Blanc · Montpellier · Shanghai
Recognition
Choiseul
2021–2024Top 100 French sport business leaders under 40.
Sporsora
2021Winner in 2021 for the E-FISE phygital event.
Sportel Awards
2015–2016Audience Award winner as campaign producer.
Education
MBAExecutive MBA · Montpellier Business School
06 / Contact
Find your next line of growth.
DROP IN.