Two key members of the team at full-service creative agency Fluid Ideas have become shareholders, after a management buyout in April 2025 paved the way for them to take a stake in the business.
Dani Berzins and Sarah Bowler have joined the ownership group at Fluid alongside founder Phil Harvey, managing partner Ed Bowler and partners Colin Mitchell, Dan Chadwick and Laura Wride.
As part of the MBO process, Fluid introduced an Enterprise Management Incentive (EMI) scheme to enable key team members to become shareholders.
Dani and Sarah have now exercised their vested EMI share options and been promoted from associate partners to partners and co-owners.
Ed said: “While working through the details of the MBO, we also worked to set up an EMI scheme. We hope that becoming co-owners and partners will be emotionally and financially rewarding for Dani and Sarah as Fluid continues to go from strength to strength.
“We now have a pathway to repeat the exercise in the coming years to open up similar opportunities to others, in line with the ownership team’s desire to redistribute shares to people who are driving the business commercially, creatively and culturally.”
Fluid, which was started by Phil in a tiny basement studio 23 years ago, currently has more than 50 team members based at a former cotton mill at Darley Abbey Mills, a World Heritage Site on the outskirts of Derby.
The award-winning agency’s team of creatives includes strategists, developers, designers, artworkers, CGI artists, photographers, copywriters, social media specialists, motion designers and digital marketers. It serves a global client base, with sector specialisms in property and developments, manufacturing and technology, health and wellness, education and training.
Dani joined Fluid in 2013, progressing to head of campaigns and content before becoming an associate partner in 2021.
Sarah joined Fluid from Boots in 2019 to take up a client services role. She is now central to the agency’s development and has become a key creative and strategic lead. Her background in health and wellness has seen her build global brand partnerships with clients including Scholl, RESCUE Remedy and Optase.
Ed said: “Dani’s contribution to Fluid has been immeasurable – she’s been a defining force in our success for more than a decade.
“Sarah’s experience as a marketing and branding specialist has seen her manage projects, build client relationships and support the wider team on new concept work and pitches. Both fully deserve to become the first new shareholders at Fluid in more than seven years.
“This is a significant moment in our history, and we’re thrilled that these two talented people are able to take ownership in a business that they’ve already done so much to shape.
“It underlines our commitment to having a progression path at Fluid that people may previously have thought didn’t exist.”
Dani said: “Becoming a partner feels incredibly meaningful, and I’m so proud to have played a part in both Fluid’s evolution and its most important client relationships over the years.
“I’m honoured and lucky to work with so many talented people, and excited to continue building on everything we’ve achieved together as one of the co-owners of our agency.”
Sarah said: “Fluid has always been a place where ideas, creativity and, above all else, people are truly valued, which is what makes it so special.
“I’m incredibly grateful for the support and trust I’ve been given over the past six years, which has helped me develop opportunities that have strengthened our agency further. Becoming a partner and co-owner is a huge honour, and I’m so excited for what’s to come next.”