Julian McBride
From a one-page website to a structured platform supporting racing, coaching, speaking and commercial growth.
The Client
Julian McBride is a professional racing driver competing in British endurance motorsport, alongside his work as an ARDS Instructor, Motorsport UK Level 2 Coach and FIA Disabled Driver Mentor.
Following a spinal injury in 2011, Julian redirected a long-standing interest in motorsport into competitive racing, making his debut in 2016 and progressing through several endurance championships before stepping up to the Britcar Endurance Championship in 2026.
Away from the circuit, he brings more than three decades of experience in the technology sector, having held senior technical and commercial leadership roles across organisations including Hewlett-Packard Enterprise, Symantec and Nominet. That commercial background continues to shape how he approaches racing, coaching, speaking and performance.
At the point we started working together, greater emphasis was being placed on how all of these areas connected together as a personal brand, and how that brand could support the next stage of Julian’s career both within motorsport and beyond it.
The Brief
Julian had recently invested in a rebuild of his website through another provider. Unfortunately, the finished result did not reflect the level of detail, structure or direction required.
The site had been reduced to a single-page format, limiting how much information could be communicated and removing the ability to properly structure Julian’s story, services and commercial offering. With several distinct areas to cover, including racing, coaching, speaking and sponsorship, the format created confusion and made it difficult for visitors to understand the wider picture.
The broader issue was that the website lacked depth and consistency. Important elements of Julian’s background had either been condensed or removed completely, his services were not clearly defined, and there was little consideration around how different audiences would navigate the site.
This came at a point where the website needed to do more than simply exist as an online presence. It needed to support a broader personal brand direction, create stronger commercial credibility and provide a platform capable of supporting sponsorship discussions, coaching enquiries, speaking opportunities and wider media activity.
The brief was to completely rethink the structure of the site, improve how Julian’s story and experience were communicated, and create a platform that reflected both his personality and professional background properly.
The Solution
The rebuild focused on introducing structure, clarity and consistency across the entire website.
Working within the Wix platform, the approach centred on moving away from a condensed single-page layout and introducing a multi-page structure that allowed each aspect of Julian’s work to be presented with the level of detail it required. This created a clearer user journey and made it far easier for visitors to understand the relationship between racing, coaching, speaking and commercial activity.
The content was reorganised around the core areas of racing, sponsorship, driver coaching, speaking and Julian’s personal background. Each section was written with a specific audience and purpose in mind, helping ensure visitors could quickly understand where their interests aligned.
Particular attention was given to how Julian’s story was communicated throughout the site. His experiences sit at the centre of everything he does, however it was important that the site reflected this in a way that felt authentic and grounded without becoming overly dramatic or motivational.
The content was written to balance personality with professionalism, ensuring the site remained suitable for sponsors, business audiences, coaching clients and motorsport followers alike.
Navigation and page structure were designed to create clear pathways for different types of enquiries. Whether visitors arrived on the site through motorsport, coaching, speaking or sponsorship interest, each route was supported by focused content and clear calls to action.
Alongside the website rebuild itself, the visual direction of the site was aligned with wider branding work already taking place around Julian’s personal brand, helping create a more consistent and joined-up identity across digital platforms.
The result was a far more structured and commercially credible platform capable of supporting the wider direction Julian was moving towards.
The Results
The completed website provides a far clearer representation of Julian’s work, bringing together multiple areas of his career into a single, cohesive platform.
His story is now communicated with the depth and professionalism it requires, his services are clearly defined, and the site supports a more deliberate approach to sponsorship, coaching and speaking opportunities.
Feedback from people within Julian’s network reflected the difference immediately, with one comment stating:
“I have to say, that’s one of the best of its type I’ve ever seen. It captures exactly what you’re about and reflects what a premium and bespoke product customers can expect and will be investing in.”
The project also quickly evolved beyond the website itself.
Alongside ongoing website development and support, Agilita Digital now works with Julian across wider brand, marketing and commercial activity, including content strategy, social media direction, sponsorship positioning, media support and long-term brand development.
The focus has been on building a platform that reflects the full scope of Julian’s work and creates a more joined-up approach across racing, coaching, speaking and commercial opportunities.
That has included developing a broader content and social strategy centred around insight-led motorsport content, performance storytelling, coaching visibility and stronger commercial positioning across platforms such as LinkedIn.
Work has also extended into sponsorship and partnership material, helping present Julian’s commercial offering in a more structured and professional way for businesses and partners.
The relationship continues to evolve as Julian’s profile grows across motorsport, coaching, speaking and commercial environments.
What The Client Said
“Alex understood very quickly what I needed the website to do.
This wasn’t just about improving how it looked, it was about creating something that properly represents my story and supports the direction I’m taking things.
The end result feels aligned, professional and genuinely useful across all areas of my work.”
We Could Do The Same For You
If your website no longer reflects your business properly, your brand lacks direction, or your marketing activity feels disconnected, we can help bring structure, clarity and consistency back into it.
Whether that means rebuilding a website, refining your positioning, improving how you communicate commercially or developing a more joined-up digital presence, the focus remains the same.
Clear direction. Agile execution. Measurable impact.
Rather have a chat?
Give us a call or book a time for us to call you back when it suits you.