Freestyle Agency Officially Merges with LAB

Following Freestyle’s acquisition by The Human First Collective in September 2025, we are excited to complete this transition as Freestyle officially merges with the Collective’s technical agency, LAB.

Freestyle’s extensive 30-year history and expertise in innovative digital products, services and experiences perfectly complements LAB’s UX, design, apps and digital product development offerings as we step into a new era of LAB and look towards a future of behavioural design, experimentation and innovation.

"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." – Dean Corney, Managing Director at LAB.

"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." – Becky Simms, CEO and Founder of Reflect Digital.

As we look towards 2026, LAB is already working closely with Optimizely, building on Freestyle’s well-established relationship that has earned Gold Partner status, alongside exciting new client conversations—particularly in relation to our expertise in behavioural science.

The joined-up business now begins work on a new positioning and business strategy to provide our clients with even more powerful solutions to maximise the value we bring in a dramatically changing and exciting agency environment.

Watch this space.