Swindon-based creative agency GEL Studios has announced a major milestone in its five-year growth journey after becoming employee-owned, awarding a 30% stake in the business to its in-house team.
The purpose-led agency has introduced an Enterprise Management Incentive (EMI) scheme in partnership with Vestd, allocating ownership to both current and future employees. The move formally recognises staff contributions while reinforcing the company’s commitment to shared success and long-term sustainability.
GEL Studios says the decision reflects its ambition to remain competitive in attracting and retaining top creative talent, while building a stronger, more engaged workforce where people feel genuinely invested in the agency’s future. Team members who help grow the business over the next five years will directly benefit from its success.
Employee-owned businesses are widely recognised for driving higher productivity, improving staff retention and increasing long-term business value. By adopting this model, GEL Studios aims to combine responsible growth with a people-first culture that benefits both employees and clients.
The move supports the agency’s five-year strategy, which includes strengthening its local presence and enhancing client services. This strategy was further underlined in 2025 with the appointment of new directors Carly Smith and James Phipps.
Operating from its dedicated studio in South Marston, GEL Studios is a B-Corp Certified creative agency and long-term partner to a range of clients. Its in-house team delivers strategic brand thinking alongside graphic design, website development and results-driven marketing campaigns.
Founder Graeme Leighfield said the move to employee ownership was a natural next step for the business.
“I have always been clear that GEL Studios is, and will remain, a collective team effort,” he said.
“Exploring an employee ownership scheme felt like a natural next step in formally recognising the people who contribute to our success.
“This is a key moment for the business, and I am extremely proud to be able to share ownership with those who have supported our journey, as well as those who will help shape its future.”
More information about GEL Studios can be found at gelstudios.co.uk.
