two PR professionals who met in the Alps doing an Avalanche Education Course in the notoriously rubbish ski season of 2010/2011. Both have successful media backgrounds and both decided to follow their passion for all things outdoor and spend more time in the mountains. After many dodgy French coffees, Yodel was formed to offer really good communication advice to anyone with a business or service wanting to reach those in the outdoor world.


Mags has worked at a director level in communications for eight years. Her CV includes Channel 4 Television, the BBC, English National Opera and the Equality and Human Rights Commission. She has worked or provided services for outdoor, arts, media and government sectors both in the UK and abroad. As a consultant she also provides coaching and mentoring to a range of organisations. Her favourite work tasks are strategic analysis and audience insight, brand development, media relations, social media content, crisis management and anything that involves writing. Mags is a founding partner of Yodel. She is currently working in-house in a communications role in the UK and receives no income from Yodel. She provides us with pro bono strategic advice for occasional projects.


Sophie Nicholson's professional background is in the world of media and sport and she has worked in TV production on events such as The US Open tennis for Eurosport Paris, UEFA Champions League for ITV, and The Volvo Ocean Race for Sunset & Vine. She has also worked with clients such as The British Olympic Association, UK Sport, and Octagon PR in a Business Development capacity.

Having left the urban world in 2010 to pursue a more vertical existence, Sophie is now based in the Haute Savoie and works as an adventure sports and travel journalist and in marketing/communications for both EpicTV and Maloja UK. Sophie's experience brings Yodel a deep love of the mountain environment, and an incurable weakness for Cadbury's Creme Eggs, party food and Prosecco.