Meet the Re-Action team

We have assembled a team of passionate and knowledgeable outdoor enthusiasts, retail experts and bona fide sustainability geeks. Together we’re confident we can change the face of outdoor sports retail for the better.

Re-Action Leadership Team
  • Photo of Gavin Fernie-Jones

    Gavin Fernie-Jones

    Founder and President, Re-Action & One Tree at a Time

    Co-owner of The Boot Lab, a ski boot-fitting shop in Meribel, Gavin began sending back un-recyclable packaging to his suppliers and questioning the un-sustainability of the current retail model.

    He founded One Tree at a Time as a way of educating and serving the community, reducing waste and keeping ski clothing out of landfill and on the mountain.

    Re-Action is designed to scale up the concept of One Tree so more communities can benefit and more waste can be eliminated.


  • Photo of Heather Davies

    Heather Davies

    Re-Action secretary and communications lead

    Heather has worked in the outdoor industry for over 12 years and in marketing/communications since the beginning of her career. With a strong desire to use her communications knowledge and experience to elevate people and planet- focused organisations, she recently completed the CISL Business Sustainability Management.

    She organises the team as Re-Action’s Secretary and is tasked with promoting and communicating Re-Action’s work.


Circularity Experts
  • Photo of Catherine Weetman

    Catherine Weetman

    Circular economy coach, consultant & author

    Catherine is a published author (A Circular Economy Handbook for Business and Supply Chains). She is also a speaker, university lecturer and facilitator. Catherine has a vision for results and the ability to tackle tough problems. She has a knack for simplifying complex issues with well- structured solutions, based on sound research and analysis.

    Catherine is using her extensive knowledge and experience in an advisory capacity for Re-Action.


Re-Action Creative & Content Team
  • Photo of Gaia Dakalo

    Gaia Dakalo

    Craftivism & Community lead

    Gaia is an Italian with a flair for language, creativity and crafting. She holds a masters in English literature, speaks 5 languages and what she doesn’t know about alpacas isn’t worth knowing (just ask her!).

    Gaia discovered her creative powers when she couldn’t find clothes to fit over her daughter’s cloth nappies. Starting with sewing, she has since turned her hand to basket-weaving, repairing, knitting, embroidery and more. She has a passion for sustainability and an energy and zest for getting things done which is what makes her such a valuable member of our team.

  • Photo of Clare Truphet

    Clare Truphet

    Community training manager

    As Alpine Operations and HR manager for Fish & Pips, Clare has extensive experience running operations and teams in the hospitality sector. She has led on sustainability, working closely with One Tree at a Time on strategies to reduce waste and make energy efficiencies. She is the lead on Re-Action’s training platform

  • Photo of Courtney Flannagan

    Courtney Flannagan

    Re-Action graphic designer

    A first class honours graduate in graphic design and a self-confessed outdoor enthusiast. Her focus is primarily on branding and identity, for both print and digital media. She incorporates her passion for illustration to add creativity to bespoke designs and is responsible for the branding of both One Tree at a Time and Re- Action

  • Photo of Andy Davies

    Andy Davies

    Low carbon website creator

    Andy is a keen snowboarder who has turned his passion for sustainability and web design into his day job. His mission to ‘green the internet, one site at a time’ is gathering pace and interest. Every site he produces breaks his PB for the lowest carbon site yet. Andy is charged with producing Re-Action’s website for maximum impact with the smallest carbon footprint.


Re-Action Collective