Irn-Bru owner appoints Max Verstappen coach as director

The owner of Irn-Bru has appointed Formula 1 driver Max Verstappen’s coach as a director.

AG Barr, which also owns brands such as Rubicon, FUNKIN, and Boost, appointed Bradley Scanes as a people performance director on Tuesday.

He brings over 13 years of experience coaching some of the world’s biggest athletes, including serving as high performance coach and physiotherapist to the four-time F1 World Champion.

He has also supported Olympic athletes in British gymnastics and basketball.

Mr Scanes will join AG Barr on December 10, 2025.

Alison Gowen, chief people officer at AG Barr, said: “We know that our people are the key to our success. Bradley’s experience in helping elite athletes achieve their goals will be invaluable in creating a workplace where everyone can thrive.

“This is about backing our colleagues with world-class support, improving our collective capabilities and strengthening our culture to ensure we continue to set the standard in our industry.”

Bradley Scanes, incoming people performance director, said: “Working in Formula One has shown me how small changes in habits, culture and process can deliver world-class results.

“AG Barr is a prestigious business with incredible brands and talented people, and I am excited to help unlock even more of that untapped potential. Together, we can take the business to new heights.”