Factor Bikes has announced the appointment of David Millar as its brand director, with the former professional cyclist based in Factor’s Girona offices as he steps into the strategic leadership role.
In sharing the news, a spokesperson for the brand highlighted that Millar “will bring extensive experience in brand strategy, positioning and creative direction to his new role at Factor Bikes.
“This expertise has been honed over the last decade of work at CHPT3, combined with a deep knowledge of the industry. Millar’s cycling expertise and passion for innovation uniquely position him within the Factor business as it continues to drive global growth.”
Talking about the new role, David Millar said: “I’ll be working closely with Rob Gitelis and his team to refine and communicate Factor’s identity, history, purpose and vision, leading brand and marketing strategy and activation. I’ve known Rob since he founded Factor and it’s a great privilege and responsibility to be entrusted with the role. As Brand Director, I hope to unify and convey what Factor represents—not only to a wider audience but also to those who already ride Factor. I know Factor inside and out; my job now is to bring the outside in.”
Factory history
Factor Bikes began in 2007 as a leading design and engineering firm, an offshoot of bf1systems which was working for leading brands such as Ferrari, Aston Martin, Lamborghini, Maserati and many F1, MotoGP and WRC teams. Factor’s first carbon bike – the FACTOR001 – emerged in 2009.
Today Factor Bikes owns and operates its own carbon production facility and positions itself as the only premium bike brand in the world overseeing and controlling every step of carbon bike production, from concept to final assembly.
