BikeBiz Bicycle and cycling retail news
Danish cycling apparel label, Pas Normal Studios, has announced the appointments of Ida Holmen as Chief Marketing Officer (CMO) and Linden Mallory as Chief Product Officer (CPO).
In sharing the news, the business points out that these “strategic hires reinforce Pas Normal Studios’ commitment to product excellence, innovation, and global brand expansion as the company continues its strong growth trajectory.”
Enabling future growth
As the brand expands its global reach, investing in top-tier talent is highlighted as “essential to further strengthen its product development and marketing communications”.
As CMO, Ida Holmen brings extensive experience in strategic brand development, brand marketing, and global communications from her previous role as global head of marketing at Swedish outdoor brand Klättermusen.
With a track record of building high-impact brand campaigns, shaping distinctive brand narratives, and driving omnichannel growth, Holmen will lead Pas Normal Studios’ marketing strategy to enhance global awareness, foster deeper community connections, and reinforce the brand’s leadership in the cycling industry.
Talking about the new role, Holmen comments: “Pas Normal Studios is more than just a cycling brand. It’s a culture, a community, and a driving force in modern cycling. What sets it apart is its ability to blend performance and aesthetics in a way that resonates deeply with riders worldwide.
“I’m incredibly excited to join the team and help strengthen the brand’s global presence while staying true to its roots. My focus will be on building authentic connections, elevating our storytelling, and ensuring that Pas Normal Studios continues to inspire cyclists at every level.”
Linden Mallory, a seasoned product leader with over a decade of experience driving innovation and growth in the apparel and outdoor industries, joins Pas Normal Studios from Patagonia.
In the chief product officer (CPO) role, Mallory will drive product strategy, ensuring that Pas Normal Studios continues to bring new standards of performance, sustainability and design to the global cycling community. His expertise will be instrumental in advancing the brand’s next-generation cycling and Off-Race wear while staying true to its uncompromising quality and aesthetics heritage.
“More than simply apparel, Pas Normal products are designed to enable richer, more immersive experiences— shaped by heritage, craftsmanship, and a profound connection to both the origins and future of the sport”, comments Mallory. “I’m honoured to join this powerful team in pushing the boundaries of function and performance for our global community in the years ahead.”
Talking about the new hires, Peter Lange, CEO and co-founder of Pas Normal Studios notes: “We are excited to welcome Ida and Linden to Pas Normal Studios at a pivotal time in our journey. As we expand, investing in exceptional talent is key to maintaining our position as an industry leader.
“Their expertise will be crucial in shaping the future of our brand – Linden’s deep knowledge of performance-driven product development and Ida’s strategic approach to brand building and communication will help us continue to push boundaries in cycling apparel.”
