BikeBiz Bicycle and cycling retail news
Belgian Cycling Factory (BCF) is taking a major step in the global growth of the iconic mountain bike brand Nukeproof.
With the appointment of Clive Gosling as Global Brand Director and the expanded role of Russell Merry as Global General Manager, the brand’s core leadership is now united in the United Kingdom — considered Nukeproof’s true home.
From the moment we acquired Nukeproof, my biggest question was: how do we ensure the brand keeps its soul while growing its global presence? We want to increase brand recognition, unlock commercial potential, and — above all — get more mountain bikers riding these fantastic bikes. With this strong leadership team in place and the brand’s full management back in the UK, I’m convinced that — combined with BCF’s strengths — we will succeed – Jochim Aerts, CEO of Belgian Cycling Factory
Russell and Clive join Senior Product Manager Steve Jamison and Lead Engineer Dale McMullan, former Nukeproof team members who have returned to drive product innovation and development.
Clive brings extensive industry experience and a proven passion for building brands, making him a key addition to shape Nukeproof’s next chapter. Meanwhile, Russell, who already serves as Managing Director of Belgian Cycling Factory UK, will now lead the Nukeproof brand globally as General Manager.
I am thrilled to be joining Nukeproof as Global Brand Director. Honouring the heritage of such a cool brand while unlocking its global commercial opportunity is a huge responsibility. But we’re starting with a blank sheet and zero baggage, so I’m excited to help shape the future of this legendary brand with such a passionate and experienced team – Clive Gosling, Global Brand Director Nukeproof
With full support from BCF’s staff and its state-of-the-art European manufacturing facility, the UK-based leadership will oversee all aspects of product development and management. This move firmly consolidates the brand’s strategic direction in its home market.
The word that keeps coming up is opportunity — and what an incredible one this is. To bring Nukeproof home and have the freedom to make it one of the most significant mountain bike brands globally will be hugely rewarding. I know I have the foundations of a team that will deliver – Russell Merry, Global General Manager Nukeproof
This strengthened leadership underlines BCF’s long-term vision to grow Nukeproof into a true global player in the mountain bike category — staying true to its roots while leveraging international scale.
