Brand ramps up North American ambitions with new appointment

Boardman Bikes brings Fletch Newland on board for the US

Boardman Bikes has appointed Fletch Newland to the newly created role of North American sales director, aiming to further establish the brand in the territory.

Newland has a background in the cycle and sports industry and has worked in the US and international markets with the likes of FSA and Cervelo.

His task will be to develop Boardman’s foothold in the US and capitalise upon the success of Boardman’s global elite athlete program which has seen Pete Jacobs win the Ironman World Championships in Hawaii and the Brownlee Brothers dominating the ITU triathlon scene as well as the London 2012 Olympics.

“Establishing an on-the-ground presence in North America has been a key objective from the outset," explained co-founder and R&D director Chris Boardman.

"The incredible growth following our launch in our home market coupled with the phenomenal success of our sponsored riders makes this the right time to progress with our plans for America. To this end I’m pleased to announce we’ve appointed Fletch Newland as the North American Sales Director. Fletch’s vast knowledge and experience of the US cycle marketplace and understanding of the Boardman brand coupled with his true passion for cycling will ensure that our brand will continue to globally expand. I look forward to getting over to the States at the end of the year to launch the 2014 range.”

Newland added: “It’s great to be part of this dynamic business and to be associated with an award winning brand. It’s a dream job and fantastic opportunity to establish Boardman Bikes in North America. Initial consumer and retailer appetite is strong and developing an on the ground Boardman brand and retail experience is an enjoyable challenge.

"It’s also a great privilege to be working with and representing Chris Boardman, the cycling legend, and his brand. To be part of a team and business where the founding partner is actively involved at every level is unique and I am excited to implement our North American focused sales plan.”

Boardman Bikes launched in 2007.

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