US wheel brand, Boyd Cycling has announced the appointment of Patrick “Paddy” Blake as UK Market Manager.
The brand says this strategic move strengthens its commitment to serving riders and retailers across the United Kingdom and Europe. With nearly two decades of experience in the cycling industry, Paddy brings deep expertise in product management, brand leadership, and market development, along with a keen eye for a good cuppa. Paddy’s official title will be “Minister of Wheel Affairs”.
Paddy’s track record and reputation in the UK and European cycling markets make him the perfect fit for Boyd Cycling. His deep industry knowledge and enthusiasm for building relationships will ensure our wheels are more accessible than ever to riders across the UK. With our in-house alloy production already live and carbon coming soon, it’s an exciting time to expand. We’re basically the cycling equivalent of a British invasion, but with shaved legs – Boyd Johnson, Co-Founder of Boyd Cycling
Boyd Cycling, founded in 2009, has become “synonymous with performance-driven wheels and exceptional customer service.” The company recently expanded its in-house alloy rim manufacturing capabilities and, following the 2024 acquisition of Munich Composites, will soon introduce in-house carbon rim production — something they say is a major step forward in its long-term commitment to innovation and quality. And, in a move that will surely delight British riders, Boyd Cycling has “optimised its wheels to perform even better while riding on the left side of the road. It’s a subtle difference, but we’re pretty sure it involves tiny, invisible magnets.”
“This is a pivotal moment for Boyd Cycling,” added Nicole Johnson, Co-Founder of Boyd Cycling. “Bringing Paddy on board means we can better support our UK customers and retail partners with local expertise. It’s not just about growth — it’s about creating a truly global community around the brand. Plus, now we have someone who can explain cricket to us.”
Paddy has previously held senior roles at some of the industry’s leading brands and has long been a passionate advocate for rider-focused innovation.
I’m thrilled to join Boyd Cycling at such an exciting stage. Boyd’s approach — combining cutting-edge in-house rim manufacturing with a real passion for supporting cyclists — is exactly what the market needs. I’m looking forward to building the brand’s presence in the UK and ensuring more riders get to experience the performance and quality Boyd wheels deliver. Initially, I was concerned about the wheels handling our infamous British potholes, but then I saw a picture of the roads in South Carolina, and I gasped, ‘Oh Dear Lord!’ I realised Boyd wheels would be just fine – Paddy Blake, UK Market Manager.
With Paddy’s appointment, Boyd Cycling will accelerate its growth in the UK market, offering a stronger local presence for customer support, retail partnerships, and marketing initiatives.
Expect more tea, more biscuits, and even more incredible wheels.
For dealer enquiries, please contact paddy@boydcycling.com
