Endura has appointed David Greenwood as Vice President of Marketing, leading the cycling brand’s global marketing strategy and supporting its next phase of brand and commercial growth.
The appointment comes as Endura builds on more than 30 years of product innovation and proven performance, with ambitions to become a more distinctive, culturally relevant and consumer-led global brand.
Greenwood joins after seven years leading cycling marketing at Frasers Group across a portfolio including Evans Cycles, Vitus Bikes, dhb and the former Wiggle and Chain Reaction.
In his new role, he will lead Endura’s global marketing across brand, digital, social, PR, community, athletes, partnerships and events, with a particular focus on strengthening how the brand comes to life in retail across key markets.
Shane Wallace, US SVP for portfolio brands at Pentland Brands, said: “David has a rare ability to connect brand, product, community and commerce, and turn a clear point of view into work that moves the business.
“Endura already has incredible product credibility and a character that is very much its own. The opportunity now is to make that matter to more people, in more markets. David has the ambition, energy and commercial instinct to lead that next chapter.”
Greenwood added: “Endura has all the ingredients you want in a cycling apparel brand. Brilliant product, earned trust with riders, a strong point of view and enough personality to stop us becoming another beige cycling brand. My job now is to connect those ingredients much more deliberately. I want us to create a brand-riders actively seek out, retailers are excited to sell and people genuinely want to be part of. Cycling is meant to give you a buzz. Our marketing should probably do the same.”
Founded in Scotland in 1993, Endura develops performance cycling apparel, protection and accessories across mountain bike, gravel and everyday riding. The brand is part of Pentland Brands.
