Mike Cunningham recruited by Sports Marketing Surveys

Ex-Cycle Surgery director joins sports survey business

Sports Marketing Surveys Inc has bolstered its cycling arm with the appointment of Mike Cunningham as the sports business manager for cycling.

The market-leading research company are set to embark on a substantial, pan-European research programme involving participation monitoring and trends, market sizes and evaluation of equipment usage at major European cycling events in 2014.

“We’re delighted that Mike has joined us," said SMS MD John Bushell. "We ensure that our team have both a passion and deep knowledge of the specific sports we research. For cycling, we needed to have someone who the industry knows, trusts and respects.”

Cunningham joins the business with twenty years’ experience in the cycle industry, having forged strong relationships with key retailers and brands. Formerly retail and operations director at Cycle Surgery, Mike helped the business grow from 7 to 29 stores. Previously he was the retail director at Evans Cycles.

At SMS Cunningham will work solely within the cycle market to provide research and reporting to the cycle industry within the UK and international markets.

He said: “Over the last few years I have seen just how vital data and intel has become for the key stakeholders in the cycling market.

“The best businesses are using data to stay at the top. I’m really excited to join the SMS INC. team. My aim will be to help the stakeholders in the cycle industry to understand the market, develop their strategies and to continue to grow.”


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