Extra UK has announced two new additions to their growing team, with Antonio Fiore joining as National Account Manager and Emma Dickson taking on the role of Retail Marketing Manager. 

Antonio brings a wealth of industry knowledge and experience, having spent more than 13 years at Silverfish in a variety of roles. Prior to that, he developed his retail expertise with Hargroves Cycles and Red Planet Bikes, building a strong understanding of both the retail network and the cycle consumer. 

Antonio Fiore

‘I’m thrilled to be joining Extra UK and becoming part of a business with such a strong reputation in the industry. My time in both retail and distribution has given me valuable insight into the needs of retailers and brands, and I’m looking forward to building on those relationships in my new role. Cycling has always been more than just a job to me. It’s a passion, a hobby and, at times, an obsession. While mountain biking remains my focus, I’m a fan of anything on two wheels, whether that’s family rides or spending more time back on drop-bar bikes. I’m grateful for this opportunity and excited for what lies ahead.’ Comments Antonio. 

Alongside Antonio, Extra is also pleased to welcome Emma Dickson to the team as Retail Marketing Manager, where she will focus on strengthening retailer marketing support and communications. Although Emma joins from outside the cycling industry, she is a passionate road cyclist and has long been eager to combine that passion with her professional career. Recently she participated in the Uplift Mentoring programme, gaining valuable insight into career opportunities in cycling and cementing her ambition to move into the industry. 

Emma Dickson

Commenting on her new role, Emma said: ‘Joining Extra UK and having the opportunity to combine my experience with my passion for cycling is fantastic. Having long wanted to build a career within cycling, it’s been great to join a team with such a strong reputation, and I’m enjoying getting to know our brands, retailers and the wider industry.’

Will Fripp, CEO, commented;

‘We are delighted to welcome both Antonio and Emma to Extra UK. Antonio joins us with deep roots in the UK cycling industry and experience and relationships across the retailer base. Emma brings strong expertise from outside the industry, a fresh perspective and a genuine passion for cycling, making her a fantastic addition to the marketing team. Both additions reflect our continued investment in supporting retailers and strengthening the service we provide to our brand partners.’

For any inquiries or to connect, please reach out to Antonio or Emma directly: