Ribble Cycles appoints Sean Hastings as new CEO

Ribble has announced the appointment of Sean Hastings as its new chief executive officer (CEO), effective July 1, 2024.

Hastings is a seasoned executive with a wealth of experience in leading transformational change and growth across the consumer sector.

He joins from B2C Group, where he expanded the business internationally, becoming one of Europe’s top-rated water sports retailers.

Prior to that he was chief customer officer at River Island and ran the online business, and before that chief marketing officer at Pentland Brands (owner of brands including Speedo, Berghaus, Endura and Ellesse).

This appointment follows Ribble strengthening the board last year with the appointment of Becks DeNiro as chair of Ribble.

DeNiro has deep experience in product-led and brand driven organisations from her time as CEO at Pure Electric and MD of Dyson UK.

DeNiro commented on Hastings’ appointment: “We are absolutely delighted that Sean is joining Ribble as CEO. The business has an exciting future ahead, and Sean’s extensive experience across product, brand and multi-channel retail will be invaluable as we embark on the next phase of our growth journey and lead innovation within cycling.”

Hastings added: “I’m thrilled to be joining Ribble, a business with such deep roots in cycling. I’m looking forward to working with the team, building on the great product offer and taking the brand on the next stage of its growth journey.”

Current CEO Andy Smallwood will transition to a senior adviser role, ensuring continuity and strategic support for Ribble.

Smallwood’s contributions over the past seven years have been instrumental in transforming Ribble into the cycling brand it is today.

Will Pearson, managing director, True, Ribble’s majority shareholder, said: “We want to thank Andy for everything he has achieved at Ribble over the past seven years.

“The business is almost unrecognisable from when Andy first joined and is now one of the strongest brands in cycling with a fantastic customer proposition and some of the best, award winning bikes in the world.”