Whyte Bikes announce host of appointments and promotions

Whyte Bikes has announced a raft of new appointments and internal promotions.

This investment in its team includes two new joiners who will bolster its UK territory accounts team in July, together with internal promotions and role creations.

Jordan Frampton joins Whyte as UK sales director from the start of July. Frampton has 12 years of extensive experience in the cycling industry with a proven track record of driving growth and fostering strong relationships.

Latterly at Cannondale, he takes a keen understanding of the unique needs and challenges faced by independent and specialist retailers which will enhance IBD engagement and initiatives still further.

Scott Morton will also join Whyte as Midlands territory account manager from Orbea.

With 15 years of bike industry experience – ranging from retail, account management, guiding, and territory sales – Morton will play an essential frontline role for the brand as it builds stronger bonds with dealers.

In addition, Ross Patterson – who has recently celebrated 36 years with Whyte and its former entity, ATB Sales – moves into the newly-created role of international sales director, dedicated to developing Whyte’s international business.

Michelle Lee, who joined Whyte in July last year following more than 16 years at Adidas, has been promoted to business development director to drive business growth with a focus on revenue channels outside the IBD network.

Rob Webb has been promoted to be Whyte’s new training and events manager and will train and support dealers across the country on the brand’s new bikes and technologies, as well as manage consumer demos and other events.

These appointments and promotions reaffirm Whyte’s commitment to the IBD channel and its network of specialist dealers around the country.

Working in partnership – rather than against – Whyte is actively working on margin-boosting initiatives, amongst others, to support its dealers through this tumultuous time.

To further support its partners, Whyte has invested in dealer POS displays and elements, which have rolled into dealers around the country.

“The IBDs are the lifeblood of the British bike industry and so they remain our largest and most essential route to market,” says Whyte’s CEO, Nikki Hawyes.

“Despite the market challenges, we are doubling down on this as we actively look to strengthen these bonds, work in partnership, and move forwards together.”

Whyte’s owners, Cairngorm Capital, also remain committed to the brand despite market challenges – both now and in the years to come:

Matt Anstead, Cairngorm managing director, explains: “The bicycle market is incredibly challenging right now, but we believe in and are committed to the long-term future and growth of the Whyte brand.”