Ribble Cycles Appoints ex-Boardman Bikes Managing Director as new CEO

Monday 7 August, 2017


Ribble Cycles, the rapidly growing UK direct-to-consumer cycling brand and one of the longest established bicycle manufacturers and retailers, has announced the appointment and upcoming arrival of Andy Smallwood as its new CEO.

Andy joins Ribble from Boardman Bikes where he held the role of Managing Director. During his tenure at Boardman Bikes, Andy, a passionate cyclist, played a fundamental role in building the brand from inception, growing it into one of the largest and most well-known bike businesses in the UK and internationally, supported and subsequently owned by Halfords PLC.

His appointment will further strengthen Ribble Cycles’ market leading team as the company continues to focus on establishing the brand as a key global player in premium quality bikes. Smallwood will be responsible for the overall strategy of the business, further developing the brand following significant recent investment, establishing strategic partnerships, and exploring further distribution channels for the brand in both the UK and globally.

Smallwood comments: “Having spent the last decade building and establishing Boardman Bikes as a leader in premium cycles, I am delighted to be joining a world class team at Ribble Cycles. It’s a brand that has coupled technical expertise and passion for the bike industry for over a century and now boasts a leading digital and data driven team and distribution platform fit for the future of the cycling market. I’m inheriting a business that has been led by an exceptionally talented management team delivering strong growth across all categories. I am excited at the prospect of further developing the business into a leading direct-to-consumer bike brand in the UK and worldwide.”

Ribble Cycles is owned by retail and consumer specialists, True Capital, which acquired Cyclesport North Ltd, trading as Ribble Cycles, in 2015. Ribble has received significant investment under True’s ownership, including a new digital platform, a refreshed brand identity, the launch of a new bike range, an internalised web development and research function, the launch of two destination showrooms and a new senior team to complement the existing team.

Paul Cocker, co-founder of True Capital, comments: “The appointment of Andy to CEO is a key milestone for the business. Attracting high calibre people to the team is testament to the growing presence of the Ribble brand and True’s strong industry ties cultivated through our live network. I am delighted with the progress the business has made in the last 18 months and look forward to Andy driving further growth in the coming years.”