Freeride, a marketing and communications agency specialising in cycling and endurance sports, has bolstered its senior leadership team with the appointment Tom Foy as Partner.
A brand communications specialist with over 18 years’ experience running global campaigns for leading sports, luxury and entertainment brands, Foy adds his experience spanning PR, content strategy, sponsorship activation and editorial.
‘Having held senior positions at large global agencies including Weber Shandwick, Edelman and WPP, working with brands including Red Bull, Aston Martin and Microsoft, Tom Foy will spearhead the development of Freeride’s business offering, client services and creative communications capabilities. A long-time avid cyclist and cycling blogger, he brings insights from thousands of kilometres in the saddle on and off-road.’
Freeride is an integrated communications agency from the team behind the media channel, Cycling Pulse.
‘Starting as a Facebook page in 2017 to offer a fresh and youthful perspective on the world of cycling, Cycling Pulse became one of the biggest online communities in the sport.’
‘As brand partners including Canyon, Zwift, Brompton and others came on board to harness the team’s digital expertise and reach thousands of cyclists around the world, it became clear there was the demand and capacity to offer much more. Freeride is the evolution of that journey – a full service marketing communications consultancy for cycling and endurance sports brands.’
Commenting on his new role, Tom Foy said “I have followed the meteoric rise of Cycling Pulse since the beginning, so when I learned the team had launched Freeride, bringing a forward-thinking integrated agency approach to some of cycling’s biggest brands, it was an opportunity too good to miss.
“I believe there is huge potential to evolve the role of communications in what is a pivotal time for the industry, and I’m excited by what we can achieve together.”
Oliver Attinger, Founder and Managing Director of Freeride said “Tom’s appointment marks the beginning of an important next phase of our rapid growth, and it’s a huge win to have someone of his calibre and experience joining the team.
“His expertise will enable us to broaden our offering even further, provide senior strategic counsel to our clients and play a critical role in the ongoing development of the business.”
