Amidst a turbulent bike market, British bike brand Whyte has reaffirmed its commitment to the independent bike dealer (IBD) channel. Together with the backing of its owner, Cairngorm Capital, the bike brand has also announced a raft of new appointments and internal promotions.
Established in 1999, Whyte is an award-winning British bike manufacturer, with a range extending across mountain, gravel, commuter and e-bikes.
It recently won two categories in BikeRadar and MBUK’s Bike Of The Year Awards – bringing its total ‘best in category / bike of the year’ award wins to four this year.
“These awards are fantastic recognition of the incredible talent and lengths our engineering and product teams go to in designing, developing and testing each and every one of our bikes,” said Whyte’s Product Director, Andy Jeffries.
“We have always done things our own way, following where the engineering leads to create the best riding bikes possible and it’s heartening to see all the teams’ efforts recognised with these awards.”
Despite challenging market conditions, Whyte points to four bike of the year awards and wider critical acclaim as positive momentum for the brand. First initiated by a brand refresh – together with the unveiling of the ELyte and curated MY24 ranges in November last year – the company moved forwards with the appointment of Nikki Hawyes as CEO, and ex-McLaren Group COO, Jonathan Neale as Chairman in February 2024.
The new leadership brought renewed focus and energy for the brand. A release from Whyte notes that it… ‘remains absolutely committed 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.’
Whyte has invested in dealer POS displays and elements, which have rolled out to IBDs 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,” said 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 owner, Cairngorm Capital, also remains committed to the brand. “The bicycle market is incredibly challenging right now,” said Cairngorm’s Managing Director, Matt Anstead. “But, we believe in and are committed to the long-term future and growth of the Whyte brand.”
Whyte is also investing in its team and has announced 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 July 1, 2024. Most recently at Cannondale, he has 12 years of experience in the cycling industry.
Scott Morton joins Whyte as Midlands Territory Account Manager. Formerly at Orbea, Morton has 15 years of bike industry experience – ranging from retail, account management, guiding, and territory sales.
In addition, Ross Patterson – who 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, latterly as Director Sales Development, has been promoted to Business Development Director at Whyte 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 & Events Manager and will train and support dealers across the UK on the brand’s new bikes and technologies, as well as manage consumer demos and other events.
Whyte is also actively recruiting for a Product Manager and a Northern Account Manager to bolster its product and accounts teams. Applications can be made via email, with CVs and covering letters, to: jobs[at]whytebikes.com.
