Distributor Upgrade has appointed Paul Hinton as its first general manager.
Hinton will oversee general brand management – particularly for Lezyne – and overall marketing strategy and implementation for the firm.
Upgrade founders Matt Rylet and Damian Mason created the new role after initially marketing to fill a less senior position.
“We had advertised for a replacement for one of our staff at manager level. But with Paul’s long term experience in the cycle industry we decided to bring him in as a senior manager to help us with our continued growth, and to help us realise the full potential of our established brands and to bring about strategic launches of new brands to Upgrade,” said Mason.
“Paul’s history of racing at Pro and National Championship level and his experience in brand management, marketing and promotional aspects along with his high energy enthusiasm for product knowledge, attracted us in appointing Paul.”
Hinton explained: “The opportunity to work with the guys at Upgrade was a no brainer. It’s going to be cool working with the brands that Upgrade has secured over the years and to bring on stream some brands that have lay in the background ready to be launched into the UK.
"I have always been attracted to the way Upgrade have continued to be marketing leaders, establishing themselves as the ‘cool’ distributor to do business with. I like their approach to a relaxed office environment without the office politics of larger distributors, the distinct underplay of egos help in the great team feel of the company.
"I am looking forward to a long term association with all the guys and girls at Upgrade," Hinton added.