Alex Metcalfe Joins Silverfish UK as Commercial Director

Alex Metcalfe has joined the Silverfish board and will lead the Saltash company’s sales and marketing efforts as Commercial Director.

Alex has an impressive track record having risen through a number of senior sales and marketing roles at GORE Wear, WL Gore & Associates, culminating in responsibility for the global business as Sales Leader. Most recently Alex was Sales Director Europe & APAC for D30 leading a team operating a across Outdoor, Sports, Motorcycle, PPE, Defence and Electronics industries.

Managing Director, Matthew Osborne, commented; “We are really excited that Alex is joining the Silverfish team. Having Alex onboard will add a level of sophistication to our commercial efforts and really help us to further develop our support for customers and to meet the challenges of an evolving market in exceptional times.”

Alex Metcalfe commented; “Having been given my first mountain bike thirty years ago, I was so excited to enter the cycle industry twenty years ago! Since then, my journey has seen me partner with specialists and key accounts across the globe, grow brand recognition, launch countless new products, win test awards and ride bikes with exceptional people. I’m passionate about engaging riders and driving sales from creating consumer insistence and delivering exceptional Go to Market execution. It’s an amazing opportunity to work with the team at Silverfish; I’ve been a customer, Silverfish brands are on my bikes and now I’m looking forwards to working together to continue the growth!”

In January of this year Silverfish took on a significant investor in Connection Capital, which Founder Darren Mabbott said would “mark an exciting new chapter for the business and one which I think will open up numerous opportunities for our brand partners, retail customers and the talented team at Silverfish.”

Darren remains actively involved supported by the new managing director and CFO Ed Gardiner, who joined in May.