Andrew Herrick leaves Intense Cycles, Jeff Steber returns as CEO

Intense Cycles has announced that Andrew Herrick has left the company, handing the CEO role back to founder and primary shareholder Jeff Steber.

In the role for four years, Herrick’s recruitment had given Jeff Steber the capacity to take on design work in the Creative Director role.

Recent changes at the business have seen the brand deliver direct to consumer globally, with Saddleback retained as a delivery partner in the UK. A 14-day ride or return programme is now offered for buyers, as well as 24-hour dispatch. As a result of the shift, prices of bikes have dropped by between 25 to 30% in a bid to compete with other B2C labels.

“As we have now moved into the Rider Direct business model, it has become more important to me to ensure we reinforce the core authentic roots that made the iconic Intense brand. I have a renewed focus to lead the brand to fulfill its promise and retain the position as a true innovator and disruptor in mountain biking,” said Steber.

“In making this change, I want to thank Andrew Herrick for his time and efforts to grow Intense and the Intense brand. I wish him the best in his future endeavors.”

During his time at Intense, Herrick is credited with moving the brand into the production of carbon fibre bikes, as well as playing a key role in the global route to market switch.

According to Bicycle Retailer, Herrick will take a break before assessing his options, though he plans to remain in the bike industry.