Andy McAteer becomes Challenge Tires brand manager

Challenge Tires has announced this week that Andy McAteer will be the new Brand Manager for the UK and Ireland as the company, which specialises in handmade bicycle tyres for competition and enthusiast use, continues to expand in this significant sector in the cycling market.

Andy will be supporting UK distributor Upgrade Bikes in the promotion of Challenge Tires through the existing dealer network, as well as looking for any new potential opportunities and customers in the UK.

He will also be developing OEM relationships for UK bike and frame manufacturers, along with identifying athletes and teams who would be a good fit for the Challenge brand.

Bringing over 16 years’ of experience in the cycle trade, Andy has worked for Edinburgh Bicycle Cooperative, Ribble Cycles and ProBikeKit, holding various roles covering sales, branch management, product manager roles and buying. Andy is also a keen cyclist – road, gravel and mountain bike.

Upgrade’s Head of Marketing, Mark Noble, said, “We’re excited to have Andy working on such a key brand for Upgrade, and place focus on a brand with a product reputation that few companies can match. Challenge is really on a roll right now.”

Of the new position, Andy declared, “I’m really looking forward to working with everyone at Upgrade closely to make the UK market aware of Challenge Tires and the benefits of handmade supple tyres in the cyclocross, road and gravel markets. By also offering Challenge to UK bike builders, this will also help support the aftermarket side of the business. As a family-run business, Challenge Tires can quickly adapt to the market, and I am particularly excited about the gravel tyres and getting UK riders on to them in what is an increasingly important segment for us.”

For more information on the brand and its products head to Upgrade’s website here.

Andy McAteer can be contacted by email here.