Apidura announce Ian Carter as Brand Marketing Manager

Apidura has announced Ian Carter as the bikepacking brands’ new Brand Marketing Manager. Ian joins the business after a long stint at Specialized, where he focused on digital and ecommerce, bringing with him a wide-ranging marketing skillset that will help the Apidura team to strengthen and develop further what the brand has already achieved.

Of the brand, it remains an independent, family run business of cyclists, makers and problem solvers, brought together by a shared mission to create the best possible technical bikepacking products that help adventurous cyclists find better ways to explore the world by bike.

In making the announcement, the brand also highlighted that it stands against impulse consumption and aggressive marketing, having established a content-led communications strategy where the business aims to bring value to their community, rather than add to the noise of an already busy industry.

Apidura Director Tori Fahey previously described discount culture (and, in turn, Black Friday promotions) as, “so pervasive that discounts have almost come to be seen as a human right. But the thing is; discounts aren’t a bargain. At all.” She went on to describe discounting as “an addictive and harmful drug for businesses” and a “lazy rush to the bottom”. “Products get worse,” she said. “Our houses fill with more stuff that will never get used. We try things on a whim and discard them just as quickly. It’s bad business and it’s killing the planet.”

The brand is well known and admired for having built sustainability into every part of the business, with Co-Founder Pierre Coeffe stating, “By focusing on product lifecycles, reducing consumption behaviour and harbouring a repair and reuse culture, we can go a long way to reducing the environmental footprint of our products.”

In July of 2022 the brand became B Corp certified.

Of the appointment, the announcement notes, “As the business has grown, it has became clear that we needed someone to bring together all aspects of Apidura’s marketing and brand building efforts, so we’re excited to welcome Ian Carter as our new Brand Marketing Manager.”