Belgian Cycling Factory strengthens Nukeproof leadership with appointments
Belgian Cycling Factory (BCF) has expanded its leadership team for the mountain bike brand Nukeproof.
The company appointed Clive Gosling as Global Brand Director, who brings extensive industry experience and has a “proven passion for building brands”.
“I am thrilled to be joining Nukeproof as Global Brand Director. Honouring the heritage of such a cool brand while unlocking its global commercial opportunity is a huge responsibility. But we’re starting with a blank sheet and zero baggage, so I’m excited to help shape the future of this legendary brand with such a passionate and experienced team,” said Gosling.
The company also appointed Russell Merry, current Managing Director of Belgian Cycling Factory UK, as Global General Manager. In the new position, Merry will lead the Nukeproof brand globally.
“The word that keeps coming up is opportunity — and what an incredible one this is. To bring Nukeproof home and have the freedom to make it one of the most significant mountain bike brands globally will be hugely rewarding. I know I have the foundations of a team that will deliver,” said Merry.
The appointments will enable the company to unite its core leadership in the UK.
BCF said Merry and Gosling will join Senior Product Manager Steve Jamison and Lead Engineer Dale McMullan to drive product innovation and development. They will also oversee all aspects of management.
“With this strong leadership team in place and the brand’s full management back in the UK, I’m convinced that — combined with BCF’s strengths — we will succeed,” said Jochim Aerts, CEO of Belgian Cycling Factory.
BCF recently launched the UK office, which officially began operation on 1 July 2025. With the opening of BCF UK, independent dealers can expect improved service levels, enhanced brand representation and a more responsive supply chain tailored to the needs of the UK and Irish markets.
Earlier this year, BCF acquired Nukeproof from Frasers Group as part of the package when the group bought Wiggle CRC. Labelled a “significant step in BCF’s commitment to high performance cycling, the acquisition enabled Nukeproof to be available through BCF’s dealer and distribution network from Q3.
