Bruce Sandell joins CyclingTips as EU and UK advisor

Publishing and events industry veteran Bruce Sandell has joined the CyclingTips team in the role of UK and European Strategic Advisor.

Known largely as the former head of Gruppo Media (the previous owners of pro cycling journal Rouleur) and the creator of the Rouleur Classic international event, Sandell has over 30 years experience to share with the cycling publisher as it seeks to broaden its reach in Europe.

Sandell joins a gradually growing team in the UK that has both editorial and commercial arms. Having been started in 2008 by Wade Wallace, the publisher now boasts staff in Ireland, the USA, France, The Netherlands, New Zealand and Spain, as well as having roots in Melbourne, Australia.

“I met Wade, the founder of CyclingTips, back in the early days when it was a side project for him, with big aspirations for the future. It has been great seeing him transform his dream into a global media brand. I am a big fan of what he and his talented team have created; so it is a great pleasure to be invited to help them on this journey,” Sandell said of his new role.

Wallace said that organic readership in the UK and Europe has been “growing at an extremely rapid rate” and that Sandell’s experience would help maximise the opportunity attached to this audience.

As an aside to his role with CyclingTips, Sandell is also pivotal in directing the industry-backed Cycling Marketing Board, which seeks to used pooled industry funds to shape cycling policy in the UK. Thus far the #bikeisbest campaigns and YouGov supported research has quashed a series of myths about cycling’s perception in the UK and illustrated the scope or transport change with a series of research commissions. Bruce is also a Cyclopark charity trustee.