Chris Yates joins Extra UK

Extra UK has appointed Chris Yates to the role of Brand Specialist, who will join as additional support to the fizik, Crank Brothers, Brooks and Pirelli brands in the distributor’s portfolio.

“I’d heard a lot of great things about the company and from the outside they appeared to be doing the right things in a rapidly evolving market,” said Yates. “There’s a close-knit group of people on board and usually when there’s good people who have been with the company for a long time it’s a good sign.

“The role itself is particularly interesting as first and foremost it’s working with some top tier brands in their categories. Fizik, Brooks, Crank Brothers and Pirelli will be familiar to pretty much every serious bike rider around the world. And secondly, the opportunity to specialise in these brands is really exciting, to develop deep product knowledge and be able to pass that on to dealers and support that all important sell-through.”

Yates brings 10 years of experience in account management within the bicycle industry to the role, and prior to that was a Regional Development Manager at British Cycling.

When asked what he was most looking forward to in his new role, Yates replied: “Getting really in depth with the brands and products and then bringing that knowledge to the dealer base and being able to support them by giving them the tools to bring those products to life for customers. What sets IBDs apart is their customer relationships and their product knowledge. Anything that I can do to support those factors has to be a good thing.”

Simon Ford, Sales Director at Extra, added: “Chris has a great understanding of cycling and the cycling industry so is well placed to support our brands and customers. His focus brands are both well established and fast developing so will provide an exciting, engaging role for him. It’s really great to have him on our team.”

Yates can be contacted via email or on 07436 177301.