Decathlon appoints new UK National Cycling & Active Travel Leader

David Martin has been appointed Decathlon UK’s new National Cycling & Active Travel Leader, taking the lead role from the 1st of August 2021.

Martin replaces Peter Lazarus, who after eight years in the position will take on new responsibilities at Decathlon’s international cycling headquarters in Lille, France from the 1st of September 2021.

An active cyclist and triathlete, David’s knowledge of the sector is described as “strong”, particularly when combined with his 16 years with the business both here in the UK and in Spain.

David comes fresh from a retail path where he has been store manager at Decathlon’s Cambridge branch for the past three years with a defined success, particularly in the local cycling market.

He will focus on growing Decathlon’s UK market share in the cycling and active travel sector both on and off line. He will lead and coordinate all key strategies to improve the omni-channel customer experience as well as identifying new opportunities for growth through it’s owned channels and with external partners. He will also be the UK representative for all of Decathlon’s in house cycling brands (Triban, Van Rysel, Riverside, Rockrider, b’Twin) and as such will manage their branding, positioning and mass awareness for the UK.

David says of the role: “I am a strong advocate of any initiative to promote cycling as a means of sustainable transport as well as the physical and mental health benefits this great sport can provide. Decathlon UK’s aim is to make cycling accessible to as many people as possible and all of our decisions and strategies will be fully aligned with this goal.”

Earlier this week, CI.N revealed that Decathlon will now enable retailers and distributors to list their stock on the Decathlon website in exchange for a commission (determined by product type).