Early Rider recruits former Pon.Bike and Woom leaders as it sights global growth

British children’s bike brand Early Rider has strengthened its senior leadership team with the appointment of Mario Herbold as Chief Operating Officer and Janine Bessen as Head of Global E-Commerce, adding significant cycling industry experience as the business invests in its international retail network and continued global growth.

Herbold joins from Pon.Bike Performance GmbH, where he was General Manager, following more than ten years at Canyon Bicycles GmbH. At Early Rider, he will focus on strengthening the company’s global operations and supply chain, ensuring the right products are in the right markets at the right time and giving retail partners the availability and service they need as the brand grows.

Bessen joins from Austrian children’s bike brand woom, where she spent more than three years, most recently as Head of Global E-Commerce & CRM. She will lead Early Rider’s global e-commerce strategy, using digital channels to build brand awareness, reach more families and support the brand’s continued growth across both direct and retail channels.

Andy Loveland, Founder of Early Rider, said: “Bringing Mario and Janine into Early Rider is a significant step for us. Between them, they bring experience from some of the most respected businesses in the bike industry. Mario will make sure we have the operational backbone to support our growth — getting the right products to the right places at the right time. Janine will help us reach more families around the world, build awareness of Early Rider and create demand across our markets.

“Our retail partners are a big part of how families discover and experience Early Rider. As we grow, we want to be an even better partner to them, with greater availability, strong service and more customers looking for Early Rider. We’ve spent 20 years obsessing over making the best possible bikes for kids. Mario and Janine bring the experience we need for the next stage of the business without losing what makes Early Rider different.”

Mario Herbold, Chief Operating Officer at Early Rider, said: “Early Rider has built an exceptional product and a strong network of partners around the world. My job is to make sure we can support both as the business grows, with the right products in the right markets when our partners and customers need them. I’m looking forward to building on what’s already here and making sure our operations can support Early Rider’s ambitions without compromising on product or quality.”

Janine Bessen, Head of Global E-Commerce at Early Rider, said: “Early Rider has an incredible product philosophy and a distinctive approach to children’s bikes. There is a huge opportunity to build on that digitally, helping more families discover the brand and supporting our partners in bringing Early Rider to customers around the world. I’m really excited to help shape the next stage of Early Rider’s growth.”

The appointments come during Early Rider’s 20th anniversary year and form part of the company’s continued investment in the people and infrastructure needed to support its growing international retail network, build demand for the brand and improve product availability as Early Rider enters its third decade.