Hardacre and Hutchinson appointed to Push.bike leadership

UK-based SaaS platform supporting independent e-commerce bike retailers Push.bike has appointed Luke Hardacre to head of growth and brand as well as Dave Hutchinson to digital marketing manager.

These additions to Push.bike’s leadership are aimed at accelerating market growth by reinforcing the company’s dedication to blending industry expertise with genuine cycling passion. It hopes the additions to senior management will aid the company’s expansion across Europe.

Working alongside them will be Steve Cole, former sales director at Specialized and one of the UK’s most respected commercial operators. He has worked with Push.bike for the past three years.

Australian-born Luke Hardacre has made his name in building and scaling B2C lifestyle brands, most recently having led marketing for a direct-to-consumer surfing start-up. He also spent time building content-led systems which bring together storytelling, automation, and community to inspire growth.

Hardacre said: “I’m a great lover of the outdoors, whether in the water, the mountains or the forests. Having come from a surfing background, I saw first‑hand how the culture and tribal nature of customers mirrors that of the cycling community. When Push. approached me, I was genuinely excited to bring my experience to a platform that shares my passion for adventure and performance.”

Dave Hutchinson has spent over 20 years in road racing and has a wealth of experience in e-commerce. In his last role, Hutchinson was the e-commerce marketing manager at an established online retailer.

Hutchinsons’ strong spots are paid acquisition, CRO, and customer journey optimisation, skills he has crafted over the years of hands-on digital performance work.

Hutchinson said: “I’ve always wanted to work in cycling. Although I’ve worked in some great e‑commerce businesses, nothing compares to contributing directly to a sport that’s played such a big role in my life. Joining Push. allows me to apply what I’ve learned professionally to a space I’m personally passionate about. It’s a rare and exciting opportunity.”

The two new senior managers will work alongside Steve Cole to enhance growth and collaboration with retailors, helping all parties grow. Hutchinson’s optimisation expertise is expected to yield quick results whilst Hardacre develops marketing best practice and spec new marketing tools for performance marketing and Push. Connect customers.

Matthew Power, co‑Founder of Push, said: “Luke and Dave are the perfect additions to our leadership team. Their complementary skill sets, Luke’s mastery of brand growth and Dave’s performance-driven approach, are crucial as we scale our platform to meet the evolving needs of the cycling industry. Their work will not only strengthen Push.’s market position but also empower our retail partners to achieve lasting success.”