Lake Cycling UK announced with UK staff to drive market development

Lake has announced that, as the brand moves into Spring/Summer 2023, they plan to build on the existing UK retail partner relationships with the forming of Lake Cycling UK.

The step comes as the business seeks to better understand the UK market, and the specific needs of UK cyclists, whilst also offering the brand the opportunity to interact directly with retail partners and customers alike. With this in mind, Lake Cycling UK will be responsible for managing and developing the partnerships with UK retailers, our marketing strategy and our support for the UK cycling scene.

Heading up the UK sales drive will be new UK Sales Director, Richard Williams.

Richard comes joins having worked closely with us over recent years, as the UK & Ireland Sales Manager for Moore Large. With over 25 years’ experience within the UK cycling industry, at all levels, Richard has a deep understanding of the market and its customers, and he’ll be using this expertise to lead Lake Cycling UK, and its new vision for direct sales, with our exceptional retail partners.

Lake Director, Christian Van Asten has stated that he is ‘excited and extremely happy to announce Lake UK today, and to continue to grow the UK business, bringing the legendary Lake comfort and performance to even more cyclists.’

To contact Lake Cycling UK Sales Director, Richard Williams, please email richard@lakecycling.com