Saddleback expands brand portfolio, sales team & territory

Saddleback has announced it is continuing to invest in the future of its brands by expanding its brand offering, regional sales force and territory to include the Republic of Ireland in addition to England, Scotland, Wales and Northern Ireland. The company is also moving into international distribution in Germany and Austria.

Having recently added high-end suspension company PUSH Industries and bike cleaning and sealant specialist Peaty’s to the portfolio, Saddleback has also ramped up investment in its own team.

The regional sales team for Great Britain, Northern Ireland and the Irish Republic has grown to six members, with the addition of three new sales professionals in the past six months. Key to this has been the introduction of a dedicated salesperson for Scotland, Ireland and Northern Ireland, an investment reflecting the broadening of Saddleback’s MTB portfolio.

As well as bringing better access to products and face-to-face communication for cycling retailers in across the UK and Ireland, the new appointment allows a broader realignment of sales areas resulting in increased capacity to serve the Midlands, North and London South East areas. Meanwhile, dealers in the South West will now also enjoy a greater focus with a particular emphasis on Devon and Cornwall.

Saddleback has also added a National Account Manager to the sales team to give dedicated support for larger accounts to ensure they get the service they need while allowing territory managers to maintain a high-quality, personal service to the wider dealer base.

Meanwhile, Saddleback continues to grow its influence elsewhere in Europe as it develops its team to deliver ENVE and Chris King to the German and Austrian markets. To this end, Saddleback has also appointed a European Territory manager as well as a German-language customer service specialist.

Saddleback Founder and Managing Director, Andy Wigmore, said: “Despite the challenges faced by many in the Cycle Industry today, we remain positive and optimistic about our opportunities for ongoing growth in the UK and Ireland markets, as well as overseas. These investments in additional personnel add to the talent within our business and ensure that we continue to bring the world’s best Elite Performance Brands to discerning cyclists wherever they may be found. We have clearly defined growth objectives and continue to invest to build the best platform for our brands for the future.”

The new Saddleback sales team and their territories are as follows:

London and the South

Justin Hoy
07917 462224
Email Justin

North, Midlands and the East

Michael Fish
07917 462223
Email Michael

Scotland, Northern Ireland and the Irish Republic

Adrian Yate
07917 462228
Email Adrian

Wales, the West and Channel Isles

James Wellman
07769 682429
Email James

South West Peninsula

Anthony Evans
07917 462221
Email Anthony