Trade veteran Geoff Giddings becomes Shimano’s UK brand head

Raleigh Bikes long-termer Geoff Giddings has today been revealed as Shimano’s UK brand manager at Madison.

Described as “one of the most demanding roles in the industry”, Giddings comes well prepared with over 30 years in the bike industry under his belt.

Gidings will be best known as Raleigh UK’s brand management and marketing director with the Nottingham firm, though has also spent time with Moore Large.

With a keen eye for market trends, Geoff was instrumental in introducing the Haibike E-MTB brand to the UK, helping Raleigh to build the market for quality E-Bikes in the UK.

On top of that, he’s passionate about racing and has competed at regional, national and international level and is an ex-national champion so will be bringing experience at all aspects of the sport with him to Madison.

“I’m really looking forward to working at Madison” he said. “Shimano is a world-leading brand and it’s exciting to get started. With the experience I bring and the fact that there’s already a good team at Madison, I’ll be able to get involved right away.”

Dom Langan, CEO of Madison, is delighted to have Geoff on board. He said: “I am delighted we were able to fill this demanding and challenging role with such a high calibre, well respected and experienced individual” he said.

“The fact that he is also deeply passionate about cycling is a real bonus. I believe Geoff will bring new energy and enthusiasm to the role and I look forward to working with him.”

Dealers and members of the cycling industry will get an opportunity to meet Geoff right away at Madison’s in-house trade show, iceBike* which is taking place at Arena:MK on Tuesday 20th February until Thursday 22nd February.

Register for the show now by visiting