Whyte Bikes appoints Mike Sanderson as Senior Product Manager

Whyte Bikes has announced it has appointed Mike Sanderson as Senior Product Manager. Sanderson will focus on the specification of Whyte’s high-end bikes and eBikes, as well as building strategic partnerships with key suppliers and stakeholders.

Sanderson will be joining the group from TheRiderFirm where he worked as Chief Strategy Officer, responsible for the development and brand building of its Privateer mountain bike and Cairn e-bike brands. Sanderson began his career with Raleigh, managing the expansion of Diamondback across Europe and working closely with professional riders including the Ashton/ Diamondback Team.

Sanderson will be working closely with Andy Jeffries, Whyte’s Product Director. Jeffries said: “We are very excited to bring Mike into our product development group. He has an outstanding reputation for developing award winning and “best in test” bikes so his experience is a perfect complement to our current team. We are looking forward to working together to produce the next generation of progressive bikes and e-bikes.”

Sanderson added: “With its laser focus on performance and design, Whyte Bikes is the pinnacle of British bike design, so I am delighted to be able to apply my passion for bikes and racing bikes to such a fantastic brand. It’s exciting to work with such a great team and to have the opportunity and resources to put my ideas into practice.”