Whyte Bikes appoints new CEO and CMO

Following last year’s Cairngorm Capital investment, the Whyte Bikes business has today announced new CEO and CMO appointments, with Ed Culley and Christina Sartori joining, respectively.

Ed joins from Dyson, where he was Global President of the company’s professional (business) products division, which he developed into a $100m+ business operating across 26 countries.

Well versed in capitalising on the opportunities available to innovative companies, Ed brings extensive experience of product innovation and international expansion, having led Dyson’s operations in the US, Australia, New Zealand and Europe. Supported by Whyte’s management team, Ed is tasked with providing the strategic leadership to leverage Whyte’s strong market position, to achieve further growth.

With expertise in building lifestyle brands, Christina joins from global sportswear brand, Sweaty Betty, where she spearheaded the company’s marketing and brand strategy, building the company’s presence across the 150 countries that it serves.

She was instrumental in growing Sweaty Betty from a traditional bricks and mortar British brand into the digital lifestyle brand it is today. She is credited with building the engaged social community and influencer network that the company is well known for. Christina will be responsible for growing Whyte Bikes to be a market leader, evolving the brand identity and building an engaged global community of Whyte Bikes advocates.

David Hill, Whyte’s Chairman, said, “On behalf of the entire team, I am pleased to welcome Ed and Christina to Whyte. Both are outstanding individuals with a proven track record of transforming consumer facing brands, while continuing to delight their users. Ed’s background in product, design and engineering innovation marries well with Whyte’s heritage and future focus. We also have much to learn from Christina’s skill in brand and community development. Their expertise will be instrumental in scaling our business, to ensure that Whyte fulfils its outstanding potential.”

Ed added, “I am delighted to be joining Whyte – it is at a really exciting point in its development and is ready to capitalise on the numerous opportunities available to it. Although we have ambitious goals to fulfil, Whyte is an exceptional brand with outstanding products, an excellent management team and lots of potential for growth. I look forward to leading the next phase of its development.”

Christina said, “As an avid mountain biker, I couldn’t resist the opportunity to join Whyte. The problem solving mindset and technical innovation, set Whyte apart from other bike brands. I am thrilled to take on the exciting challenge to grow Whyte into a local and global market leader, delivering compelling storytelling, exceptional partner relationships, and an unparalleled customer experience.