Will Fripp becomes Extra UK CEO, leadership promotions made

In anticipation of what the distributor describes as “ambitious expansion plans”, Extra UK has appointed industry veteran Will Fripp as its new CEO, in tandem handing two promotions to key staff to further enhance its’ leadership team.

In a prominent career encompassing senior roles at Madison, Specialized and most recently at SHIFT Active Media, Will has accumulated a wealth of skills and industry experience to bring to the company.

Of his new appointment he said, “I am truly excited to join the brilliant team at Extra and to support Brian and John in leading the company’s next phase of development. Working with Extra’s carefully curated group of world leading P&A brands will be a great honour”.

Extra UK also announce the promotion of Stephen Hayes to COO; after four years at Extra, Stephen’s proven leadership of the company’s marketing and operations departments have made him an integral part of the company’s senior management team.

There are also changes in the leadership of Extra’s sales team, with the promotion of Jonny Yates from South West Area Manager to Head of Sales following the departure of Simon Ford. Simon leaves Extra after eighteen years and everyone at the company wishes him all the best with his future career. They thank him for his considerable contribution to the company’s journey during that period.

Of these changes, co-founder Brian Stewart said: “with the rapid growth of the business it’s an ideal time to add fresh impetus to an already successful formula. We believe the management group are very well-equipped to drive future expansion. Alongside several other planned hires, it’s great to have Will on board and to see Jonny grow into his new role while also recognising the personal growth and commitment from our COO Stephen.”

Extra will be attending March’s Corebike Show which is now confirmed for 20th – 22nd March 2022. This event-season staple will feature the latest products and innovations from Extra’s market-leading brands. Following the absence of Corebike in 2021 they look forward to meeting up once again with their brands, customers and the wider industry.

Will and Jonny’s email contacts are linked here.