Bikes Chief Strategy Officer
Mike joined The Rider Firm in 2020, having spent the previous 8 years of his career creating and developing the Calibre brand for Go Outdoors. A Graduate of computer aided product design, a keen rider since his early teens he was destined to work in the bike industry enabling him to continue to eat sleep and dream bikes. His career started working for Raleigh which saw him brand manage Diamondback in Europe and worked closely with many professional riders including the Ashton/Diamondback Team.
Mike now works as Chief Strategy Officer for Bikes at the Rider Firm where he and his team are developing the Privateer and Cairn bikes of the future.
His close connection to the world of bikes has now brought him to the Forest of Dean, where his lack of personal welfare on a bike has given him an uncanny ability to break bones. The few times a year he remains unbroken you’ll find him riding the trails with his sons and racing Enduro around the UK.