Will Fripp is a UK industry veteran with decades of experience across all segments of the cycling business. Will's journey spans from his early days working at bike shops and Evans cycles to leadership roles at Madison, the UK's largest distributor and Shift Active Media.

He is now the head of Extra UK, one of the country's premier cycling distributors, and Will offers unique insights into the evolution of the industry, particularly in post-Brexit Britain. In this conversation we'll explore how distribution has transformed in the digital age, the challenges of navigating Brexit and the pandemic's boom and bust cycle, and the current state of the UK cycling market.

Will brings a wealth of knowledge about brand management, marketing strategy, and the delicate balance of curating the right assortment of brands that complement rather than compete with each other.Join us for a fascinating look at the past, present, and future of cycling distribution in the UK through the eyes of someone who has lived it from all angles.

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