Manchester’s Hero Cycles appoints new CEO for UK and Europe

Danny Evans

Danny Evans has been appointed the new chief executive of Manchester-based Avocet Sports, the UK subsidiary of Hero Cycles, the world’s biggest bike maker, by volume.

Danny, 30, has been promoted to the role from head of finance and will now be responsible for growing Hero’s operations in the UK and Europe run from the company’s new £2m ‘Global Design Centre’ opened in 2017 in Central Park, Monsall.

Danny said he takes charge at an “incredibly exciting time” for the company and the cycling industry.

“Our new vision for the company is to give it a clearer identity and market focus,” he said.

“Last year saw us launch the Insync range of bikes for the family market and we have now worked very hard to fine-tune and improve this range which covers, mountain bikes, hybrid bikes, ladies bikes and junior bikes.

“In the Autumn we are excited to report we will be unveiling a newly-designed range of Insync bikes featuring more than 40 different models. The Insync range will be an online-only brand available through the Insync website.

“Separately, the Autumn will also see us launch a new range of Coyote branded bikes. This range of 13 bikes has been developed with Independent Bike Dealers (IBDs) to sell at their shops only and not online.”

Mr Evans said Hero has decided to focus on its strength as a mass market manufacturer of affordable family bikes with the new Insync and Coyote ranges.

“The future for Insync and Coyote is about quality and affordability,” he said.

“We have been able to achieve this standard of bike through the calibre of Hero Cycles’ supply chain in India, which drives our operation making around five million bikes a year.

“The breadth of our supply chain, harnessed with our buying power, enables us to make very high-quality bikes at a low price that few of our competitors can match.”

He added: “We are particularly excited to grow our exports market via the Insync website. Together with The Hut Group, our e-commerce partner, we have developed the Insync website to be specially optimised to operate across Europe. This move shows Hero Cycles’ ambition to totally transform a UK company in Avocet, into a pan-European operation.”

And Danny said Avocet is further developing its inclusive, progressive ethos by looking at E-bikes and bikes for the disabled.

“E-bikes clearly have a big part to play in the future of healthy, environmentally friendly cycling.

“We launched our first range of Manchester-designed Indian-made E-bikes this year with a 50km battery life.

“We see a major market with research suggesting the global E-bike market is already worth $16.34bn and is set to be worth $23.83bn by 2025.

“In the E-Bike market we will sell an Insync version of the bike online, while the IBD network will sell an E-bike branded Lectro.

“Meanwhile, in the disabled bike market our design team is working with Manchester inventor Les McMahon on a trike prototype Les has made for his neighbour, Lewis Flint. We would like to create a trike for the general market so that more families with children with special needs can benefit.”

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