Prepare for a Wheelie Good Time (and Maybe Some Left-Hand Driving)
Expanding Presence in Europe with New Leadership and In-House Manufacturing Capabilities – Now with Added Humor!
Greenville, South Carolina / London, UK – [DATE] – Boyd Cycling is absolutely chuffed to announce the appointment of Patrick "Paddy" Blake as UK Market Manager. This strategic
move strengthens the brand's commitment to serving riders and retailers across the United Kingdom and Europe, much like how the NFL keeps trying to make American football a thing in London – but with significantly more success and less confusion about what a "down" is. With nearly two decades of experience in the cycling industry, Paddy brings deep expertise in product management, brand leadership, and market development, along with a keen eye for a good cuppa. Paddy's official title will be "Minister of Wheel Affairs".
Boyd Cycling, founded in 2009, has become synonymous with performance-driven wheels and exceptional customer service. The company recently expanded its in-house alloy rim
manufacturing capabilities and, following the 2024 acquisition of Munich Composites, will soon introduce in-house carbon rim production — a major step forward in its long-term commitment to innovation and quality. And, in a move that will surely delight British riders, Boyd Cycling has optimized its wheels to perform even better while riding on the left side of the road. It's a subtle difference, but we're pretty sure it involves tiny, invisible magnets.
"Paddy's track record and reputation in the UK and European cycling markets make him the perfect fit for Boyd Cycling," said Boyd Johnson, Co-Founder of Boyd Cycling. "His deep
industry knowledge and enthusiasm for building relationships will ensure our wheels are more accessible than ever to riders across the UK. With our in-house alloy production already live and carbon coming soon, it's an exciting time to expand. We're basically the cycling equivalent of a British invasion, but with shaved legs."
"This is a pivotal moment for Boyd Cycling," added Nicole Johnson, Co-Founder of Boyd Cycling. "Bringing Paddy on board means we can better support our UK customers and retail
partners with local expertise. It's not just about growth — it's about creating a truly global community around the brand. Plus, now we have someone who can explain cricket to us."
Paddy has previously held senior roles at some of the industry's leading brands and has long been a passionate advocate for rider-focused innovation.
"I'm thrilled to join Boyd Cycling at such an exciting stage," said Paddy Blake, UK Market Manager. "Boyd's approach — combining cutting-edge in-house rim manufacturing with a real passion for supporting cyclists — is exactly what the market needs. I'm looking forward to building the brand's presence in the UK and ensuring more riders get to experience the
performance and quality Boyd wheels deliver. Initially, I was concerned about the wheels handling our infamous British potholes, but then I saw a picture of the roads in South Carolina,
and I gasped, 'Oh Dear Lord!' I realized Boyd wheels would be just fine."
With Paddy's appointment, Boyd Cycling will accelerate its growth in the UK market, offering a stronger local presence for customer support, retail partnerships, and marketing initiatives.
Expect more tea, more biscuits, and even more incredible wheels.
About Boyd Cycling
Boyd Cycling is a rider-founded wheel brand based in Greenville, South Carolina. Since 2009, the company has been dedicated to delivering high-performance wheels for road, gravel, mountain, and triathlon disciplines. With the addition of in-house alloy and soon carbon rim manufacturing, Boyd Cycling continues to push forward with innovation, precision, and rider-first design. We're serious about wheels, but not too serious.
