Temecula, CA – [Feb 16, 2026] — INTENSE Cycles, a leader in high-performance mountain bike design and innovation, today announced the appointment of Jimmy Astleford as Director of Marketing.
In this role, Astleford will lead the brand’s global marketing efforts, overseeing digital, brand and sports marketing, public relations, social media, and go-to-market strategies. Astleford joins INTENSE following three successful years as Head of Marketing for YT Industries USA Inc., where he played a key role in elevating brand visibility, driving consumer engagement, and strengthening market share in the highly competitive mountain bike category. Prior to his time at YT, Astleford held several senior marketing leadership roles across the action sports industry, building and executing integrated campaigns that connect deeply with core enthusiasts while expanding brand reach to new audiences.
At INTENSE, Astleford will focus on amplifying the company’s leadership position, enhancing its rider-first storytelling, and accelerating growth through innovative digital and retail marketing initiatives. He will work cross-functionally with product, sales, athlete teams, and global partners to deliver cohesive brand experiences across all touchpoints.
“I’m thrilled to join a brand with such raw energy and authentic SoCal heritage. INTENSE represents the spirit of mountain biking at its core, and I’m excited to help shape what’s next.” – Jimmy Astleford
Mike Carr, Vice President of Sales and Marketing at INTENSE, commented: “We’re fired up to have Jimmy on board. He’s grown authentic brands that riders actually connect with, and he’s bringing the experience and drive we need to keep pushing hard, riding fast, and going all in here at INTENSE.”
Astleford’s appointment reflects INTENSE’s commitment to building a world-class organization and brand-building. For more information about INTENSE and its full line of mountain bikes, visit intensecycles.com or contact us at info@intensecycles.com
