Whyte Bikes Welcomes Mike Sanderson

Posted by Russell Prodger on

Hastings, 13 December 2021: Whyte Bikes, the award winning British bicycle manufacturer, is delighted to announce it has appointed Mike Sanderson as Senior Product Manager. Working with Whyte’s product and design teams to continue the development of award winning bikes, Mike will focus on the specification of Whyte’s high-end bikes and e-bikes, as well as building strategic partnerships with key suppliers and stakeholders.

Mike, an award winning product strategist, joins from TheRiderFirm where he was Chief Strategy Officer, responsible for the development and brand building of its Privateer mountain bike and Cairn e-bike brands. He is probably best known for the creation and development of Go Outdoors’ award winning Calibre and Compass brands, which he built from scratch to become best in class. Mike began his career with Raleigh, managing the expansion of Diamondback across Europe and working closely with professional riders including the Ashton/Diamondback Team.


Following its strategic partnership with Cairngorm Capital earlier this year, Whyte has been investing widely in the talent and infrastructure necessary to support its strategic ambitions. Mike is the first in a series of key appointments that Whyte is making that will support the growth and evolution of its offering.


Mike will be working closely with Andy Jeffries, Whyte’s Product Director, who welcomed Mike adding, “We are very excited to bring Mike into our product development group. He has an outstanding reputation for developing award winning and “best in test” bikes so his experience is a perfect complement to our current team. We are looking forward to working together to produce the next generation of progressive bikes and e-bikes.”


Mike Sanderson explained his motivation, “With its laser focus on performance and design, Whyte Bikes is the pinnacle of British bike design so I am delighted to be able to apply my passion for bikes and racing bikes to such a fantastic brand.  It’s exciting to work with such a great team and to have the opportunity and resources to put my ideas into practice.”

For further information, please contact Katherine Ritchie on 020 8347 6183 or 07941 040021


Notes to editors

Whyte Bikes Limited is an award winning British bicycle manufacturer with a focus on performance and design. Whyte Bikes serves the UK and international bike market, selling its products through UK dealers and international distributors. Best known as an innovative mountain bike company producing ground-breaking trail bikes, Whyte’s product range has diversified to include gravel, commuter and youth models, and most recently, e-bikes. Whyte is headquartered in Hastings, with a research and design facility in Cheltenham.


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