CYCLING LEGEND DAVID MILLAR JOINS FACTOR BIKES AS BRAND DIRECTOR

29 January: Factor Bikes, the premium performance bicycle brand, has announced the appointment of David Millar as its Brand Director. The former professional cyclist will be based in Factor’s Girona offices as he steps into the strategic leadership role. 

David’s professional cycling career spanned almost 20 years, including 10 Grand Tour stage wins, as well as representing Team GB at the London 2012 Olympics. After retiring from the professional peloton in 2014, he transitioned into punditry and founded cycling apparel brand, CHPT3.

David will bring extensive experience in brand strategy, positioning and creative direction to his new role at Factor Bikes. This expertise has been honed over the last decade of his work at CHPT3 and his deep knowledge of the industry. His cycling expertise and passion for innovation uniquely position him within the Factor business as it continues to drive global growth. 

David Millar said of his new appointment as Brand Director at Factor Bikes:  “I’ll be working closely with Rob Gitelis and his team to refine and communicate Factor’s identity, history, purpose and vision, leading brand and marketing strategy and activation. 

"I’ve known Rob since he founded Factor and it’s a great privilege and responsibility to be entrusted with the role of Brand Director. I know the people at Factor well—they are inventors, engineers, designers, and riders. They refuse to stand still, are passionate about learning, and are constantly iterating and improving. They are the pioneers and innovators of the cycling industry, finding the path and blazing the trail. As Brand Director, I hope to unify and convey what Factor represents—not only to a wider audience but also to those who already ride Factor. I know Factor inside and out; my job now is to bring the outside in."

Image credits: Sergi Mas de Xaxars

About Black Inc

Committed to designing, developing, testing, and racing the highest quality wheels andcomponents, Black Inc products are engineered to offer the ultimate in performance. Our team of designers and engineers can produce the best quality wheels and components, using the latest Finite Element Analysis (FEA), Computational Fluid Dynamics (CFD), and Rapid Prototyping software available in-house. Our product testing doesn’t end in the factory under controlled conditions. Simulations cannot replace real-life product testing. By working with world-class athletes, we prove our products in the factory as well as in racing situations.

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