The move represents Boardman's intention to get serious about the U.S. market and capitalize on recent success by its sponsored athletes, including Pete Jacobs' win at the Ironman World Championships in Hawaii.
“Establishing an on-the-ground presence in North America has been a key objective from the outset," said the brand's co-founder and R&D director, Chris Boardman. "The incredible growth following our launch in our home market coupled with the phenomenal success of our sponsored riders makes this the right time to progress with our plans for America."
"Fletch’s vast knowledge and experience of the U.S. cycle marketplace and understanding of the Boardman brand coupled with his true passion for cycling will ensure that our brand will continue to globally expand. I look forward to getting over to the States at the end of the year to launch the 2014 range.”
Boardman Bikes was launched in 2007. The brand sponsored the U.S.-based UnitedHealthcare road team in 2011, but hasn't opened many U.S. dealers yet.