INTERVIEW
with large National accounts,” she recalls. “We were able to almost double the Endura business, although my proudest achievement was taking the top spot away from Castelli on the Bicycle Association data in the UK.” This experience, along with her other roles, prepared her for the challenges at ZyroFisher. Joining the company in early 2024, when the industry was still grappling with the post- pandemic slump, her initial priority was straightforward: get the business back to profitability. “The business was not profitable by quite a long way,” she
admits. Whilst the groundwork had been put in place, her first priority when starting as CCO was to drive the top line. “My job was then about, ‘right, your job now is...we need to start selling stuff.’” Fast forward to now, and she says that there’s been a significant change. “I am really proud to say that ZyroFisher is now a profitable business, a huge turnaround in 12 months.” This achievement was also intertwined with a second major priority: filling a gap in the company’s portfolio after
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a few brands went direct. The team worked to secure new distribution deals with brands like Continental, Leatt, Gaerne, Sigg, Bivo, and Sweet Protection.
Championing Inclusivity Beyond the commercial strategy, Nadine has a personal passion for diversity, equity, and inclusion (DEI), a commitment solidified during her term on the UK Bicycle Association Diversity Advisory Board. “I think that diversity in the cycling industry is improving,” she notes, highlighting initiatives like the Uplift mentoring programme, which matches experienced female leaders with other women. In 2023, data from the Bicycle Association reported that women make up only 8% of workshop-based roles, 19% of customer-facing roles, and 40% of administrative positions. Her time on the board highlighted the importance of practical steps, such as those implemented by Islabikes, which successfully increased its number of female mechanics by using more gender-neutral
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