Press Release

Bicycle Association recruits former Rutland Cycling CEO, David Middlemiss, to boost its IBD offer

August 14, 2020

The Bicycle Association (BA) is delighted to announce that David Middlemiss, previously Chief Executive of Rutland Cycling, will be joining the BA team from the 1st September 2020.

David will support the ongoing work at the Bicycle Association to fully engage the retail sector in its advocacy programme to grow the cycling market, primarily by developing IBD engagement in the organisation’s flagship programmes: the BA Trade Network and BA Market Data Service. David will also set out a roadmap to boost IBD representation in the BA’s advocacy work.

  • The Trade Network ‘gives back’ to IBDs who contribute to the BA’s Retailer Advocacy Fund, boosting profitability for example via access to Klarna retail finance at low BA-negotiated rates.
  • The Market Data Service provides IBDs who contribute their data unprecedented, free access to detailed, accurate and monthly updated UK sales data, helping them optimise stock and pricing decisions.

The engagement of David Middlemiss, a highly effective retailer whose seven-year spell as CEO of Rutland Cycling saw it grow from £10m to £35m turnover and from four shops to 14, marks the BA’s commitment to serving and representing all sectors of the UK cycle industry.

The need for a strong cross-industry voice with Government has never been greater. Already the BA has played a decisive role in keeping bike shops open during the Covid-19 pandemic. The £50 repair voucher scheme was also a BA suggestion, and the BA remains in close dialogue with Government as they work towards spending the £2 billion now committed to growing cycling in the UK – including a commitment to support the growth of e-bikes. Retailers, on the front line of welcoming and supporting both new and existing cyclists, are key partners in this and David’s appointment underlines the BA’s commitment to the IBD sector.

David Middlemiss spent nine years in senior roles in the automotive fuel industry, before a shift in 2008 to a teaching fellowship at the University of Exeter, researching and teaching in the emergent field of electric vehicle materials. His entry to the cycle industry came in 2011 when he led the rebranding of Rutland Cycling alongside his wife Sally, culminating in an MBO, equity investment and his spell as CEO, a position now held by his sister-in-law Karen Archer.

Steve Garidis, BA Executive Director, commented:

“David will be a major asset for the BA as we support and represent IBDs and the wider industry in what may well be very challenging times ahead, not least due to the almost inevitable post-COVID recession. Our strategy is to make the industry ever more resilient through our IBD support and advocacy programmes, and David’s expertise will be invaluable to achieve this.”

David Middlemiss said:

“I’m extremely excited to join the BA at this transformative moment for cycling. Sally and I leave Rutland Cycling in safe hands and with many happy memories as we both pursue alternative careers. In my case I’m delighted to have the opportunity to bring my experience and passion to the BA mission to grow cycling for a cleaner, healthier Britain and I look forward to working with the many fantastic people within our industry to make it stronger and more influential”.