inov-8 has announced that Mike Snell will join the business as its new CEO in October this year.
Snell will leave his current role as Commercial Director for supermarket chain Asda in September before joining the British-born sports brand.
Prior to Asda, Snell was Chief Commercial Officer at Wiggle, building both the commercial teams and industry relationships that underpinned the sports company’s rapid growth during his tenure.
For the last two years inov-8 has been led by its founder and interim CEO Wayne Edy who, after selling the business to Descente in 2015, bought it back again in 2020.
Founded in 2003, inov-8 is a pioneer of innovative off-road running, hiking and fitness gear.
Edy said: “Landing Mike as our new CEO is a real coup. He comes with a wealth of sports industry experience, a world class understanding of both physical and online retail, and he possesses a passion for running and sports.
“Mike will lead our talented global team forward in what is set to be a very exciting new phase for us with more announcements in due course.”