Boardman Bikes
Boardman Bikes's Overview
Boardman Bikes, founded in 2007 by British Olympic cycling legend Chris Boardman MBE, is a UK-based bicycle brand renowned for its high-performance, award-winning road, mountain, hybrid, and adventure bikes. The brand focuses on combining cutting-edge design, aerodynamic efficiency, and advanced materials to deliver exceptional value and riding experience for cyclists of all levels, from enthusiasts to competitive athletes. Acquired by Halfords Group plc in 2014, Boardman Bikes continues to innovate, leveraging the unique facilities at its Performance Centre, including a cycling-specific wind tunnel.
Where is Boardman Bikes's Headquarters?
HQ Function
Primary centre for research, design, product development, aerodynamic testing (wind tunnel), advanced bike fitting, brand showcase, and retail.
Notable Features:
UK's first cycling-specific wind tunnel, V02 & physiology testing suite, advanced bike fitting studio, retail showroom, workshop, and café.
Work Culture:
Innovative, performance-driven, collaborative, and passionate about cycling, with a strong focus on technical excellence and enhancing rider experience.
HQ Significance:
The Performance Centre is a statement of the brand's commitment to innovation and providing riders access to world-class testing and fitting facilities. It serves as the heart of Boardman's product development.
Values Reflected in HQ: Innovation, performance, precision, accessibility to elite-level technology, passion for cycling.
Location:
Boardman Bikes primarily serves the UK market through its direct channels, the Boardman Performance Centre, and extensively via Halfords stores and Tredz (also part of Halfords Group). Historically, the brand has had selective international distribution partners in regions including Europe, North America, and Asia. Global expansion and support are managed in conjunction with Halfords Group's international capabilities and strategies.
Street Address:
The Valley, Evesham
City:
Evesham
State/Province:
Worcestershire
Country:
United Kingdom
Boardman Bikes's Global Presence
Redditch, Worcestershire, UK
Address: Halfords Group plc, Icknield Street Drive, Washford West, Redditch, Worcestershire, B98 0DE, UK
National corporate functions, UK-wide distribution strategy, and parent company oversight.
Buying Intent Signals for Boardman Bikes
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Executive Team of Boardman Bikes
As of April 2025, Boardman Bikes' leadership includes:
Investors of Boardman Bikes
Boardman Bikes has been backed by several prominent investors over the years, including:
Executive New Hires/Exits in the Last 12 Months
No specific high-profile executive hires or exits solely for the Boardman Bikes brand have been publicly announced in the last 12 months. Key leadership roles related to the brand are typically integrated within the Halfords Group structure, particularly its cycling division.
Technology (Tech Stack) used by Boardman Bikes
Discover the tools Boardman Bikes uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
Boardman Bikes Email Formats and Examples
While specific email formats can vary, a common professional structure for companies like Boardman Bikes, especially for brand-specific communications, might use the employee's name.
firstname.lastname@boardmanbikes.com
Format
chris.boardman@boardmanbikes.com
Example
70%
Success rate
News and media
Cyclingnews.com • October 24, 2023
Boardman Bikes unveils all-new ADV adventure and gravel range
Boardman Bikes has launched its updated range of ADV adventure and gravel bikes, featuring new designs and specifications aimed at versatility for various terrains, from bridleways to multi-day bikepacking trips....more
BikeRadar • July 12, 2023
Boardman’s new entry-level road bike, the SLR 8.6, costs £650
Boardman Bikes introduced the new SLR 8.6, an entry-level road bike priced at £650, aiming to provide a high-quality experience for newcomers to road cycling with a redesigned alloy frame and carbon fork....more
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