Inov8’s Edy promises fresh energy as he reassumes CEO role
Inov8 founder Wayne Edy has taken the role of CEO of the UK outdoor brand, after former Asda director Mike Snell stepped down.
Mr Edy founded the brand in 2003. It was bought by Japan’s Descente in 2015; Mr Edy bought it back 2021.
He said: “2024 has been a transformative year. We’ve redefined the design and fit of our footwear to work naturally with the foot, enhancing strength and movement. Alongside this, we’ve rebranded. The response has been extremely positive and sets us up for growth in 2025."
Michael Price will also return as product and marketing director after six previous years at Inov8 (2016-2022). He played a pivotal role in leading the brand through the challenges of the pandemic and has been working as a business and marketing consultant for the past two years.
Mr Price, formerly of Asics and Reebok, said: “Our focus is strengthening the brand, expanding our reach and building growth across wholesale, distributors and D2C [direct to consumer].”
The company’s headquarters are in Staveley, in the English Lake District. It also has a major operation base in County Durham, where its lead warehouse is.
Mr Edy added: “I’m excited for Michael’s return. Together, we’ll bring fresh energy and innovation to the market.”
