A Lake District sports brand has appointed a new UK head of sales.
Pioneering company INOV8 is gearing up for growth with the appointment of Lucy Ham, of Kendal.
Lucy joins INOV8, which is based in Staveley, near Kendal, with more than 20 years of sports industry experience at adidas, The North Face, Nike & PUMA.
Her most recent role was as UK & Ireland sales manager for running and training at PUMA, where over four years she built a performance category sales strategy and team from scratch.
She said: “It’s a pinch-me moment. Running in the Lake District hills is the best, so I feel incredibly fortunate not only to live here but now work here as well – with a brand I have long admired and respected.
“I’ll be reconnecting with many of the fantastic accounts I’ve worked with previously and meeting lots of new ones along the way.
“I’m very excited to be part of INOV8’s next chapter. The future is looking very bright, and I’m thrilled to be on board.”
Founded in 2003 by Wayne Edy, INOV8 designs innovative footwear, apparel and accessories that equip runners, hikers and gym athletes for natural sporting movement.
In 2024 the brand redefined the design and fit of its footwear to sharply focus on natural performance. Following strong feedback and award wins, INOV8 have now expanded its trademarked Naturalfit design into apparel.
Wayne said: “I’m excited to have Lucy join our talented team. With a proven track record of success in the industry and a true passion for endurance-based outdoor sports, she is a natural fit for our brand.
“Lucy will lead the sales team in further strengthening our relationships with retailers. These relationships are crucial to expanding our market share in the UK.”
