Job Title: General Manager (GM)

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Location: London, UK

Reporting to: Board of Directors

Apidura is a UK-based, founder-owned cycling brand designing and manufacturing premium bikepacking equipment for adventure cyclists worldwide. 

The founders have built a globally respected brand rooted in technical credibility, responsible manufacturing, and a deep connection to cycling culture. The company is B Corp certified and operates with a long-term, purpose-driven mindset. 

Apidura is now entering its next chapter: transitioning from founder-led operations to professional executive leadership.

This is a rare opportunity to lead a profitable, founder-built premium brand through its next phase of disciplined growth. 

The GM will succeed the founders as the day-to-day leader of the business, with full P&L responsibility. The mandate is to professionalise and scale the company without diluting its brand authenticity, product integrity, or cultural DNA. 

This is not a corporate GM role. It is a hands-on, high-accountability leadership position within a lean, functionally driven team.

• Assume full operational leadership of Apidura 
• Build a high-trust, high-ownership culture 
• Protect and grow the brand 
• Own financial performance and strategic direction
• Strengthen execution discipline

1.  Leadership & Organisational Development

• Establish clear leadership authority post-founder transition 
• Clarify decision rights, roles, and accountability structures 
• Retain and develop key talent 
• Upgrade leadership capability where required (hire, develop, or exit) 
• Embed a culture of ownership, performance, and low ego

2.   Brand Stewardship

• Balance growth ambition with long-term brand equity 
• Act as chief brand steward, protecting authenticity within the cycling community 
• Ensuring strong alignment between product development, marketing, and commercial strategy

3.    Commercial & Financial Performance

• Full P&L ownership 
• Accelerate growth by strengthening the company’s commercial and marketing capabilities, balancing D2C, wholesale, and partnerships strategically. 
• Improve financial planning, reporting and other key operational functions. 
• Make data-informed decisions while maintaining agility.

4.    Product Strategy

• Own the product roadmap in close collaboration with the founders and product team. 
• Drive disciplined trade-offs between innovation, margin, and complexity. 
• Ensure product portfolio remains credible, differentiated, and commercially viableoduct development, marketing, and commercial strategy.

The founders will step back from day-to-day management but remain active shareholders.

The GM must:

• Respect and preserve the founding vision
• Assert operational authority with confidence
• Use the founders as strategic resources, not shadow executives

This requires emotional intelligence, diplomacy, and clarity of leadership presence.

• Experience
  • Senior leadership role (GM, CFO, COO or equivalent) 
  • Experience within cycling, outdoor, active lifestyle, or adjacent premium consumer brands, or 
  • Experience within a premium consumer goods retailer 
  • Track record scaling businesses in the £3m–£30m revenue range
  • Strong financial literacy and operational competence
  • Demonstrated cross-functional leadership (brand, product, commercial, operations) 
  • Experience in founder-led or hands-on entrepreneurial environments is highly desirable.

• Capabilities
  • Credible with operational teams and senior stakeholders 
  • Comfortable leading in a lean organisation.
  • Able to move between strategy and execution fluidly.
  • Strong commercial judgement with practical operational instincts. 
  • Product-literate; able to challenge and support design teams constructively.

• Personal Attributes
  • A cyclist who has an authentic affinity with the cycling community and sport 
  • Low ego, high standards 
  • Decisive with incomplete information 
  • Calm under pressure High personal work ethic 
  • Comfortable with hands-on work

This role requires hunger and humility in equal measure.

• Not a corporate transformation mandate 
• Not a PE-driven growth-at-all-costs role 
• Not a purely strategic or board-level GM position 
• Not a role suited to someone seeking a large support infrastructure

• Lead a globally respected premium brand with strong foundations 
• Shape the next growth chapter of a purpose-driven company 
• Genuine operational ownership and autonomy 
• Long-term value creation opportunity 
• High trust, high accountability environment

If you're interested in applying for this role, please send your CV and cover letter by Friday, 8th May 2026 by clicking on the APPLY HERE button below. Please note, we'll review all applications and provide initial feedback within 7 days.