Early Rider, a UK-based company known for its children’s bikes and ride-ons, has brought on James Beechinor to fill the role of President. Beechinor joins Early Rider as it plans for further expansion into the U.S. market.
[Beechinor's] proven leadership and passion for innovation make him the perfect fit to lead Early Rider’s next phase of U.S. growth. Following the successful launch of our new Velio range in 2023, the timing is perfect to build on Velio’s momentum and take Early Rider to a whole new generation of future bike riders.
Early Rider launched its Velio range of balance bikes last year, with a variety of bikes made specifically for children ages 10 months and up. Velio bikes are designed to encourage the safe development of skills such as strength and balance. In his new role as President, Beechinor will be tasked with pursuing new markets for Velio and expanding retailer and marketplace partnerships.
Beechinor brings with him a bevy of experience in both strategic communications and digital marketing. He’s worked previously in leadership positions at PR and marketing agencies, including his role as Executive Vice President at Highwire PR.
“The Velio has already had an incredible reception in the U.S., and we are eager to double down on that and continue to accelerate growth here,” says Beechinor.
With a new balance bike line marking Early Rider’s entry into the toy market, the company is eager to expand its presence in the U.S. Early Rider recently joined ASTRA and has plans to join the Toy Association.
