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Argon 18 announces two new Heads of Sales to its leadership team with Amber Nero and Alex Croucher taking the responsibility for North America and Europe, respectively.
“As Argon 18 continues to expand its global footprint and strengthen its position as a leader in high-performance cycling, I am thrilled to announce two key appointments to our leadership team,” says CEO Mark Hewitt.
Prior to joining Argon 18, Nero has built an extensive career in sales management and business leadership in the outdoors industry, working with brands including Fjallraven, Hanwag, and Craft Sportswear.
Starting August 11th, 2025, Nero will be based at the Argon 18 headquarters in Montreal, Canada. From there, Nero will lead the Canadian account management team in Quebec, Ontario, British Columbia, and the American account management team and agents.
Overseeing the European market for the brand, Alex Croucher takes on the role of Head of Sales, Europe.
A seasoned cycling industry professional with over 25 years of experience in sales and customer engagement, Croucher has played a pivotal role in growing the Argon 18 brand in the UK since joining in 2023.
His promotion is said to underscore the brand’s deep commitment to the European market, where it is “evolving the distribution model to better serve our partners and customers”. The announcement points out that “Croucher’s leadership will be instrumental in driving our direct-to-retail strategy and expanding our presence across the region.”
Croucher, whose new role will officially start on August 1st, 2025, will remain UK-based and lead the European account management team in Germany, the UK, Denmark and Nordic countries.
Hewitt adds: “These appointments are a bold step forward in our mission to build a world-class team. Amber and Alex each bring unique strengths and a shared drive to elevate the cycling experience that is reflective of our brand and values. We’re proud to have them part of the Argon 18 family.”
