Chris Hewings Joins FiftyOne Bikes as International Sales Manager

FiftyOne Bikes has announced that Chris Hewings has officially joined FiftyOne Bikes as International Sales Manager.
Chris will lead their international sales operations and dealer partnerships across Europe, North America, and other key markets. According to FiftyOne Bikes, Chris joined a few months ago, having previously worked with them in a consultancy role during their early export growth in 2022.

With the launch of the new FiftyOne Bikes’ factory-built Assassin gravel bike, the award-winning Sika, and continued demand for custom carbon builds made in Dublin, the brand says they are focused on building a strong, international dealer network, and “Chris brings the experience and the right mindset to help us do that the right way.”

Chris brings decades of experience from roles with Trek, Parlee, and Lightweight/Carbonsports, and has worked directly with dealers, distributors, and brands throughout the cycling industry. FiftyOne Bikes says his appointment supports their focus on steady, values-led growth with the right partners.

“FiftyOne is not about high volume or flooding the market, it’s about creating best-in-class bikes and dealing with the best retailers”, says Chris Hewings. “We’re building genuine partnerships with independent shops who care about bikes, people, and craft.”

What Dealers Can Expect:

• Low MOQs – We’re happy to start small and grow together
• Territory protection – No surprises down the road
• Direct access to the executive team – You’ll work with us, not through layers
• Custom and factory-built models – A rare mix that opens up new customers
• Sales tools that actually help – Content, support, and social media assets

“We know the pressure dealers are under from the big players,” says Chris. “We’ve built our business to be the opposite, agile, human, and fiercely supportive.”

FiftyOne is currently talking to shops in key European markets, the UK, and selected global regions, with further growth planned into 2026.

To start a conversation or hear more, contact: chris@fiftyonebikes.com or visit: www.fiftyonebikes.com