Inov-8 announced that Mike Snell would join the company as its new CEO in October 2022.

Snell will leave his current role as commercial director for supermarket chain Asda in September 2022 before joining the UK-founded and headquartered brand.

Before Asda, Snell was the chief commercial officer at Wiggle, building both its commercial teams and industry relationships. Inov-8’s founder and interim CEO, Wayne Edy, led the company for the last two years after selling the business to Descente in 2015.

Edy said: “Landing Mike as our new CEO is a real coup. He comes with a wealth of sports industry experience, a world-class understanding of both physical and online retail, and he possesses a passion for running and sports. Mike will lead our talented global team forward in what is set to be a very exciting new phase for us with more announcements in due course.”