Inov-8 appointed top crossfitter Fran Calvert to the company’s marketing team to head up functional fitness and training.

The brand’s F-LITE 230 shoe is popular with hardcore athletes in the sector.

Inov-8 Product & Marketing Director Michael Price, said, “Fran will use both her vast knowledge of the sport and contacts within the communities to lead exciting new marketing campaigns and also assist in the development of training footwear. It’s a huge coup to have someone of her standing join the brand.”

Calvert has been an active crossfitter and part of the community for six years. In that time she has competed at the CrossFit Games Meridian Regionals on several occasions, both as an individual and as part of a team.

She arrives at Inov-8 with a wealth of experience in the sports industry, having worked in sports nutrition, held the role of communications manager for British Weight Lifting and coached at some of the best U.K. boxes.

Calvert, who will be based out of the U.K. but regularly travel to the U.S., said: “Inov-8 has played a part in my competitive career for many years and my first-ever weightlifting shoe was the brand’s FASTLIFT 325. To be able to join the team is such an exciting opportunity and I can’t wait to get started.”

The appointment of Fran comes a month before Inov-8 makes a big push around the launch of the G-SERIES range, the first shoe to feature graphene in sports footwear to support grip.