Intense Cycles has appointed Jimmy Astleford, formerly at YT Industries USA, Inc., and DC Shoes, as director of marketing.
Of Astleford’s hire, the company stated in a media release, “Astleford will focus on amplifying the company’s leadership position, enhancing its rider-first storytelling and accelerating growth through innovative digital and retail marketing initiatives. He will work cross-functionally with product, sales, athlete teams, and global partners to deliver cohesive brand experiences across all touchpoints.”
As the head of marketing at YT Industries USA, Inc. from August 2022 to October 2025, Astleford is reported to have “played a key role in elevating brand visibility, driving consumer engagement and strengthening market share in the mountain bike category.” Prior to his time at YT, he worked for DC Shoes for just over 15 years, serving as global marketing director for skateboarding in his last role.
“I’m thrilled to join a brand with such raw energy and authentic SoCal heritage. Intense represents the spirit of mountain biking at its core, and I’m excited to help shape what’s next,” said Astleford.
Mike Carr, vice president of sales and marketing at Intense Cycles, commented: “We’re fired up to have Jimmy on board. He’s grown authentic brands that riders actually connect with, and he’s bringing the experience and drive we need to keep pushing hard, riding fast, and going all in here at Intense.”
Intense Cycles, manufacturers premium mountain bikes in the United States. The company’s headquarters are in Temecula, CA,
Image courtesy Intense Cycles
