HJC Europe has announced the recent appointment of Richard Todd as the new European brand and sales director for HJC Sports Bicycle Helmets.

This is a newly-created position overseeing all commercial and marketing activities for the brand within Europe, working closely with the Korean HQ.

Todd is a veteran of the industry, taking commercial and marketing experience following previous positions at Play Sports Network (heading the German business), Assos of Switzerland (establishing and setting up its UK business) and at Ergon where he was the international and OEM sales manager.

Speaking about Todd’s appointment, Junho Hong, managing director of HJC Europe, said: “We are very excited to have found someone with the depth of experience Richard has in the European bicycle industry to lead and build our business across Europe and beyond.

“HJC protects millions, and have been instrumental in saving thousands and thousands of lives with our motorcycle and motorsports helmets, for seven years we have been doing the same for bicycle and it is Richard’s help we will take this to the next level”

As a fluent German speaker who started his career in Germany, Todd has one foot firmly in mainland Europe while being close to the industry in the UK.

He will oversee the strategic direction of HJC Sports, working with existing and new distributors, agents and key accounts to grow the brand.

His expertise in marketing while focusing on commercial results aims to bring increased clarity to communications, and will be instrumental in driving growth.

Todd added: “HJC is a brand which has what it takes, and I am proud to be a part of this journey.

“If you are a distributor, a World Tour team, or in the media and are looking for helmets (and data from our
wind tunnel or testing) please don’t hesitate to reach out.”

HJC Sports will immediately build on the European sales and visibility, with new distributors and
partnerships being announced in the coming months.