INOV8 is gearing up for growth after landing an experienced new UK Head of Sales.
The pioneering sports company based in the Lake District say new recruit Lucy Ham is a “natural fit” for the brand.
Ham joins INOV8 with more than 20 years of sports industry experience at adidas, The North Face, Nike & PUMA, building an enviable wealth of retail knowledge.
Her most recent role was as UK & Ireland Sales Manager for Running and Training at PUMA, where over four years she built a performance category sales strategy and team from scratch.
Ham, who lives close to INOV8 HQ with her family, said: “It’s a pinch-me moment. Running in the Lake District hills is the best, so I feel incredibly fortunate not only to live here but now work here as well – with a brand I have long admired and respected.
“I’ll be reconnecting with many of the fantastic accounts I’ve worked with previously and meeting lots of new ones along the way.
“I’m very excited to be part of INOV8’s next chapter. The future is looking very bright, and I’m thrilled to be on board.”
Founded in 2003 by Wayne Edy, INOV8 designs innovative footwear, apparel and accessories that equip runners, hikers and gym athletes for natural sporting movement.
In 2024 the brand redefined the design and fit of its footwear to sharply focus on natural performance. Following strong feedback and award wins, INOV8 have now expanded their NATURALFIT™ design into apparel.
Edy said: “I’m excited to have Lucy join our talented team. With a proven track record of success in the industry and a true passion for endurance-based outdoor sports, she is a natural fit for our brand.
“Lucy will lead the sales team in further strengthening our relationships with retailers. These relationships are crucial to expanding our market share in the UK.”
Speaking on the success of NATURALFIT™ Edy added: “Our new design combined with incredible grip patterns and lightly cushioned foams are reconnecting sports people to the terrain underfoot so they can achieve their natural potential.
“We’re giving a unique, natural fit and feel – in stark contrast to the trend for super-high stacked shoes and rigid carbon plates. It’s a bold new direction that stands us apart.”
INOV8
Founded in 2003, INOV8 equips runners, hikers and gym athletes for natural sporting movement. It designs innovative footwear and gear that works in harmony with the body to unlock its full, natural potential. INOV8 was forged in the fells of the English Lake District where it retains its HQ.
