BikeBiz Bicycle and cycling retail news
Silverfish UK has announced the appointment of Meg Whyte as its new demo and events manager.
With brands such as Yeti, Norco, Fox, and Michelin in its portfolio, Silverfish is committed to delivering “exceptional experiences” that allow more dealers and riders than ever to explore and test the technology behind its market-leading products.
Whyte’s appointment marks a significant step toward achieving this goal, as the company looks to make an even greater impact in 2025 and beyond.
Alex Metcalfe, Silverfish UK’s commercial director, commented:”We’re delighted to welcome Meg to the Silverfish team.
“Her hands-on experience in events, brand management, and community engagement aligns perfectly with our mission to deliver exceptional experiences for riders and our dealer network.
“We’re confident Meg will play a key role in the continued success of our demo programmes, improving in-store presentation and our presence at events across the UK.”
Whyte takes extensive experience in the cycling and outdoor industries, with a proven track record in event management, marketing, and brand representation.
In her new role, she will take charge of Silverfish’s Norco and Yeti Cycles demo fleets, while representing the company’s premium parts and accessory brands at key UK bike events and retail locations.
In addition to her professional expertise, Whyte is a well-known figure within the UK mountain biking community.
A passionate rider herself, she has built a strong social media presence as a brand ambassador, collaborating with top cycling brands—including Silverfish favourites like 100%, Fox, Race Face, and Easton—and earning the trust and admiration of the cycling community.
Commenting on her new role, Whyte added: “As a rider, I love the brands that Silverfish have in their portfolio, so I’m stoked to be joining the team.
“I’m excited to bring my experience and passion for cycling to this role. I look forward to connecting with dealers and riders to showcase what makes Silverfish brands so special.
“See you out there… in a muddy field most likely.”
