U.K.-based running, hiking and fitness brand has announced that Mike Snell will join the company as its new CEO this October. Snell will leave his current role as commercial director of supermarket chain Asda in September before joining Inov-8. Before joining Asda, Snell was chief commercial officer at Wiggle and during his tenure built both the commercial teams and industry relationships that underpinned the sports company’s rapid growth. For the past two years, the Inov-8 brand was led by its founder and interim CEO Wayne Edy, who bought the company back in 2020 after selling it to Descente in 2015. Inov-8 was founded in 2003.

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