UK-based bike manufacturer Early Rider has tapped marketing veteran James Beechinor as president of its US division. 

Beechinor will develop and execute a growth strategy in the US market for the company’s wide range of ride-on and balance bikes for kids. He joined Early Rider last week and reports to CEO Andy Loveland. 

Part of Beechinor’s remit is to set up licensing deals with entertainment brand partners. His first business development priority will be Early Rider’s 2023 range of Velio bikes, which feature a patented balance system that helps preschoolers improve their coordination, cognition and control. 

Prior to joining the company, Beechinor worked in the US PR and marketing industry for more than two decades, holding down high-ranking positions at Highwire PR (EVP), Wonderscipt (founder) and Text100 (EVP and NA regional director).