Hi, I’m Andi Sykes – a bike nerd, marketing guy, and all-round content tinkerer.
I’ve been lucky enough to spend the last 15+ years bouncing between the worlds of tech and mountain bikes, and somehow made a career out of both. I cut my teeth in China, running my own business and working with big tech brands like Xiaomi and Huawei—learning the ropes of content, community, and digital marketing long before hashtags were cool.
Back in the UK, I swapped smartphones for singletrack and jumped into the bike industry full throttle—editing gear reviews at Singletrack World, launching product stories at Gizchina, and even managing a UCI downhill team. These days, I’m Senior Marketing Manager at The Rider Firm, where I get to nerd out on everything from carbon wheels to enduro rigs for brands like Privateer Bikes, HUNT Wheels, and Cairn.
Whether it’s launching a new product, building a team campaign, or telling a brand story that sticks—I’m all about making things that connect. When I’m not buried in a marketing plan or filming in the woods, you’ll probably find me fettling with old hardtails or trying (and failing) to keep my retro car on the road.
Let’s make something rad.