Triumph Motorcycle Announces Changes to Senior Leadership Team

Triumph Motorcycles announces senior leadership changes
Chief Commercial Officer Paul Stroud to retire later this year
David George to join as Chief Sales Officer on 1 September 2026
Nick Bell appointed as Chief Marketing Officer on 1 June 2026

ATLANTA, GA – August 6, 2026 – (Motor Sports NewsWire) – Triumph Motorcycles today announces changes to the company’s executive team, with the announcement that Chief Commercial Officer Paul Stroud will be retiring later this year after a highly successful career with Triumph, where he has played a pivotal role in the company’s global growth.

During Paul’s tenure, Triumph’s annual global motorcycle sales have grown from approximately 45,000 motorcycles to more than 140,000 motorcycles, supported by significant expansion of the company’s international dealer network, growth in emerging markets and a substantially broader product range.

Over the same period, Triumph has expanded into new segments and attracted new customers through the launch of its 400cc range and its entry into Motocross and Enduro, while continuing to strengthen its position in established markets and extend its presence in emerging markets around the world.

Nick Bloor, Chief Executive Officer of Triumph Motorcycles, said: “Paul has made an exceptional contribution to Triumph over 18 years and has played a central role in establishing the company as a truly global business. His leadership and close partnership with our dealers and distributors have helped us expand our global reach, enter new motorcycle segments and welcome significantly more riders to the Triumph brand around the world. On behalf of everyone at Triumph, I would like to thank Paul for his outstanding service and wish him every happiness and success in his retirement.”

As part of the new leadership structure, Triumph has appointed David George as Chief Sales Officer and Nick Bell as Chief Marketing Officer.

David George will join Triumph as Chief Sales Officer on 1 September 2026, with responsibility for leading the company’s global sales organisation and dealer network.

A passionate motorcyclist and respected automotive industry executive, David brings extensive international experience across sales, marketing and retail operations. He has held senior leadership positions with Volkswagen Group, Audi, Mercedes-Benz, MINI and BMW in the UK and Canada, and joins Triumph from BMW UK, where he currently serves as Chief Executive Officer, with responsibility for BMW Cars, BMW Motorrad and MINI.

Commenting on the appointment, Nick Bloor said: “David brings outstanding commercial expertise, a strong understanding of premium brands and extensive experience working with dealer networks. His leadership will be invaluable as we continue to grow Triumph’s global business, strengthen our dealer partnerships and deliver sustainable growth across our markets.”

Triumph has also appointed Nick Bell as Chief Marketing Officer, effective 1 June 2026. Nick has worked closely with Triumph for more than a decade, while working at strategy consultancy OC&C. Since then, he has held senior commercial leadership roles spanning strategy, marketing and e-commerce, most recently serving as Chief Operating Officer at global online wine retailer Vivino.

Over the past year, Nick has collaborated closely with Triumph on strategic initiatives focused on long-term growth and business development, gaining a detailed understanding of the company’s customers, operations and future ambitions. As Chief Marketing Officer, he will play a key role in building on Triumph’s legacy, strengthening the brand’s global appeal and ensuring it continues to connect with existing customers and future generations of riders.

Nick Bloor added: “Nick already has a strong understanding of our business, our customers and our ambitions. His experience across strategy, marketing and digital commerce will be invaluable as we continue to invest in the Triumph brand and strengthen our connection with riders around the world.”

The appointments, in response to Paul Stroud’s retirement, reflect the company’s continued investment in its products, brand and global operations. With dedicated leadership for sales and marketing, Triumph will remain focused on sustainable growth, strengthening its presence in established and emerging markets, working closely with its dealer network and introducing new generations of riders to the Triumph brand around the world.

ENDS

For further information contact:
Lisa Jones, Global PR, and Events Manager at [email protected]

NOTES TO EDITORS

ABOUT TRIUMPH

First established in 1902, Triumph Motorcycles celebrated 120 years of motorcycle manufacture in 2022. For more than three decades, Triumph Motorcycles has been based in Hinckley, Leicestershire, and has produced iconic bikes that perfectly blend authentic design, character, charisma, and performance.

A GLOBAL BRITISH SUCCESS STORY

Record global sales of 141,683 motorcycles were delivered in Triumph’s latest Financial Year (FY25: July 2024-June 2025), through a network of 950 dealers in 68 countries, confirming Triumph Motorcycles’ position as the largest British motorcycle manufacturer.

Triumph currently employs around 3,000 personnel worldwide and has subsidiary operations in the UK, North America, France, Germany, Spain, Italy, Japan, Sweden (Scandinavia), Benelux, Brazil, China, and Thailand as well as a network of independent distributors. Triumph has manufacturing facilities in Hinckley, Leicestershire, and Thailand plus CKD facilities in Brazil and India.

A WORLD-CLASS RANGE

With a laser-sharp focus on what riders across the world are looking for, a passion to deliver the perfect ride for every customer, and attention to detail that delivers the highest quality motorcycles, Triumph offers a growing range of category-leading motorcycles spanning Modern Classics, Roadsters and Adventure bikes. From the accessible Speed 400cc TR series to the Rocket 3 with its powerful 2500cc engine, every model exemplifies Triumph’s iconic style, quality and performance.

Delivering a fun, agile and confidence-inspiring ride for riders of all ages and experience levels, the Speed 400 and Scrambler 400 X launched in 2023 with a brand-new single engine platform (TR Series), representing incredible value for money and bringing Triumph to a whole new generation of riders. The range has now expanded to include the Scrambler 400 XC, Thruxton 400 and Tracker 400.

The Modern Classics feature Triumph’s legendary Bonneville twin engine. Famously named to celebrate Triumph’s 1956 land speed record on the Bonneville Salt Flats in Utah, USA, the Bonneville was the original British superbike and a race-winner straight out of the crate, chosen by famous motorcyclists of the past for its handling, style, and character. Now, the Bonneville family has evolved, with rider-focused technology and cool custom style. The range includes the Bonneville Bobber, Bonneville Speedmaster, Speed Twin 900, Speed Twin 1200, Scrambler 900, Scrambler 1200 and the iconic Bonneville T120 and T100.

The Roadsters start with the agile and popular Trident 660 and Trident 800, with the sporty Daytona 660 and Street Triple 765 RS and RX, and finally the Speed Triple 1200 RS and RX. For adventure riders, Triumph has a complete line-up of epic Tigers, starting with the Tiger Sport 660 and Tiger Sport 800, moving up to the Tiger 900 range, and finally to the Tiger 1200 range.

Triumph’s debut in the competitive off-road arena has delivered outstanding results, with race wins and podium finishes for the TF 250-X, TF 450-X, TF 250-E, and TF 450-E, which have all delivered at the highest level on some of the off-road world’s most competitive stages. 2025 also saw the addition of a TF 450-X and two new cross-country models; TF 250-C, and TF 450-C.

In October 2025, Triumph Motorcycles launched its first electric youth motorcycles; the new Triumph TXP range, powered by OSET. This collaboration with the OSET team, who joined the Triumph family in 2022, has resulted in four new models with scalable electric performance, premium design, and built-in safety features for children as young as three. Each bike is engineered from the ground up with age-specific frames, geometry, controls, and components, optimised for the rider’s size and experience.

TRIUMPH RACING

Triumph has a glorious racing history, competing in and winning races in almost every class and field of motorcycle sporting achievement, from winning the second ever Isle of Man TT in 1908, to the thrilling last-lap victory at the legendary Daytona 200 by Brandon Paasch on the Street Triple 765 in 2022.

Triumph’s racing legend continues as the exclusive engine supplier to the FIM Moto2™ World Championship since the start of the 2019 season. Triumph Motorcycles provides all the teams with race-tuned 765cc triples, each of which is based on the class-leading Street Triple RS powerplant. Redefining the class, Triumph broke record after record in the inaugural year, including the first ever +300km/h Moto2™ top speed. Reflecting these great successes, the wonderful feedback, and partnerships that Triumph have had with the riders and their teams, and the incredible response from Triumph fans across the world, Triumph and Dorna, decided to extend the relationship in 2021 and again in 2023, signing a new contract for another five years of racing: 2025 – 2029.

Triumph is working with PTR Triumph Factory Racing to participate in the 2026 World Supersport Championship. Tom Booth-Amos and Oli Bayliss are racing on the Street Triple 765. Macadam Triumph Factory Racing continues with British Supersport riders Brad Perie and Max Wadsworth. Triumph will also enter the all-new Sportbike World Championship with the Daytona 660. On the roads Triumph will compete at the Daytona 200 and the NW200 with the PTR Triumph Racing team, with KTS Macadam Triumph Factory Racing also lining up for a number of stops on the road racing calendar including the IOM TT.

In 2023, Triumph announced its intention to compete in the 2024 MXGP/MX2 and SuperMotocross World Championships, and after two successful seasons, is racing with a four-rider team for 2026. Jordon Smith, Austin Forkner, Jalek, and Mikkel Haarup are racing for the British manufacturer, competing for the first time in AMA 450 Supercross with the TF 450-X, as well as the AMA 250SX East Championship with the TF 250-X. Triumph will also compete in the AMA Pro Motocross series in both categories. Triumph earned its first Main Event win in Supercross in February 2025, and has enjoyed podium finishes in the Pro Motocross series in ’24 and ‘25. In the FIM MX2 World Championship Camden McLellan is competing for a third season aboard Triumph machinery, alongside Guillem Farres with positive momentum in the new season thanks to podium results from ’24 and ’25, as well as a first moto win in April 2025.

In September 2024 Paul Edmondson was officially appointed Team Manager of Triumph Factory Racing’s enduro programme. In 2025, Jonny Walker took 2nd place overall in the SuperEnduro World Championship on his TF 250 and finished the 2025 Red Bull Erzbergrodeo on a near-standard TF 250-E four-stroke. Walker went on to win the AMA EnduroCross championship with the TF 450-E. Triumph earned podium finishes in the Enduro1 category of the EnduroGP World Championship with riders Mikael Persson and Morgan Lesiardo. Lesiardo took Triumph’s first Enduro1 overall victory and EnduroGP podium. Triumph competed at its first International Six Days Enduro in August with the TF 250-E contributing to Italy’s World Team Trophy victory with Lesiardo and Team Sweden’s first podium in decades with Persson, as well as impressive top five individual finishes overall. Triumph’s factory effort lines up with Mikael Persson and Jeremy Sydow for 2026, with Jamie McCanney moving to a role as Rider Coach.

Source: Triumph Motorcycles America Ltd

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