British Cycling Ventures (BCV), the commercial vehicle established by British Cycling to support the sport’s growth across the UK, has announced two new executive hires to support its commercial push.
Claire Humphris will now serve as the body’s chief marketing officer, while James Glover joins as head of business development.
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Humphris, who co-founded the wide-ranging commercial agency Iris back in 1999, has been with British Cycling as a strategic consultant since April 2025, and will now take up the chief marketing officer role full-time.
She held a similar role as global chief marketing officer at Iris between December 2017 and June 2019, after which she transitioned into the role of Iris London chief executive up until her departure in October 2024.
In her new role, she will oversee ‘marketing strategy, brand, audience growth, and customer engagement.’
Glover, meanwhile, joins BCV from English soccer’s EFL body, where he had been senior commercial development manager since May 2023.
Before that, he held several roles at the Marylebone Cricket Club property, including senior commercial partnerships manager (August 2022 to May 2023).
Glover’s appointment, BCV says, strengthens the body’s focus on “revenue growth, strategic partnerships and commercial innovation.”
On the pair of new appointments, BCV managing director Darren Henry said: “Claire and James bring outstanding experience, energy, and commercial expertise to British Cycling Ventures at a hugely important time for the business. The strength of the candidate field for both roles was exceptional, but both stood out immediately through their track record, leadership, and vision.
“As we continue to evolve the commercial arm of British Cycling, their appointments will strengthen our ability to grow existing and new revenue streams, deepen partnerships and maximise the value of our events, assets and audience".
Established in December 2025, BCV oversees all commercial activity across the British Cycling Group, with a particular focus on events, and operates with its own management and executive team.
BCV’s strategy will initially focus on expanding and elevating its events portfolio, from track cycling to cyclo-cross and BMX freestyle.
The governing body also stated that it is “laying the foundations” for future non-event commercial opportunities, which will be launched ahead of Britain hosting the Tour de France’s Grand Départs in 2027.
These will include partner platforms, digital ecosystems, and new revenue models “aligned with how fans engage with the sport today.”
In addition, BCV is “actively seeking strategic equity and investment partners” and has appointed Oakwell Sports Advisory as its exclusive advisor to identify and secure outside investment.
British Cycling claims to have increased its commercial revenue by 286% since 2023, including through its long-term lead partner, Lloyds Bank, as well as partnerships with oil and gas giant Shell UK, Elixirr, and Italian clothing brand Alé.
Last year, the British Cycling Events arm agreed a long-term strategic partnership with IMG to support the growth and sustainability of the federation’s events portfolio and to generate new revenue to reinvest in the sport.
The six-year deal involves IMG providing its expertise in production, media rights distribution, commercial partnerships, digital marketing, and advisory services for British Cycling Events’ Tour of Britain events.
