British Cycling Ventures strengthens commercial leadership team with two senior appointments 

British Cycling Ventures is pleased to announce the appointment of two new members of the commercial leadership team in Claire Humphris and James Glover, bringing expertise at an exciting moment for British Cycling’s evolution. 

Claire Humphris joins as Chief Marketing Officer, while James Glover will take up the role of Head of Business Development. 

Both roles sit at the heart of BCV’s ambition to unlock new commercial opportunities, diversify revenue streams and scale up its growing portfolio of assets, partnerships and events. Together, the appointments add senior expertise and capacity to take a more outward-facing and commercially agile approach, supporting British Cycling’s commitment to growing the sport, enhancing fan and participant experiences and ensuring its assets and events deliver a significant and sustained impact.   

Humphris brings leadership responsibility for marketing strategy, brand, audience growth and customer engagement. As one of the six co-founding partners of Iris, one of London’s first integrated agencies, which grew into a 1,000-person international network, she brings over 25 years’ experience in marketing strategy and integrated campaign delivery. 

Claire’s recent work within British Cycling as a Sports Marketing Consultant has seen her lead on multiple products across a range of different audiences, including the Lloyds Tour of Britain, the Lloyds BMX Freestyle Creator Showdown and an exciting new programme to tackle barriers for people who want to cycle more, which is launching this summer 

On her appointment as Chief Marketing Officer, Claire said:   

“I’m immensely proud to be appointed as Chief Marketing Officer. Having worked with British Cycling this past year, I know of the talent and ability we already have across the organisation, and I’m confident we will be able to drive a substantial impact in the coming years. There’s a real opportunity to strengthen how we connect with fans, partners and participants, and to create a more compelling value proposition for what British Cycling means to people.” 

James Glover’s appointment as Head of Business Development further reinforces BCV’s focus on revenue growth, strategic partnerships and commercial innovation. In this role, James will lead efforts to unlock the full potential of British Cycling’s assets, driving commercial growth across sponsorships, events, hospitality offerings and expand into new ventures.  

Glover joins British Cycling Ventures from the EFL, with over 12 years of commercial experience in the sports industry. His career began at Lord’s Cricket Ground with Marylebone Cricket Club (MCC) where he spent over eight years, progressing to lead the sales team, including for the highly successful 2019 ICC Cricket World Cup, before more latterly moving into a Commercial Partnerships role. In 2023, he joined the English Football League (EFL) as Senior Business Development Manager, where he was responsible for driving new business across key commercial verticals to support revenue growth for the League and its 72 Member Clubs. 

On his appointment as Head of Business Development, James said: 

“It’s a privilege to be appointed as the Head of Business Development, and I’m very much looking forward to getting started in the role. British Cycling is an established, well-respected brand, and there’s significant potential to further our growth in the coming years.” 

Speaking on both appointments, Darren Henry, Managing Director of British Cycling Ventures, 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”. 

The strengthened leadership team will play a central role in accelerating BCV’s commercial performance, supporting British Cycling’s ambitions both on and off the bike and helping to build a more resilient and diversified commercial model for the future.