man wearing orange cycling jersey sits on a Wattbike. In front of him on a large TV screen is a race graphic of a road that he is virtually cycling along.
Credit: Wattbike

E-commerce and digital transformation expert Ahmed Khodja joins the Wattbike team as Direct-to-Consumer (DTC) Director, a brand new role which will see him responsible for setting Wattbike’s global DTC vision by unlocking the potential of the brand. Khodja will be responsible for the transformation of both on and offline consumer experience, through leveraging the tremendous value of Wattbike’s omnichannel foundations and powerful heritage in elite sport.

Khodja joins the Wattbike team with a formidable track record in e-commerce strategy, following a decade working with global manufacturer and online retailer of licensed sportswear, Fanatics. Whilst with Fanatics Khodja worked with the world’s leading sports teams and athletes, and his specialism in e-commerce is especially exciting for the Wattbike team, with this being the most significant area for their global DTC expansion.

It’s a pivotal time for the Wattbike brand as they excitingly look towards expansion and development of the brand globally. Built on the global foundation of commercial and corporate markets – as official supplier to the All Blacks and extensive use in elite sport, 3,000 gyms, BUPA and uniformed services – the DTC sales of the Wattbike Atom smart bike now account for 70% of UK sales. Earlier this year, Wattbike launched the Atom state-wide in the USA and they continue to ramp up marketing activities to raise brand awareness, market share and visibility, as they go into the winter training season

Khodja will also be supporting the B2B Commercial growth, as the team recently launched distribution of the Wattbike Atom via distributor partners in China, Singapore, Thailand, Japan and Hong Kong.

Khodja said, ‘I’m delighted to be joining the passionate team at Wattbike, and to be taking on such a pivotal role in the brand’s plans for international growth. Wattbike is loved by elite teams and athletes around the world with good reason, their credentials and quality of product setting them well apart from their competitors. I’m very much looking forward to helping shape the brand’s digital future, using my extensive experience of e-commerce and connections within the industry.”

Stephen Loftus, CEO of Wattbike is especially excited about Khodja’s appointment, and he says: “We’re absolutely delighted to welcome Ahmed to the Wattbike team – his depth of experience in e-commerce across international markets and innate understanding of the sports industry means I’m confident that he’ll accelerate our global e-commerce strategy, and take the brand to new audiences and markets. He will support us in our quest to become the world’s leading training platform with ecommerce at the forefront of our strategy, opening the Wattbike brand up to newer audiences to continue to improve the health and performance of fitness enthusiasts across the world.”