Triumph Motorcycles Chief Commercial Officer Paul Stroud will retire later this year. David George joins as Chief Sales Officer, and Nick Bell is appointed Chief Marketing Officer.
This is a press release from Triumph…
Triumph Motorcycles announces changes to the company’s executive team, with the announcement that Chief Commercial Officer Paul Stroud will retire 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 expanded into new segments and attracted new customers through the launch of its 400cc range and 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: “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 September 1st, 2026, with responsibility for leading the company’s global sales organization 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 June 1st, 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.
