Alex Rafferty Promoted to SRAM European MTB Communications Manager

Dec 12, 2019
by James Smurthwaite  

SRAM’s Alex Rafferty has been appointed as European MTB Communications Manager after four years as European MTB Public Relations Coordinator. He replaces Elmar Keineke, who moved to YT Industries earlier this year. The full release from SRAM is below:

Press Release: SRAM

bigquotesAlex’s passion for all things cycling and people make him the ideal fit for the European MTB Communications Manager position. We’ve had our eye on him as a future leader in our group for some time, and we are very excited to have this new opportunity for him. He’ll bring a new level of excitement to all SRAM, RockShox, and Zipp MTB product introductions, as well as developing deeper pan-European marketing programs with our partners.David Zimberoff, Vice President of Marketing at SRAM

Alex is never shy of showing and sharing his love, skills, and dedication for mountain biking. Whether that’s hitting one last lap on the trails, or spending weeks on the road launching SRAM's product portfolio. His MTB industry career is both diverse and unique, and paved the road he travelled on the journey to his new position with SRAM.

bigquotesAlex coming into his new role is a great step forward for us. His diverse background in cycling combined with an encyclopaedic knowledge of our products is the perfect recipe for communicating with our partners, as well as educating others within the industry about our brands and products. I’m looking forward to working more closely with Alex to further strengthen our teams.Tyler Morland, SRAM MTB Brand Manager

Alex competed as a cyclist in both road and MTB in his youth, before moving solely to MTB during his graduate studies. His commitment to MTB marketing echoes his passion for riding; developing a MTB leadership awards program, skills coaching company, and working alongside his brother, Joe, delivering Enduro events, prior to starting at SRAM's Drivetrain Development centre in Schweinfurt, Germany. His new role comes after 4 years as a core member of the SRAM marketing and communications team in Europe, where he specialized in planning and executing the delivery of SRAM, RockShox and Zipp MTB products to the market.

bigquotesI’m very excited to take this next step and head up the European MTB Communications team. We’re lucky enough to have some of the smartest, most inspiring and creative people I’ve ever met - growing in this company is a real honour. Our brands, people and culture are such a huge part of my life, and working with such a fantastic group of people with aligned goals is hugely motivating.Alex Rafferty, European MTB Communications Manager

For those MTB marketing professionals out there, Alex will be further strengthening SRAM's European Communications team by hiring new European PR and Communications coordinators in the very near future.


  • 25 2
 My wife happend to walk by as I was reading this. She said he looks hot on the bike. So I guess he's got that going for him, which is nice.
  • 5 1
 It’s the half-shell and goggles look, Pinkbike keeps telling us it looks dorky, but they’re just trying to hide their secret chick-magnet
  • 1 0
 Hot off the bike too imho
  • 7 0
 I made a really excellent cappuccino this morning.. maybe you didn't get my press release?
  • 13 5
 Slow news day, I guess.
  • 8 1
 I also ride bikes and work an unrelated field in PR, who's hiring?
  • 44 1
 Would you guys be interested if we did a quarterly post with all the open manufacturer-level bike industry jobs?
  • 8 0
 @brianpark: quarterly doesn't seem timely enough. Maybe you can add to the website a biking industry job posting forum. Charge SRAM and other companies $200 per job posting.
  • 9 0
 @brianpark: Yes plz. I already spend a quarter of my workday browsing this site, may as well get paid to do it as an actual part of my job too.
  • 5 0
 great news
  • 5 1
 Congratulations Alex!
  • 15 12
 Who cares? No offence to Alex.
  • 23 2
 We ran a story when his predecessor Elmar moved to YT, so we thought it'd be good to announce this as well. Also, Al is a solid human and we like seeing good people make moves in the industry. Smile
  • 2 0
 He needs to have a meeting with my axs derailleur. If comms is his thing, this bluetooth isn't cutting it.
  • 2 0
 Things have changed a lot from when he used to walk down Baker street with his dad.
  • 1 0
 ...if you have SRAM products you should care. He will be the one with the golden pen reviewing your warranty claims.
  • 1 0
 Congratulations, Mr Rafferty
  • 1 0
 This is the type of news that should be saved for bicycle
  • 1 0
 Nice one Al.
  • 1 0
  • 11 14
 why the hell is this a thing. who honestly cares about this

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