lee jenkinson xblades new CEO

New CEO Joins XBlades

An international sports brand has appointed a new CEO to head up all its UK and France operations.

XBlades Sports is delighted to announce the appointment of Lee Jenkinson as its new CEO. The organisation based in Doncaster was originally founded in Australia in 1989 and came over to the UK in 2012 has seen unprecedented growth.

The former Hull FC operations and retail director joins the company from current Challenge Cup and Super League holders Leeds Rhinos, where he has been employed in a senior management role for two years.

Jenkinson (29), who has developed an excellent reputation within the sporting industry, transformed Leeds Rhinos’ retail operation driving a 30% increase in turnover over the last two years. This growth helped the current Super League champions to achieve a £2 million retail turnover for the first time in their history.

His tenure at Hull FC produced equally impressive results. He overhauled its retail business and doubled it in size achieving over £1 million of retail sales every year for five consecutive years.

Shane Miller, owner of XBlades UK said: “Lee joins us with glowing references from some of the most senior figureheads in both codes of Rugby across the globe. Having worked with him from a far for over ten years, I have always been impressed with his enthusiasm, work ethic and his ability to get the job done even in the most testing of economic climates.”

Lee has been tasked with growing the XBlades brand in both the UK and France and to achieve the company’s goal of being the number one rugby apparel supplier in the UK.

Lee Jenkinson said he is delighted to be joining XBlades: “I am delighted to be joining such a forward thinking company like XBlades. I have watched them grow over recent years and with my extensive experience in this sector, I believe that I can help them progress even further in the years to come.

“Having worked with several brands over the years, the refreshing nature of XBlades, who pride themselves on their quality and service is what I believe sets them apart from the competition. They already have a firm footing in both Rugby Union and Rugby League and they have a strong management team in place to which I am excited to join and help them push on to be the leading brand in this country.”

Jason Robinson OBE, who is also a director of the company, was equally pleased to see Jenkinson joining the company, he concludes: “From the first time I met Lee, I knew he was the right fit for what we are trying to achieve at XBlades. With an already fantastic infrastructure in place, I am sure that Lee will lead the company and help take us to the next level.”

For more information about XBlades visit the website www.xbladessports.com or call 01302 260270

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