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Cervelo pioneer Phil White becomes president of power meter company 4iiii

Joe Robinson
20 May 2020

White takes on the acting role to help drive innovation and growth in Canadian brand

Co-founder and pioneer of Cervelo Phil White has taken the role of acting president of power metre and turbo trainer company 4iiii. The Canadian brand stated that White would come on board to help 'fortify the company’s growth trajectory as an innovation leader in sports electronics and sensor technology'.

White, alongside Gerard Vroomen, helped to develop Cervelo from a 'school basement project' to a leading global bike brand that helped pave the way for a lot of the technology in the current professional peloton.

The Canadian joined Pon Holdings after selling Cervelo in 2012, holding the position of Chief Innovation Officer at Pon.Bike until 2017.

White will now be taking the position of acting president of 4iii during a period of boom for the company as it experiences record sales of its indoor training equipment as a result of the global coronavirus lockdown, a reason White gave for joining the team.

'I was really impressed by how the team immediately adapted to Covid-19 by moving most people to work from home and creating isolated assembly and quality stations in the factory to keep production going,' said White.

'These quick, innovative changes have allowed the company to keep our dealers and the 4iiii.com store well-stocked as demand has skyrocketed for our trainers and power meters.'

CEO of 4iiii Kip Fyfe is hopeful that the recruitment of White can help innovate new products and grow the company going forward.

'Despite this challenging economic climate, 4iiii is seeing solid demand for trainers and power meters. Phil understands the need to support the current demand and also plan for our innovation and growth,' said Fyfe.

'His unique blend of strengths in design, manufacturing and marketing make him the ideal candidate to lead the team over the next quarter and potentially beyond.'

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