Wayne Edy Is Now CEO of Inov8 — Three Years After Reacquiring the Company
Inov8 has a new chief executive officer, but the face is a familiar one: founder Wayne Edy.
Edy, who founded the UK-based performance running, training and outdoor brand in 2003, has assumed the CEO role. He is succeeding Mike Snell, who Inov8 confirmed has left the company. Snell was tapped as CEO in 2022.
The move comes three years after reacquiring the brand he founded from Japanese sports clothing and accessories company Descente, which had acquired control of Inoveight Holdings Ltd (Inov8) from private equity firm Livingbridge in 2015.
“2024 has been a transformative year. We’ve redefined the design and fit of our footwear to work naturally with the foot, enhancing strength and movement. Alongside this, we’ve rebranded. The response has been extremely positive and sets us up for growth in 2025,” Edy said in a statement.
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Aside from Edy’s new role, Inov8 also announced the return of Michael Price, who is now the company’s product and marketing director. Price spent six years at Inov8, from 2016 to 2022, starting as its product and marketing director and ending as chief operating officer. His career also includes stops at Asics, Reebok and Adidas.
In a statement, Price said Inov8 is focused on strengthening the brand, expanding its reach and building growth across wholesale, distributors and direct-to-consumer with this new leadership structure.
“I’m excited for Michael’s return. Together, we’ll bring fresh energy and innovation to the market,” Edy said.
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
