Guy Elliott joins CAMS-Basso

We are delighted to announce that Guy Elliott is joining CAMS-Basso as an advisor to the team.

Guy brings a wealth of international business experience and knowledge of all aspects of competitive cycling to the team.  During his mainstream business career he was CEO for DHL’s supply chain business in Northern Europe, working extensively in the Nordics, the Baltics, Belgium, The Netherlands and Germany.  It was during his time with DHL that he established The DHL Sprint School, and sponsored the DHL Future Stars, which saw girls and boys aged 12 to 14 from all over the UK being trained in track cycling disciplines by the Great Britain Olympic medalists. Many of these young riders went on to become professional riders and indeed Olympic and World Champions themselves including Elinor Barker, Lucy Garner, Abby-Mae Parkinson and Simon and Adam Yates; priority was always given to ensure that young female riders were never disadvantaged and no girl was ever turned away from these heavily over-subscribed events.

With a keen interest in women’s sport, and seeing how women’s cycling in particular was not fully developed, Guy retired from mainstream business in 2013 to join SweetSpot for two years where he was responsible for establishing The Women’s Tour in 2014, which quickly became one of the top events on the international Women’s World Tour calendar – offering equal prize money and identical race infrastructure to the men’s Tour of Britain. He also acted as SweetSpot’s Business Lead for developing their existing events for women, which includes The Tour Series of televised criterium events all over the UK, with these events now having complete parity with the men’s racing. Guy is Race Controller on The Tour of Britain, The Women’s Tour and The Tour Series and until this year was also Race Controller for the RideLondon Women’s Classique events.

In 2015 Guy was appointed Business Advisor to Fusion Media Services, the specialist marketing and communications agency for active people.  Over recent years Fusion Media has grown strongly and established itself as the market-leading agency for cycling with clients including numerous iconic cycling brands. Fusion Media have recently announced they are supporting grassroots racing in the West Midlands including providing equal prize money for women’s races in the West Midlands Road Race Series.

Guy is a lifelong member of the Solihull Cycling Club but has also lived in both Germany and The Netherlands and speaks fluent Dutch, Flemish and German. We look forward to him working closely with us on our exciting plans for the future.