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Ben Lorton is currently the Cycling Lead for Sell With Others (SWO) at Decathlon UK, a role commenced in April 2024, focusing on enhancing the market share of the Van Rysel brand through innovative strategic initiatives. Prior to this position, Ben held various roles at Metropolis International Group from December 2021 to April 2024, serving as Senior Account Manager and Account Manager, specializing in the Cyclist and Cycling Electric sectors. Ben's earlier experience includes multiple roles at Dennis from October 2016 to December 2021, advancing from Sales Executive to Senior Sales Executive, where expertise was developed in engaging premium brands with target audiences. Ben's career began as a New Business Consultant at Itec UK. Educational qualifications include a Bachelor's Degree in Criminology and Criminal Justice from the University of Portsmouth, a BTEC National Extended Diploma from Brockenhurst College, and GCSEs from Ballard School.