Meet the Team: Lake U.K.

Building a future, based on communication… and comfort

Lake Cycling Shoes have been a staple diet for U.K. cyclists for a very long time. In recent years, we worked closely with the people at Moore Large – for 15 of those years in total – forming close bonds with an amazing group of people who helped to manage our brand, taking it to the varied and diverse U.K. cycling community. When we set up our new ‘Lake U.K.’ office as a brand-led entity in 2022, it was the obvious move for us to look back to those Moore Large days, to bring in the right people who would help us to carry Lake Cycling Shoes forward, into an exciting brand-led U.K. operating model. And so, Richard Williams came on board as the new U.K. director, having been involved with Lake as the U.K. sales manager for over 8 years at Moore Large.

Finding our feet… and yours too

In that time as sales manager, having a thirst for knowledge, Richard ensured that he knew every key aspect that forms part of the unique Lake form and fit approach to delivering some of the most comfortable cycling shoes in the world. Lauren too, joined from Moore Large, and this former BMX racer now manages not only our U.K. marketing, but also feeds into the global branding messages, with her detailed and precise approach that adds an extra ingredient for a rider and customer base living in an internet world, and thirsty for information. Lauren also helps to manage our Lake global ambassador programme; working with riders such as Ben Swift and Fred Wright, from the top tier of world cycling.

Communication is key

Talking with Richard, he truly believes that the successes gained by the new U.K. team since 2022, are based on building strong foundations – like our world-leading cycling shoes. Not in a usual ‘buzz-word’ approach either. As far as Richard is concerned, words should have real meaning, and that also means listening to the words of the cycling community, first hand. You are only ever as strong at the team; and the current team he leads is Lauren, Graeme, Johnny, and Richard, who each form parts of the Lake jigsaw, constantly involving themselves in the education of grassroots cyclists, interacting and listening to them in the local bike shops, at events and races, and on the roads and trails across the country.

As we head towards 2025, with the season closed and Rouleur Live done and dusted for another year, our U.K. team are looking ahead, with plans to our Lake cycling shoe innovation and excellence to even more riders. Our close interaction with cyclists and our retail partners, means that we’ll never stop listening, learning and helping to educate the end user - that rider looking for something special – in search of the Lake comfort and fit. Education is a key aspect for Richard, as the internet world mean’s a continual thirst for knowledge. Talking together today, and as it always is when Richard and I chat, his enthusiasm is infectious as he maps out the work that he still wants to do, getting the message to the Lake rider family – comfort and performance in perfect harmony.

Lake cycling shoe favourite’s

As he says, ‘At Lake, we listen – then we innovate’. We have to continue this process – not only here in the U.K., but also across the wider global cycling community. To grow those communication lines with riders, where education is the key to finding their own perfect form and fit. In recent times, our CX/MX 238 has been the leading shoe of choice for Lake riders in the U.K... It’s fit and performance places it in the top tier of cycling shoe excellence. In the near future, we’ll be releasing the new Lake CX239, which brings in a whole new design aspect, and one that draws on key elements developed within previous shoe models, that we revisited in our search for cycling shoe excellence. The CX/MX333 has also been a game-changer for many U.K. cyclist’s, making the most of its triple threat of ‘Comfort, Performance and Style’ in equal measure. And, the MX177 continues to wrap the adventure seeking feet of many U.K. Mountain Bikers and gravel riders, alongside new models such as the MX20G.

Join us on our journey

Speaking with Richard is always a great start to the day for me, with his infectious enthusiasm for cycling and for helping to educate the growing band of knowledge-thirsty cyclists. Ultimately, with our Lake cycling shoe range being from narrow width to EEE, we’re quietly confidently that our amazing Lake U.K. team will continue to excel, as they continue to build brand relationships with U.K. cyclists.

Why not take a look at what Lake can do for your cycling shoe comfort. Take a look at our growing list of shoe fitting partners and ride into the future wrapped in some of the world’s most comfortable, high-performance cycling shoes. Remember, whatever your ride – Lake have got you covered!