Simon Williams

Background

About Simon Williams

I’m a cycling and events industry leader, event producer and a philanthropy expert with 15+ years of experience building brands, leading market strategy, managing elite athletes, and producing nationally recognized events. I’ve overseen multi-million dollar P & Ls, built athlete management programs from the ground up, and partnered with top brands like Canyon and Felt to align global objectives with Canadian execution. I co-founded Sea Otter Canada, developed Canyon’s first activation in Canada, and represent some of the top names in gravel, road, and MTB through Inspire Athlete Management. My passion lies in helping cycling brands grow through authentic storytelling, athlete credibility, and meaningful community engagement. I'm a relationship-first operator who understands how to scale with integrity, connect with riders, and drive results.