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New CEO joins XBlades

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International sports brand XBlades Sports has appointed a Lee Jenkinson as its new CEO to head up all its UK and France operations.

The former Hull FC operations and retail director joins the company from current Challenge Cup and Super League holders Leeds Rhinos, where he has been employed in a senior management role for two years.

Mr Jenkinson, 29, who has developed an excellent reputation within the sporting industry, transformed Leeds Rhinos’ retail operation driving a 30 per cent increase in turnover over the last two years. This growth helped the current Super League champions to achieve a £2 million retail turnover for the first time in their history.

His tenure at Hull FC produced equally impressive results. He overhauled its retail business and doubled it in size achieving over £1 million of retail sales every year for five consecutive years.

Shane Miller, owner of XBlades UK, said: “Lee joins us with glowing references from some of the most senior figureheads in both codes of Rugby across the globe. Having worked with him from a far for over ten years, I have always been impressed with his enthusiasm, work ethic and his ability to get the job done even in the most testing of economic climates.”

Lee has been tasked with growing the XBlades brand in both the UK and France and to achieve the company’s goal of being the number one rugby apparel supplier in the UK.

Lee Jenkinson said: “I am delighted to be joining such a forward thinking company like XBlades. I have watched them grow over recent years and with my extensive experience in this sector, I believe that I can help them progress even further in the years to come.

“Having worked with several brands over the years, the refreshing nature of XBlades, who pride themselves on their quality and service is what I believe sets them apart from the competition.

“They already have a firm footing in both Rugby Union and Rugby League and they have a strong management team in place to which I am excited to join and help them push on to be the leading brand in this country.”

Jason Robinson OBE, who is also a director of the company, said: “From the first time I met Lee, I knew he was the right fit for what we are trying to achieve at XBlades. With an already fantastic infrastructure in place, I am sure that Lee will lead the company and help take us to the next level.”

The organisation based in Doncaster was originally founded in Australia in 1989 and came over to the UK in 2012 has seen unprecedented growth.

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Lee Jenkinson

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