Diary of a ceo
Diary of a CEO – Entry 10
Becoming the Exclusive UK Representative for Wove Saddles
There are moments in business that feel incremental.
And then there are moments that feel aligned.
This week was alignment.
Raymund Afoakwa Consulting is now the exclusive UK representative for Wove Saddles.
Not just a reseller.
Not just a dealer.
The exclusive representative.
And for me, this isn’t about adding another brand to a portfolio. It’s about strengthening a performance ecosystem.
Engineering First. Always.
I’ve never been interested in volume for the sake of volume.
Everything we do — from Supermond frames to Race Lab aero wear, from wind tunnel testing to federation partnerships — is engineering-led. Performance-led. Data-backed.
When I first encountered Wove, what stood out wasn’t marketing.
It was structure.
Carbon shell architecture
Load distribution design
Rail integration
Weight-to-stiffness balance
Real biomechanical consideration
In cycling, the saddle is not an accessory.
It is the rider–machine interface.
It dictates pelvic rotation.
It influences hip angle.
It affects power transfer.
It determines comfort under load.
It defines stability at threshold.
If we’re building Olympic-level platforms for LA 2028, every contact point must match that ambition.
Now it does.
Why This Matters for the UK Market
The UK has some of the most advanced bike fitters and performance studios in the world.
But many of them are still working with legacy saddle designs — shapes created for broad retail appeal, not biomechanical precision.
As the exclusive UK representative, our mission is clear:
Work directly with elite bike fit studios
Partner with forward-thinking dealers
Supply high-performance teams
Educate on structural saddle design
Integrate saddle choice into full aero & fit protocols
This isn’t about pushing product.
It’s about raising the technical standard.
Integration Across the Performance Stack
This partnership doesn’t sit in isolation.
It integrates seamlessly with:
Supermond track and time trial platforms
Race Lab aero apparel systems
Wind tunnel testing protocols
Saddle pressure mapping events
Federation partnerships
Athlete development programs
When we host performance events, when we work with national teams, when we run aero testing — Wove now sits at the center of that conversation.
A frame without the right saddle is incomplete.
A fit without the right platform is compromised.
A performance brand without cohesion is fragmented.
This closes the loop.
The Responsibility of Exclusivity
Exclusivity isn’t about ego.
It’s about responsibility.
It means:
We represent the brand correctly.
We protect its positioning.
We build long-term dealer relationships.
We support athletes properly.
We don’t dilute performance messaging.
We’re not here to flood the market.
We’re here to build it properly.
The Bigger Vision
When I look at the trajectory:
Supermond entering elite competition.
National records being set.
Federations aligning.
Wind tunnel programmes expanding.
Race Lab developing technical apparel.
Now Wove anchoring the saddle category.
This is not random.
This is infrastructure.
We are quietly assembling a complete high-performance system under one consulting umbrella.
Engineering.
Testing.
Manufacturing.
Distribution.
Education.
That is how you build something that lasts beyond a single Olympic cycle.
Personal Reflection
When I started Raymund Afoakwa Consulting, it was just an idea — that performance should be treated with the seriousness of Formula 1, not hobby cycling.
Today, brands trust us to represent them nationally.
That isn’t luck.
That’s consistency.
That’s integrity.
That’s obsessive attention to detail.
Diary of a CEO isn’t about celebrating wins.
It’s about documenting the building blocks.
Entry 10 is one of those blocks.
The platform is getting stronger.
And we’re only just getting started.
