Claire Webb - Managing Director

Since joining in Feb 2015, Claire has been integral in devising GO Outdoors' 2020 growth strategy and financial plan.

As a commercial CFO she has shown great leadership and has quickly built strong relationships within GO and with our banks and financial partners.

Claire joined from Maplin Electronics, where in the capacity of CFO she oversaw three re-financings / debt restructurings and a sale of the business resulting in a change of private equity ownership. As a people focused executive she also led Legal, HR, Warehousing and Supply Chain.

Claire has a degree in Law and qualified as a Chartered Accountant in 1998 and has over 17 years of commercial experience, over 10 of which have been in retail.

Louise Ayling - Head of Finance

Louise started at Go Outdoors in August 2016 before joining the leadership team in June 2017 as the Head of Finance.

Louise has worked in retail since 2010, having joined from Wm Morrison Supermarkets plc where she worked in a number of senior manager roles across their group and commercial finance teams. Latterly supporting their popular and useful services offering including fuel, cafes and the dry cleaning business.

Louise began her career at PricewaterhouseCoopers and qualified as a Chartered Accountant in 2006.

Dan Quinn - Commercial Director

Dan joined from Tesco plc in Jan 2012 and has since played a key role in nurturing relationships with brands through a collaborative approach towards product development and marketing.

Dan has leveraged his broad experience of buying, sourcing, own label development and category management to help drive the branded range, grow own-brand offering as well as improving product availability, stock-turn and supplier payments terms. He has been pivotal in developing the GO trading model.

Dan has previously gained experience leading commercial teams in the UK, Central Europe and Asia across FMCG and general merchandise.

Steve Blan - Operations & Customer Director

Steve joined in January 2016 and leverages his 30 years of retail, operations and general management experience to lead store management, development and HR.

Steve was previously Managing Director of Makro Cash & Carry Wholesale, where he drove a very customer focused agenda.

Prior to this Steve led the store teams in Currys, and then onto leading Carphone's warehouse store teams across Europe, where he was instrumental in changing staff reward structures to achieve customer focus as well as leading store development.

Jon Asbury - Multichannel Director

Since joining in May 2012, Jon has been instrumental in driving the business's fastest growing sales channels, Group Sales and Online. His customer focused approach has ensured profitable growth which has also driven store sales through online.

Jon joined from Halfords, where he was the Head of Digital, led the design and development of and the multichannel proposition, including launching one of the first fully transactional mobile sites amongst UK retailers.

Jon has a Masters degree in Business Administration and 17 years experience of growing Multichannel businesses and set up and grew the Halfords B2B Division.

Carly Czuba - Marketing Director

Since joining the business in 2014 Carly has led her team in transforming the look and feel of GO in its marketing communications and POS ins our stores with our customer in mind.

She has utilized her broad retail marketing experience to implement strategic initiatives in improving our media buying, research and advertising and spearheaded the work to redefine our mission and values.

Carly has over 15 years retail experience gained in various roles at Marks and Spencer and Matalan. She lead the Brand Marketing and Visual Merchandising teams at Matalan and was responsible for driving the business identity across all channels.

Iain Spence - IT Director

Iain joined us in 2016 to drive our business change programme and lead the transformation of our technology.

He has held a number of PLC and other company directorships, including in Asda during its turnaround years of the ‘90s before using this experience to help several other retailers such as Morrisons, Co-op, WHSmiths, Arco and Otto with their transformations.

Iain has a degree in Computer Science and is a Fellow of the Institute of Chartered Accountants. In his spare time, Iain is a qualified microlight pilot and instructor and a keen outdoor enthusiast.