Inside WTB with James Heaton: PR, Brand Content and lots of laughs
At WTB, there’s a dedicated team working behind the scenes to bring you the best gravel, mountain, and urban cycling products—and to make sure you know how to use them to their fullest potential. One of the key players in this effort is James Heaton, the guy responsible for PR and Brand Content at WTB. From managing media relationships to creating engaging product videos, James helps tell the WTB story in a way that keeps riders informed, entertained, and stoked on their gear.
Here’s a look behind the scenes at James’ role, his favorite WTB products, and what makes his job so unique.
6+ Years of Shaping WTB’s Story
James has been at WTB for over six years, and his contributions are everywhere—especially on the WTB YouTube channel and website.
“The biggest visible contribution I've made would be related to video production. I've made well over 100 videos for our YouTube channel, most of which you'll find embedded somewhere on WTB.com. Visit almost any product page on the website, and you'll probably find one of my videos there.”
But for James, the real joy comes from more than just hitting "record." He loves being involved in product testing and development, taking WTB to cycling events around the world, and—of course—any work project that lets him ride his bike, especially with his best bud Jonesy from EMBN in Garda.
What Does James Do at WTB?
As WTB’s PR and Brand Content Manager, James wears a lot of hats:
🎥 Video Production: He films tutorials, product overviews, and behind-the-scenes content to help riders get the most out of their WTB gear.
📰 PR & Media Relations: He works with cycling’s top media outlets, ensuring that journalists, influencers, and reviewers get their hands on WTB’s latest innovations.
📸 Content Creation: While videos are his specialty, James also plays a role in social media content and photography, helping to tell WTB’s story visually.
📢 Brand Advocacy: He ensures that WTB remains a respected name in the cycling world, keeping riders excited about new product launches.
🚙 Car Detailer: When James isn't riding his bike you can find him rallying around and taking copious amount of videos of his Subaru WRX, his first born, close second to his real kid Jacob. Which do you think he has more pictures of on his phone?
What’s Special About WTB?
WTB is known for designing and producing high-quality, durable cycling gear—but the team behind it all is surprisingly small.
“We design, produce, and sell huge quantities of products across so many categories, but behind the scenes is a pretty small team making it happen. People are often surprised when I tell them how few we are. We have offices in 4 countries, multiple warehouses, our own wheel-building facility, multiple factories, and numerous remote employees, and still, the total count is way under 100. Pretty efficient, I think.”
It’s this tight-knit, passionate team that makes WTB what it is—big enough to be a household name in cycling, but small enough that every team member’s voice is heard.
What Trends & Innovations Get James Excited?
James has become a huge fan of eMTBs in the past five years and loves seeing innovations that make them more reliable and durable.
“Take SG1 tires, for example. For me, using those tires removes the need for inserts in pretty much any situation and gives me peace of mind that I'm not going to flat when I get a bit lazy with my line choice.”
As eMTB technology advances, products like WTB’s SG1 tires are helping riders push their limits without worrying about flats and failures.
James’ Favorite WTB Gear & Rides
🚵♂️ Favorite WTB Product:
- WTB Verdict Tire – "The amount of support and confidence it gives when the going gets sketchy has been a game changer for me."
🚲 Favorite Bike:
- Trek Rail eMTB – “They’re great bikes that ride well, and it's pretty hard to beat the Bosch systems they use. The steep valleys where I live are the perfect proving ground for e-MTBs.”
🌍 Favorite Ride & Trail Snack:
- Any ride that ends at a Greggs bakery. (A solid choice for those who know.)
💼 Favorite Part of the Job:
- Anytime work involves riding a bike—especially in warm, sunny places.
Final Thoughts: A Small Team with a Big Impact
James Heaton’s role at WTB is about more than just videos and PR—it’s about making sure WTB’s products reach the right riders, in the right way, at the right time. Whether he’s behind the camera or hitting the trails, he’s helping to shape WTB’s legacy in the cycling world.
So next time you’re watching a WTB YouTube tutorial, reading a gear review, or scrolling through WTB’s social media, there’s a good chance James had a hand in making it happen.
🚴 Want to check out some of James’ work?
Check out this blooper reel:
Head over to WTB’s YouTube Channel or explore WTB’s latest products on wtb.com
#RideWTB