Athleisurewear brand Adanola has named Gymshark’s former chief commercial officer, Niran Chana, as chief executive as the brand eyes international expansion.

Hyrum Cook (left) and Niran Chana (right), the incoming CEO at Adanola

Hyrum Cook (left) and Niran Chana (right), the incoming CEO at Adanola

Chana was previously chief commercial officer at Gymshark, where he was responsible for global sales, overseeing merchandising, marketing, trading and retail functions, as well as leading the growth of the women’s category at the sportswear retailer.

He will join Adanola in June this year and take over the role previously held by the brand’s founder Hyrum Cook since it was founded in Manchester in 2015.

Cook will pivot to a creative role working alongside Chana as the brand targets international expansion.

The move comes after the activewear brand reported a 311% increase in turnover for the financial year ending 2023. 

Cook said: “I’m extremely excited to welcome Niran as Adanola’s new CEO in June. Niran’s experience and knowledge of the industry will be an asset to the business as we enter a very exciting growth trajectory and, as we set our ambitious goals to have a more significant global presence, Niran will play a key role in improving end-to-end operations for growth and efficient scaling, and the overall company strategy.

“Stepping into a founder role, I will work very closely with Niran and the wider team and focus on the things that enabled me to found Adanola in the first place, including brand, product, culture and community.”

Chana said: “I’m incredibly excited to be joining Adanola this summer. As one of the UK’s most coveted brands, I feel immensely humbled and motivated at the opportunity that lies ahead.

“Adanola is at the forefront of the consumer sector and their results to-date speak for themselves. The business is firmly positioned for the next chapter of growth. My job will be to build upon the strong foundation laid by the team, and guide Adanola through the next phase of their exciting journey.”