Bikes and triathlon etailer Wiggle has appointed a raft of big-hitting names to a newly created advisory board that will help develop the business.

Wiggle has drafted in business people with specialist expertise across a range of fields. Peter Williams, co-founder and chief executive of growing fashion retailer Jack Wills, which is expanding overseas, will advise on building Wiggle internationally.

Dilys Maltby, co-founder of brand and marketing strategy consultancy Circus and former general manager of brand and marketing for Body Shop International, will guide Wiggle on its customer proposition. John Crosby of online travel firm Travelocity will advise on technology, while Practicology chief executive Martin Newman is in discussions about coming on board.

The advisory board, whose members were headhunted by search firm Clarity, will meet up to four times a year and act as a sounding board for Wiggle’s senior management team.

Wiggle was acquired by private equity firm Bridgepoint in a £180m in December last year. At the time, Wiggle said it would expand through acquiring rivals and brands including etailers in the UK and overseas.

Wiggle generated £10.2m pretax profit for the year to January 2011, up from £7.1m the year before as sales momentum continued.

Wiggle declined to comment on the creation of the advisory board.