Wiggle has appointed Lovefilm managing director Jim Buckle as its new chief financial officer and is due to take up the role in April further bolstering the bikes etailer’s management team.

His appointment at Wiggle follows that of former Morrisons non-food commercial director Mike Snell who joined the company as commercial director in early February.

Buckle has worked at Lovefilm, the film and TV rental and streaming service, for the past seven years. He was appointed to the role of managing director last year, replacing Simon Calver who went on to head up Mothercare.

It is understood Buckle’s role is a core addition to the team with a view to more development of the chief financial officer position going forward.

Buckle said: “I have really enjoyed my time with Lovefilm, both before and since the acquisition by Amazon, and I am proud to have lead the business through a recent period of record growth. 

“After seven years, I am ready for a new challenge and I am excited to be joining Wiggle at a time when cycling is going through a period of growing popularity.”

A Lovefilm spokesman said: “Jim’s been with Lovefilm for seven years as chief financial officer and latterly as managing director and has made a huge contribution to building Lovefilm into Europe’s leading film and TV series subscription service. We wish him well in his future endeavours.”

Buckle’s experienced is steeped in online and digital which is set to add to further bolster Wiggle’s team. Prior to Lovefilm, Buckle worked at Propertyfinder.com.

Last October Wiggle, which was bought by private equity firm Bridgepoint for £180m in 2011, drafted in top name retail figures to its advisory board. The board members include Peter Williams, co-founder and chief executive of growing fashion retailer Jack Wills, Dilys Maltby, co-founder of brand and marketing strategy consultancy Circus and former general manager of brand and marketing for Body Shop International, and John Crosby of online travel firm Travelocity.