Jack Luke | PR & Communications Manager, SHIMANO Europe
Hello! My name is Jack Luke. I am the PR & Communications Manager for SHIMANO Europe.
I'm a lifelong cyclist with a near-encyclopaedic knowledge of cycling tech. After spending almost a decade as a journalist and editor at BikeRadar, I joined SHIMANO in 2026 to lead European press relations and comms strategy, translating the engineering innovation of the world's leading component manufacturer into clear, credible communications and memorable media experiences.
Among much else, my role spans managing comms around product launches, advocacy initiatives, team partnerships, and media events. I work closely with journalists, content creators and B2B media across Europe, building meaningful connections between SHIMANO, the people behind the brand and cycling audiences worldwide.
Throughout my career, I've written thousands of articles, hosted hundreds of podcasts, presented dozens of videos, tested and reviewed scores of bikes and components, and reported from cycling's biggest trade and sporting events. This experience gives me a unique understanding of what media and audiences value, and how to communicate complex technical stories effectively.
I studied Photography at Edinburgh College of Art and graduated in 2014. During my final year, I completed my project, The Bings, and later returned to the department as a technician and tutor.
I am enthusiastic, friendly and approachable. I'd love to talk about cycling, communications, photography, the outdoors or riding my tandem.
I live in Bristol with my partner, Laura. You can keep up with what I'm up to on: