Simon Miller will travelling the UK telling forest owners how financial, ecological and amenity sustainability can be achieved through recreation such as mountain biking.
Miller, based at UPM Tilhill's Bala offices in North Wales, has been a senior forest manager for six years.
He helped create the mountain bike trails at Coed Llandegla, the UK's first mountain biking centre in a privately owned forest.
Coed Llandegla now has 150,000 visitors a year and was hailed as the best mountain-bike trail centre in the UK by MBUK magazine and is used by national group British Cycling.
"We appointed a specialist trail-building expert to cope with the growing demand from forest owners who want to offer recreational activities on their land," said the firm.
"New trail centres and mountain bike projects are being planned all over the UK and Simon can help grow this area of our business by looking at trail building opportunities, upgrading trails and trail design."
Miller said: "I am looking forward to mirroring what we have created in Wales, expanding and developing in other parts of the UK."
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