The Belgian Cycling Factory (BCF) has hired three new country managers: Alexandre Carrie, Oliver Esselborn and Peter Wilhelm. The move highlights the Belgian company's position as 'The Challenger'.
"We challenge the business-models of international brands who are not 100% IBD focused," says GM Strategy & Business Eugene Fierkens. "We challenge the brands who are going DTC and are acquire stores. We at BCF care about the IBD and we are 100% IBD. We never changed our behavior towards the IBD since 1997. And we will never do that. We don't compete with the IBD. That's a promise."
To achieve this goal, Ridley is currently rolling out its new business model called 'Rider Retailer Centric' (RRC). "RRC means that we always put the interests of both the rider and retailer first when we make decisions," Fierkens clarified. "To provide better services, among other things, we have subdivided Europe into nine regions. Each region will be managed by a Country Leader. Of three Country Leaders we are allowed to disclose the names, all leaders with decades of experience in the IBD business."
Alexandre Carrie
Alexandre Carrie started to manage France and Wallonia since July 1st. He has a long history at Lapierre where he was the Commercial Director for 11 years. Also Alexandre was the Commercial Director at Look and Fulcrum wheels. Recently he was the Commercial & Marketing Director at Mach1, a supplier of wheels components.
Quote Alexandre: "I was seduced by the new business model and to become the brand of choice in Europe. With the best line-up of bikes ever and with RRC I think we will be the choice for the independent bicycle retailer very soon."
Oliver Esselborn
Oliver "Oli" Esselborn also started per July 1st and manages Germany and Switzerland. Previously Oli was the Global Sales Director at Trelock and prior to that he was the Country Group Manager for Cervelo, Santa Cruz and Focus in the DACH region. In his early years he worked for Specialized as the Sales Leader for Germany and Luxembourg.
Quote Oli: "The passion and skills of all the people I met is incredible. Together with the 100% IBD focus and with the new and improved strategies in place (that will lower the risks and will increase the benefits of the retailers) the retailers will grow their business in a more profitable way with Ridley compared to any other brand."
Peter Wilhelm
Peter Wilhelm will join BCF's Country Leadership team starting August 1st. Peter brings extensive experience in the bicycle industry. He worked for 5 years in sales at one of Austria's leading bicycle stores. He then served as an Outside Account Manager for Cannondale in Germany for several years. Most recently, he was the OEM Sales Manager DACH for Mahle Smartbike Systems, handling bike brand accounts.
Quote Peter: "For me, joining the Belgian Cycling Factory family was a clear choice due to their exceptional brand recognition and the opportunity to strengthen partnerships with Independent Bicycle Dealers (IBD). I am excited to contribute to a company that values quality & product innovation and digitalization so amazingly strong. On these areas the BCF brands are leaders in the industry."
According to Fierkens, this is just the beginning: "We will keep investing in our retailers and services. More announcements will follow soon."
