Pedersöre, Finland – 9.6.2026 Herrmans Bike Components Ltd strengthens its commercial organisation with the appointment of François Joly as Sales & Marketing Director.
François will join the company starting from 1 June 2026 and will lead Herrmans' global sales and marketing activities across OEM and aftermarket business.
This new step supports Herrmans' continued focus on strengthening customer partnerships, developing its market presence and bringing future-proofed bicycle components to a changing industry. It also follows the recent acquisition of Roxim lighting technology, which expands Herrmans' offer in advanced e-bike and speed pedelec lighting and adds further momentum to the company's commercial development.
François Joly brings broad international experience from the bicycle industry, with a strong background in OEM business, aftermarket development and distribution. Most recently, he served as Head of Sales at Mavic, where he was responsible for commercial activities across OEM, aftermarket and distributor channels. His previous experience also includes senior commercial roles at Neomouv and Mach 1 Wheel Components. Born in Belgium and based in France, François brings a strong European market perspective to the role.
"François brings valuable industry experience and a strong understanding of both OEM and aftermarket business," says Dan Liljeqvist, CEO of Herrmans Bike Components. "For Herrmans, this appointment is an important step in strengthening our commercial direction, our culture and supporting our customers even better. We see clear opportunities to grow, and also to strengthen how our commercial direction connects with sales, marketing, product development and customer relationships."
In his new role, François will focus on developing Herrmans' global market approach, strengthening customer cooperation and supporting the company's growth in key markets.
"I am very pleased to join Herrmans Bike Components," says François Joly. "Herrmans has a strong foundation: European manufacturing, long product experience and a clear ambition to develop components that bring real value to bicycle brands and riders. I look forward to working with the team, our customers and partners to build on this position and take the next steps together."
With François joining the team, Herrmans adds another perspective to its work with customers, partners and markets across Europe and beyond, while continuing to build a strong organisation for the next steps ahead.
About Herrmans Bike Components
Herrmans Bike Components Ltd is a leading European pioneer in developing innovative and sustainable components for the bicycle industry such as lights, grips, chainguards, reflectors and rim
tapes. With over 65 years of expertise, Herrmans works in close collaboration with bicycle manufacturers to meet the needs of today and the opportunities of tomorrow.
Our mission is to develop innovative & sustainable bike components through collaboration, offering state of the art manufacturing, and servicing our customers wholeheartedly through the journey.
Herrmans Bike Components Ltd is headquartered in Pedersöre, Finland, with approximately 110 employees across Finland, Germany, and Taiwan. www.herrmans.eu
