TORONTO, Ontario, and SANTA CRUZ, Calif. (BRAIN) — Cervélo has undergone a restructuring, with new resources dedicated to the Santa Cruz, California, office of parent Pon Holdings. In July, Cervélo moved assembly of its bikes for the U.S., Canada and the Americas to the same facility, where Santa Cruz Bicycles and women's MTB brand Juliana assemble their bikes.
In an email sent to dealers on Oct. 22, Cervélo stated that in moving assembly to Santa Cruz, "It became clear that we could further improve product availability, service and quality by joining forces in other ways as well, and we are merging the talents of the planning and supply chain teams in Toronto and Santa Cruz under the leadership of SCB chief operating officer Will Priest.
Cervélo also told dealers that it would bolster sales and marketing resources in the California office, with Stacey Sell leading the West Coast inside sales team.
Contacted by email, general manager Nick McAdams declined to comment on whether jobs were affected at Cervélo's Toronto headquarters, but said the company will continue to be based there and that there are no plans to close the office.
"There will be more opportunities as we focus on growing our presence and service in the Western region including events, dealer support, education/training, etc. At the same time, there are functions being shared by both brands also coming out of the Toronto office," he wrote to BRAIN.
