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Orbea restructures executive organization, Howe promoted

Published October 31, 2022
U.S industry veteran Nick Howe is named global sales manager.

MALLABIA, Spain (BRAIN) — Orbea, which said it has grown significantly in the last 7 years, is reorganizing its executive team to adjust. The reorganization includes the promotion of U.S. industry veteran Nick Howe from U.S. country manager to global sales manager.

"Orbea is now a cooperative that employs around 1,000 people worldwide. We are present all over the world as a recognized, sought-after brand. Now we are moving on to a new phase in which we will continue to push hard to meet the exciting challenges that riders and customers are setting for us day by day,"said CEO Jon Fernández.

Fernández said the company had created a new position of sales strategy director, which will be held by Gonzalo García de Salazar, who was most recently Global Sales Director. As he transitions into his new role, he will assist in the development of sales operations and strategies that Orbea needs to assure its position in each market.

"We are moving into a very exciting phase: as we continue to move forward in our various markets, we will also be further enriching our value proposal for the cycling community and for our dealers, with the aim of continuing to be a benchmark for the society in which we operate," said Gonzalo García de Salazar.

Howe is taking Gonzalo García de Salazar's former position, where he will be responsible for leading the brand's sales teams, aligning the strategies defined, and helping to lead the building Orbea of the future.

Howe is the former global brand director of performance bicycles for Trek and the founder of Sports Garage Cycling, a Boulder, Colorado, retailer. He also was the founder of Elevation Cycles, another Boulder retailer. 

Cary Tatro, who was most recently Orbea's sales rep in Southern California, becomes the brand's new U.S. country manager.

"Now is the time to undertake a new phase with new challenges, where excellence must be our watchword. We are ready and eager to take the path that lies before us," said Fernández. 

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