CHICAGO (BRAIN) — SRAM has hired Uwe Reichelt as its European director of OEM sales. He fills the position vacated when Robert Priest left SRAM last June. Reichelt comes from Continental's motorcycle division, where he was global head of sales, marketing, product management, and R&D since 2011.
Reichelt also has held management positions with Pro Feet, GROFA, CicloSport, WL Gore, and Hein Gericke.
"I am super excited about the opportunity of working with a skilled and motivated team, selling a fantastic, innovative product portfolio and trying to help growing SRAM's European OE business" said Reichelt.
The company said Reichelt will direct its OE sales team with strong cross functional connections to SRAM's marketing and product development teams. He will be based in SRAM's Development and Training Center in Schweinfurt, Germany, and report to John Nedeau, SRAM's VP of OE sales.
Nedeau said, "SRAM is very excited to bring Uwe aboard. He brings a strong background of management experience in sales, marketing and product development that will be valuable in strengthening relationships and leading our OE selling efforts with bike brands across Europe." Reichelt will start at SRAM in April.
