Reorganization at Spanish bicycle manufacturer Orbea

Seven years ago, Orbea set out to become big enough to make a difference, with an offering that stood out from the rest of the market and the goal of becoming one of the most sought-after brands among cyclists around the world. Today we can report that we have achieved this goal by staying true to our core values and corporate identity, thanks to the combined efforts of the entire organization, which has united in pursuit of a clear, exciting and challenging vision.

 "Today Orbea is a cooperative that employs around 1000 people worldwide. We are present all over the world as a recognized and sought-after brand. Now we are entering a new phase in which we will continue to work hard to meet the exciting challenges that riders and customers present us with every day," says CEO Jon Fernández.

In this new phase, Orbea is reorganizing. Jon has presented the new post of Sales Strategy Director, to be filled by Gonzalo García de Salazar, previously Global Sales Director. His ascension will give the sales department the strategic dimension the brand needs to compete in its various market management areas. "We are entering a very exciting phase: As we continue to evolve in our different markets, we will also continue to enrich our offer to the cycling community and our dealers:inside, with the aim of continuing to be a benchmark for the society in which we operate," explains Gonzalo García de Salazar

To ensure we are ready to embark on this new path, Gonzalo has appointed Nick Howe, who until now has been our US Country Manager, as Orbea's new Global Sales Director. Nick will be responsible for leading the brand's sales teams, aligning the defined strategies and helping to build the Orbea of the future.

Another important change is the appointment of Cary Tatro as our new Country Manager for the U.S., following his excellent work as our Sales Representative in Southern California.

They all share a decades-long passion for bicycles, have extensive experience in various management areas of the bicycle industry and have worked for leading brands in this and other industries. They have the in-depth knowledge of Orbea and the track record of having held various positions within the brand prior to their current appointment.

With these three appointments, Orbea recognizes and promotes internal talent while rewarding the efforts of the appointments and the entire team. "Now is the time to enter a new phase with new challenges, where excellence must be our guiding principle. We are ready and looking forward to the road ahead," Jon concludes.