Canadian Cyclist


May 2/22 16:57 pm - Specialized Makes Executive Changes

Posted by Editoress on 05/2/22

Specialized Bicycles has announced a second change at the executive level, as founder Mike Sinyard transitions out of day-to-day responsibilities. In mid-March, the company announced that former Dyson executive Scott Maguire would take over as CEO of the company. Today, the company has reported that Armin Landgraf will take on the role of Chief of Worldwide Markets. Landgraf was previously with online direct to consumer retailer Canyon Bicycles as the CEO.

In a statement, Specialized explained the change:

This change enables Specialized Forever. Mike [Sinyard] recognizes that we need leaders who will take this brand into the future. For 48 years he has led us to build Specialized into the innovative, industry-leading rider and retailer-centric brand it is today and now he will focus his considerable drive and talent on big ideas he has about realizing the potential of the bicycle to change the world and exploring untapped markets. In addition to bringing in Scott Maguire as the CEO, Armin brings a wealth of experience with high relevance to establish the Specialized ecosystem. This transformation will bring substantial benefits to riders, retailers, and us.

Armin is our Chief of Worldwide Markets. He will lead our transformation towards an industry leading rider-centric ecosystem. This transformation requires a digital transformation in multiple areas, achieved through effective cross-functional collaboration and continuous focus on our people and teams.

The company also said that they will continue to support the retailer channel:

Specialized is committed to continuing to grow with our most aligned retailers which are essential to serving riders. Armin brings a deep understanding of the importance of retail relationships and our competitive environment. We will continue to invest heavily to drive traffic to aligned retailers with programs like Find Nearby and we are committed to remaining the most demanded and highly profitable brand for our retail partners through leading product, focused distribution, and best in class service. We've also let our riders and retailers down in recent years


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