Following the presentation of its IBD-focused business model at Interbike, Eddy Merckx Cycles USA is adapting its US operation to ‘handle significant growth’. “We increased pre-book sales 400% over 2014 and achieved our dealer volume goals at the show itself. This made it clear it was time to bolster our team,” said Rob Beset, CEO of Eddy Merckx Cycles.
The new focus on independent bicycle dealers, sees a restructuring throughout the company. With the initial consumer direct strategy that Peter Vanham led coming to a close, he will now return to his work in media and communications.
Eddy Merckx Cycles notes that it is thankful to Peter for the results from his two year commitment. “I’m happy to have contributed to the re-ignition of the brand in the USA and leave confident that the project is in good hands,” said Vanham.
Based on positive feedback from its sales network on a previous customer service sales representative role for Heather Rizzi, Eddy Merckx Cycles has announced that Rizzi has been promoted to National Sales Manager.
Heather joined Eddy Merckx in March of this year. Prior to that she spent 8 years as the General Manager of a bike/ski shop in upstate New York. She is well known from prior national level competition in endurance MTB racing, alongside being the founder of HRRT, an amateur cycling team with more than 600 members.
Phillip Lucas an experienced industry man, will steer the Eddy Merckx brand as Director for North and South America. “By re-inventing itself, Eddy Merckx Cycles has struck a chord with the market,” said Lucas. “It’s exciting to re-launch a brand with such a strong legacy in the USA.”
Phillip, who has been working for Eddy Merckx as a consultant in Europe, previously spent 8 years with ROTOR Bike Components – where he played a major part in transforming the brand into a global player.
Phillip brings in-depth knowledge of supporting dealer growth to the team and is a known face in the US market, having spent his last year with ROTOR as US brand manager in Boulder, Colorado.
Founded in 1980 by the cycling legend himself, Eddy Merckx Cycles aims to deliver the best balanced bikes it can, prizing ‘Speed, Stiffness, Safety and Stability’. Driven by a design ethos of ‘Power under control’, the company’s bikes are developed with professional racing input, leading edge dynamic studies and Eddy Merckx’ own instruction. Each bike, is then named after one of Eddy’s Major competition feats.
