Classified, the Belgium-based drivetrain brand, has strengthened its leadership team with the appointment of Dennis Weijers as Chief Commercial Officer.
With his background in strategic marketing and sales across the sports industry, Classified notes that Weijers adds experience and expertise to further propel the company’s growth and presence.
Weijers joins Classified from Shimano Europe, where he served as Director of Marketing. At Shimano, he contributed to growth through strategic marketing and sales initiatives, digital marketing transformation, and partnerships.
Prior to Shimano, he held various leadership roles at TomTom, where he managed and expanded market segments across multiple regions.
Classified CEO Mathias Plouvier said “We are thrilled to welcome Dennis to the Classified leadership team. His extensive experience and proven track record in the cycling and sports technology sectors make him the ideal candidate to help steer Classified into its next phase of growth.”
In his new role at Classified, Dennis Weijers will oversee all commercial operations, including sales, marketing, and customer engagement strategies. His appointment comes in quick succession following James Vickers’ arrival as Head of Marketing and Communications.
Dennis Weijers said “I am incredibly proud to join Classified at such a pivotal time for the company. Classified is renowned for its innovative approach to drivetrain technology, and I am eager to build on that strong foundation, fostering a culture of excellence and innovation to deliver exceptional value to our customers and partners.
“I look forward to this adventure and to being part of a highly motivated team that is pushing the boundaries of innovation in the cycling industry.”
Founded in 2019 and employing 50 people, Classified is a Belgian cycling tech company that has developed drivetrain and shifting technologies.
The company has offices in Antwerp and Eindhoven. Its award-winning drivetrains and wheels are available through more than 40 bike brands and a global network of certified distributors and dealers. The company’s investors include prominent cycling champions Tom Boonen, Marcel Kittel, Anna Van der Breggen, André Greipel, and Philippe Gilbert.
