Orbea Reorganizes to Tackle Future Challenges 2

Seven years ago, Orbea set out to grow big enough to make a difference with a proposal that distinguished it from the rest of the market and the goal of becoming one of the brands most sought after by cyclists all over the world. Today we can report that that goal has been reached by remaining true to our core values and corporate identity, and thanks to the joint efforts of the whole organization, which has remained united in pursuit of a clear, exciting, challenging vision.

“Orbea is now a cooperative that employs around 1000 people worldwide. We are present all over the world as a recognized, sought-after brand. Now we are moving on to a new phase in which we will continue to push hard to meet the exciting challenges that riders and customers are setting for us day by day", says CEO Jon Fernández.

As we step into this new phase, Orbea is reorganizing. Jon has presented the new position of Sales Strategy Director, which is to be occupied by Gonzalo García de Salazar, former Global Sales Director. As he transitions into his new role, he will assist in the development of sales operations and strategies that Orbea needs to assure its position in each market."We are moving into a very exciting phase: as we continue to move forward in our various markets, we will also be further enriching our value proposal for the cycling community and for our dealers, with the aim of continuing to be a benchmark for the society in which we operate", explains Gonzalo García de Salazar

To ensure that we are ready to undertake this new road, 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 strategies defined, and helping to lead the building of the Orbea of the future. Another major change is the appointment of Cary Tatro as our new US Country Manager, in the wake of his great work as our sales representative in Southern California.

They all share a passion for bikes that dates back decades, have broad experience in various management areas in the cycling industry, and have worked at benchmark brands in this and other industries. They have in-depth knowledge of Orbea and the track records provided by stints at various posts within the brand prior to today's appointments. With these three appointments, Orbea is recognizing and promoting in-house talent and, at the same time, rewarding the appointees' efforts and the team as a whole. “Now is the time to undertake a new phase with new challenges, where excellence must be our watchword. We are ready and eager to take the path that lies before us." concludes Jon.