New sales strategy, new headquarters, new employees – everything new: the Cycling Sports Group (CSG – brands Cannondale, Fabric, GT) belonging to the Canadian conglomerate Dorel Industries and its Dorel Sports Division is starting both in Germany and Austria »with fundamental changes as well Innovations in a new season «.
Fundamental investments and changes mean that the newly established German-Austrian CSG team, which only approaches specialist bicycle retailers with its premium brands, is looking forward to the 2021 season with anticipation.
New location in Woudenberg
The US provider moved into its new European company headquarters – the “Campus Cannondale” (top right picture) in Woudenberg, the Netherlands – back in August. The sales, marketing, finance, planning, IT and human resources departments are now united in one location.
New strategy
In addition, CSG Europe managing director Eugene Fierkens would like to repair what he claims to be the “broken system” of the bike industry with a new sales and branding strategy.
What does that mean exactly? In the future there will be no more model years at CSG. The dealer contract year is adjusted to the calendar year. According to the provider, this has the clear advantages “that there will be no more artificially induced model changes in the middle of the season and that current goods will not be devalued”.
New “Ready to Ride” concept
In addition, CSG will make further investments – namely »in building up the brands, in the new ‘Cannondale Campus’, in a strong team of employees and in the expansion of production capacities«. In future, the majority of Cannondale’s bicycles will be “ready to ride” – with an assembly time of just 15 minutes for the specialist dealer – in new, 100 percent recyclable bicycle packaging.
New team
The investments in new staff can be seen in a newly formed customer service team on the “Cannondale Campus” and in the new faces in marketing and field service.
The new Customer Service Team now consists of Thomas Kamp (1st picture below), Nanette Hameka (2nd picture below), Fabian Ilgen (3rd picture below), Hans Engels (4th picture below) and Markus Schulte-Lünzum (5th picture below) . Picture below). The customer service duo Irene Diana Lachner and Lorenz Schmück from the previous location in Allschwil will support the new customer service team with their previous expertise until spring 2021.
New Marketing Manager CSG-DACH
Andreas Krajewski joined CSG in February as the new Marketing Manager for Germany, Austria and Switzerland. The 34-year-old business economist has international bicycle industry experience in the areas of brand management and marketing, which he was able to gather at home and abroad.
New sales representatives in D-East and D-West
Also new at CSG – in the field sales force: Marco Mayer and Florian Mayer. While the 43-year-old Marco Mayer has been looking after the area of East Germany with the federal states of Berlin, Brandenburg, Saxony-Anhalt and East Saxony since March and has over 25 years of industry experience, he is steering
31-year-old Florian Mayer the area west (Rhineland-Palatinate, Saarland, southern Hesse, southern NRW and northwestern Baden-Württemberg). The enthusiastic mountain biker is now using his specialist knowledge of bike stations in retail, wholesale and field service to support and expand the CSG dealer network. Which other areas are controlled by which sales staff in Germany and Austria can be found in the team image below (6th picture below).
How the listed mother company Dorel Industries Inc. as well as Dorel Sports with their bicycle subsidiaries CSG and Pacific Cycle Group closed the third quarter of sales in 2020 and how these figures affect the previous annual business 01-09 / 2020, you will find out in tomorrow’s RadMarkt- News.
Text: Jo Beckendorff/CSG-Europe & CSG-DACH, Fotos: CSG-Europe & CSG-DACH
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