Seven years ago, Orbea's ambition was to become big enough to be relevant, with a distinctive proposition on the market and with the aim of becoming one of the most desired brands by cyclists around the world.
Source: press release
Today he declares to have achieved these objectives, remaining faithful to his values and his cooperative identity, thanks to the joint work of his entire organization which has been able to remain united in pursuing a clear, exciting and challenging vision.
“Orbea is now a cooperative that employs around 1.000 people around the world. We have a global presence and are a coveted and recognized brand. Now we are entering a new phase in which we will continue to pedal hard to face the exciting challenges that riders and customers offer us every day ”, explains Jon Fernández, general manager of the brand.
In this new phase, Orbea will change its organizational structure. Jon presented, among other things, the new position of Sales Strategy Director, which will be occupied by the current Global Sales Director, Gonzalo García de Salazar. With this promotion, he will be responsible for the strategic definition for the commercial operations that the brand must guarantee in the different management areas of the market. "We are starting a very exciting phase: in addition to continuing to advance in our positions in various markets, we will further enrich our value proposition both for the cycling community and for distribution, thus continuing to be a reference for society", explains Gonzalo García de Salazar
To be ready to face this new path, Gonzalo has appointed Nick Howe, current US Country Manager, as Orbea's new Global Sales Director. Nick will be responsible for leading the brand's sales teams, aligning them with defined strategies and becoming one of the leaders in building the Orbea of the future.
In addition to these major changes, Cary Tatro has been named the new US Country Manager following his excellent work as a sales representative for Southern California.
All of them share a decades-long passion for cycling, extensive experience in different management areas in the bicycle industry and have also worked for leading brands in the cycling industry and beyond. Their knowledge of Orbea and their careers are extensive, as they have held various positions within the brand until reaching the positions announced today.
With these three appointments, Orbea recognizes and promotes internal talent and rewards the efforts made by these people and the global team. “It is time to face a new phase, with new challenges and where there will be room only for excellence in work. We are ready and very excited for the path that awaits us ”, concludes Jon.
