Mavic announce new CEO

The Bourrelier Group has appointed Alberto Morgando as CEO of Mavic.

Involved with Jean-Michel Bourrelier, CEO of the Bourrelier Group, for more than five months, Morgando officially took over the position of CEO, on Tuesday, February 20, 2024.

Following the announcement, Morgando commented: “I am honoured to join Mavic, a brand with a rich history and a community of passionate cyclists. The challenges are many, but the opportunities are even greater.

“My priority will be to mobilize our teams around a common vision, by fully exploiting our innovation potential and strengthening our presence in the global market, all while relying on all the women and men who make Mavic strong with their skills and passion. Together, we will write the next chapter in Mavic’s story.”

The appointment marks the continuity of the relaunch and transformation of Mavic and underlines the group’s ambition to become a major player in the industry again.

Jean-Michel Bourrelier added: “I welcome the arrival of Alberto Morgando at the helm of Mavic, a decisive step towards our goal of becoming a key player in cycling equipment and cycling.”

“His strategic vision and transformation expertise are perfectly aligned with our ambition to continue Mavic’s metamorphosis. Together, we are ready to take on the challenges and seize the opportunities for Mavic.”

Mavic UK

UK-based news recently came in the form of a new distributor announcement – made on the eve of COREbike 2024 – with Chicken CycleKit becoming the exclusive UK distribution partner for the full range of the French brand’s products.

As part of the update, new and existing Mavic stockists will see UK stock holding, next-day deliveries, increased area sales coverage, reduced carriage costs and an onsite Mavic Service Centre in Leighton Buzzard.

Mavic will continue to support the UK OEM business and strategic online businesses, directly from its HQ in France.

Mavic North America news

September last year saw the brand re-establish a USA office, located in Waterbury, Vermont, specifically to support sales and service in North America.

With the newly established Mavic Service Centre in Waterbury, the company is able to provide a full spectrum of support to its North American-based dealers, partners, and riders.

In sharing the news, Jean-Michel Bourrelier said: “We are thrilled to be back in the USA to address the needs of our North American customers with our new Mavic Service Centre in Waterbury, Vermont.

“We are also very excited to unveil many new products in the coming months, relevant to the US market and local riders. We hope that American gravel, mountain and road riders will be able to experience our new wheel technologies and discover our new apparel that celebrate the long-standing history of our brand.”