Finnish bicycle manufacturer Pelago has appointed Mika Sarimo as Chief Executive Officer. Sarimo joins the company from HMD Global, where he held senior leadership roles in marketing and regional business management.

With a background spanning global consumer brands and international markets, Sarimo brings extensive experience in brand development, communications, and commercial strategy. During his career, he held leadership positions at Nokia and later at HMD Global, overseeing marketing and regional operations across EMEA and other international markets.

His move to Pelago marks a shift from large-scale global corporations to a design-driven, independent bicycle company.

From global scale to focused design

Pelago, based in Helsinki, has built a reputation for bicycles designed for everyday use, combining functional design with a strong emphasis on ride quality and longevity. The company operates at a smaller scale than many industry players, with a focus on product coherence and brand clarity.

“After many years in large organizations, I was drawn to Pelago’s clarity of purpose,” says Sarimo. “There is a direct connection between product, brand, and user that is increasingly rare.”

A market in transition

Sarimo joins Pelago at a time of significant change in the bicycle industry. The rapid growth of eBikes and new mobility solutions has expanded the category, but also increased complexity and differentiation based on components and specifications.

“In many ways, the industry has become more technical and more specialized,” Sarimo notes. “At the same time, the fundamental question remains the same: how does the bike actually ride?”

Pelago’s approach is to maintain a focus on the riding experience, with design decisions guided by usability, balance, and long-term practicality rather than specification alone.

Continuity and growth

Under Sarimo’s leadership, Pelago aims to strengthen its position in key international markets while maintaining its design-led approach.

The company sees continued opportunity in both traditional bicycles and eBikes, with a focus on integrated systems that support, rather than redefine, the experience of riding.

“Technology plays an important role,” Sarimo says. “But it should remain in the background. The goal is not to change what a bicycle is, but to support what makes it work.”

About Pelago

Founded in Helsinki, Pelago designs bicycles for everyday use, combining functional design, durability, and a focus on ride quality. The company’s products are distributed internationally through a network of selected partners and retailers.

Pelago is a Helsinki-based bicycle company, founded in 2009, designing versatile bikes for everyday riding and beyond. Built on the idea of one bike, many rides, Pelago makes versatile bikes that adapt to different needs through a wide range of the comapny’s own accessories. Most of Pelago’s bikes are exported, and beyond Helsinki they are ridden across Europe in cities like Copenhagen, Berlin, Paris and Zürich.