Armin Landgraf joins Specialized as chief of worldwide markets

Armin Landgraf has been appointed as Specialized’s chief of worldwide markets, founder Mike Sinyard has announced.

Landgraf will report to CEO Scott Maguire and will be responsible for driving excellence and innovation in rider and retailer engagement to create a modern ecosystem that amplifies benefits to riders, retailers, and the brand.

Specialized Bicycle Components was founded by Sinyard in 1974. He stepped down as CEO earlier this year, handing over the reins to Maguire.

“When Mike and I first met, we rode together and shared ideas about the tremendous opportunities ahead for riders, retailers, and Specialized,” said Landgraf.

“I felt inspired as we discovered our shared passion and aligned vision for creating a robust ecosystem where retailers and Specialized combine forces in modern ways to serve riders where, how, and when they want.”

Landgraf joins Specialized with years of bicycle industry experience from Canyon and Pon.Bike, where he held CEO/COO positions. He also brings 14 years of management consulting experience, having worked with several leading premium car brands and their retail networks.

He added: “I have led brands with no online business, and I have led a brand with virtually no physical retail network. Each on their own has vulnerabilities, but an organisation that incorporates both brings much more benefit for riders, retail partners and manufacturers alike.

“Specialized is complete and represents the most promising immediate and long-term potential for riders and retail partners. Think about it – we have the strongest bicycle retailer network ever, the most iconic brand in cycling, class-leading product, and extremely high rider demand.

“We will develop the digital connective tissue to delight riders, drive customers to retailers, and earn the position as the rider’s brand of choice.”

Sinyard said: “Armin knows how to lead us to the future of commerce and rider experience that benefits riders, retailers, and Specialized. His passion for partnering with retailers will be key to drive rider satisfaction; teamwork with our retail partners is a prerequisite to co-creating the bright future we will share.

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“Our relationship with retail partners has been the cornerstone of our business model for nearly fifty years and that will not change. I also know that we have let riders and retailers down with our lack of supply. This has been difficult for our retailers, and I know we must do better to deliver the products our riders and retailers need and want.

“We will continue to invest heavily to drive traffic to aligned retailers with programs like Find Nearby, and we are committed to remaining the most demanded and highly profitable brand for our retail partners through leading product, focused distribution, and best in class service.”