BikeFolder strengthens its leadership team as Lars Hjort takes on the role of CCO.
I’m approaching 30 years in the international bicycle industry and have worked across nearly every part of the value chain. When I got a look behind the scenes at BikeFolder, I immediately recognised something truly unique. The platform solves long-standing industry challenges through a data-driven and AI-powered approach I’ve never seen before – Lars Hjort.
A seasoned executive who has helped scale several global bicycle brands, Hjort brings deep expertise in aligning commercial growth with modern technology. In addition to leading global sales efforts, he is also investing in the company.
“I’m excited to build a world-class sales organisation and present BikeFolder to brands and shops around the world. This is the solution the industry has been waiting for,” he adds.
A Platform That Drives Growth Across the Value Chain
According to BikeFolder, they offer more than just a tool for digital bike registration—their platform offers “a complete infrastructure for smarter retail and brand collaboration.”
The platform enables:
● Faster, data-driven sales insights: Brands gain real-time market intelligence and sell-through data from shops, closing the gap between product launch and actual performance.
● Full value chain embracement: Efficient recalls and digital manuals.
● Smarter inventory management: Retailers and brands gain unprecedented visibility into product lifecycles, enabling better forecasting and fewer stockouts.
● Automated order support: When a service triggers the need for parts or replacement, BikeFolder can streamline reordering automatically.
● Happier customers and better bikes: With automatic service reminders, insurance integration, and AI-powered diagnostics, BikeFolder increases bike longevity and user satisfaction—encouraging more cycling and brand loyalty.
● A modern user experience: Each cyclist receives a digital bike garage that connects them with their bike, service history, and local dealer—raising perceived value, boosting safety, and increasing retention.
I’ve known Lars for almost 15 years and have followed his career with great enthusiasm. He has a rare talent for scaling complex solutions internationally and a genuine drive to solve structural problems in our industry. Lars will be a key part of our core team and help shape both product and strategy going forward. He’s the perfect person to lead our global expansion –Sondre Norland, founder and CEO of BikeFolder
Aftermarket: The Industry’s Missed Opportunity
Only about 15% of bikes sold return for annual service—representing billions in missed revenue globally. BikeFolder helps shops double the number of bikes returning for maintenance through AI scheduling, automated reminders, and better customer communication.
“Aftermarket is where the next big revenue shift will come from. And with today’s bikes becoming more complex, well-maintained bikes are safer and more enjoyable to ride. That creates a win for shops, brands, and riders alike,” says Norland.
You can reach Lars at Lars@bikefolder.com
