Expansion targeted over the pond, 12 months after firm was bought out

New boss for 3T in North America

Industry veteran Dave Koesel has left Felt Bicycles to head up 3T’s newly formed US operation.

3T was bought last year by 3T CEO René Wiertz and Cervelo co-founder Gerard Vroomen. Koesel’s brief is to further expand 3T’s business in the US.

Koesel was road brand manager at Felt, where he helped steward the company’s growth into a major global player, overseeing product development and testing, national and global sales development and support, and competitive positioning.

3T president René Wiertz said: “We are fortunate indeed to have Dave on board. He’s been our customer for 7 years, and was among the first to see how specifying 3T components would enhance an already prestigious brand.

“He is the ideal person to head up our new US operation — he’s very experienced, a well-known figure in the bicycle business in the United States and beyond, and his expertise will massively strengthen 3T’s position in our key US market.

“He has an encyclopedic knowledge of bicycles and bike racing, and as a past racing cyclist knows exactly what the enthusiast rider expects of a premium brand’s products and support.

“His mission is to improve and expand 3T’s capability throughout the US, and to this end he will have a renewed and exciting portfolio of products to work with during the course of 2016. We look forward keenly to having him working alongside our teams in Italy and Taiwan.”

Koesel added: “It’s a thrill to head up 3T’s new US operation. There is still huge potential to expand the 3T business here, and with the new product pipeline for 2016, we’re on track to shake up the established order.

“3T has a refreshing agenda that balances growth against sustainability, and is not afraid to change. I like the commitment to keep things simple — complex is not what our customers want in their primary leisure pursuit.

“Most of all, we’re looking to connect with bike riders by giving them the products and support they need and want to make riding a pleasure and an adventure.”

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