The integration of SQlab into the Boards and More Group continues with the brand moving from Taufkirchen to Oberhaching, taking up residence in the Boards & More Group offices.
Now, three years in, as part of the business group, the SQlab brand will be integrated even more closely into the existing structures to “utilise synergies and leverage efficiency potential”.
The merger with the ION Bike brand – forming a joint bike division – underlines the goal of further expanding the market presence with bundled expertise.
If the business efficiencies conversation sounds all too painfully familiar, one thing that hasn’t changed is the SQlab reason for being: To pioneer in the field of ergonomic bicycle accessories.
For over 20 years, SQlab has been all about scientifically based innovations, with the company offering saddles, grips, handlebars and pedals that are specifically tailored to the individual needs of cyclists.
ION Bike is said to complement this with bike clothing and protection that focuses on functionality and design.
The announcement points out that “together, the two brands form a strong unit within the Boards and More Group”.
SQlab and Boards and More Gourp: Recent history
The SQlab brand was sold to the Boards and More Group three years ago by the previous Managing Director, Tobias Hild.
Hild stepped down from operational management on January 1, 2025, and continues to support the company in an advisory capacity.
As part of the integration, a new bike division was created within the Boards and More Group, combining SQlab and ION Bike. By merging the departments, resources are pooled to optimally position both brands with a stronger market focus and a further optimised workforce.
Management and new structures in the Bike Division
The Boards and More Group will continue to be managed by CEO Till Eberle. The new Bike Division, consisting of SQlab and ION Bike, will be managed by Tom Latein and Mitch Schlecht.
The individual departments now also work across brands:
- GER Sales: Managed by André Baltes
- Int. Sales: Managed by Andreas Schmid
- Marketing: Managed by Volker Hansen and Sarah Seckler
To meet the growing requirements and the common strategic direction, new positions have to be filled in all departments.
Increased efficiency through centralised logistics
In addition to the structural changes, SQlab’s warehouse has also been relocated and is now integrated into the Boards and More Group’s central warehouse in Molln, Austria. This measure optimises internal processes and ensures smoother logistics within the Group.
Continuity for retailers and distributors
Despite the structural changes, the proven overall concept of the brands remains untouched. The contacts for retailers and distributors remain unchanged and will continue to be available as reliable partners.
The integration aims to strengthen the performance and brand identity of SQlab and ION Bike. Accordingly, the German sales team under the leadership of André Baltes (head of sales) will be strengthened by Nicole Macke in the office and Jens Uhlig in the field.
For German dealers, the contact persons in the team remain unchanged. Andreas Schmid continues to be responsible as lead for the development of international business. Nina Gerhard will be the lead for all regional marketing and communication efforts from HQ, with support from Jente Ovart.
With these developments, the Boards and More Group is setting the course for an even more successful future in the bike segment and underlining its commitment to positioning the two brands in the market in the best possible way.
