SRAM has hired Uwe Reichelt as Europe director of OEM Sales, starting in the role in April. Reichelt fills the position vacated when Robert Priest left SRAM last June.
Reichelt comes from Continental’s Motorcycle division, where he was global head of sales, marketing, product management, and R&D since 2011. The ex pro-basketball player previously held management positions with; Pro Feet, GROFA, CicloSport, WL Gore, Hein Gericke.
The new joiner will direct an experienced OE Sales team with ‘strong cross functional connections’ to SRAM’s Marketing and Product Development teams. He will be based in SRAM’s Development and Training Center in Schweinfurt, Germany.
“I am super excited about the opportunity of working with a skilled and motivated team, selling a fantastic, innovative product portfolio and trying to help growing SRAM’s European OE business,” said Reichelt.
Reichelt will report to John Nedeau, SRAM VP of OE sales. Nedeau added: “SRAM is very excited to bring Uwe aboard. He brings a strong background of management experience in sales, marketing and product development that will be valuable in strengthening relationships and leading our OE selling efforts with bike brands across Europe.”
Beyond his business skills Reichelt brings a lifelong passion for sports, having played professional basketball before his business career.