Trek names Schmiedel as new VP of European business

Trek Bicycle has announced that it will be promoting European sales director Harald Schmiedel to vice president of European business.

Previously, Schmiedel had been the country manager for the German, Austrian, and Swiss markets, a role that he has held since 2006.

He takes over from longtime European business vice president Malcolm Davies, who will retire at the end of year. Davies will oversee European retail through the remainder of 2019.

“I am very much looking forward to this new challenge and would like to thank Malcolm for his years of guidance and mentorship,” said Schmiedel. “I believe that our success relies upon a strong relationship with our retailers and will continue to work toward their success in my new role.”

“Malcolm has done an unbelievable job for Trek and deserves a lot of credit for our success in Europe,” said Trek president John Burke. “While we’re sad to see him retire, I have all of the confidence in the world that Harald will continue to build upon that foundation and be a great leader for our European team.”

Schmiedel has been with Trek since 2003 when he became the country manager for Germany after the company’s acquisition of the Villiger and Diamant brands.

While he will manage Trek’s European business from the company’s Zurich office where he is currently located, many headquarter functions will remain in the UK office in Milton Keynes.