Muc-Off names Sven Mack Chief Strategy Officer

Muc-Off has appointed Sven Mack as Chief Strategy Officer, with the aim of strengthening its global commercial strategy and supporting continued growth across the cycling and powersports markets.

In his new role, Mack will focus on long-term strategic planning, global market development and the continued evolution of Muc-Off’s eCommerce platforms. He joins Muc-Off as the founder of Sports Nut in Germany, one of the company’s first international distribution partners. Mack has worked closely with the brand since 2007 and brings with him 28 years of experience in the cycling and powersports industry.

Following a career with the hostettler group in Switzerland, which began with the strategic acquisition of Sports Nut, Mack went on to hold senior leadership roles across the organisation. Most recently, he served as CEO of all German entities within the hostettler group, overseeing both bike and motorcycle distribution businesses in Europe. His responsibilities included leading operations and strategic direction across both categories, as well as managing the group’s Berlin-based e-commerce hub, Hoco Online.

Mack specialises in brand building, international distribution, digital transformation and commercial strategy, with a strong understanding of premium brands at both trade and retail level.

“Having worked with Muc-Off for almost two decades as one of its distribution partners, I’ve witnessed how the brand has transformed the bike care and lubricant market to become a global leader,” said Mack. “With an entrepreneurial mindset and a passion for building brands, joining the board feels like a natural next step. I’m excited to help shape the next chapter by driving strategic initiatives and supporting Muc-Off’s growth and positioning across cycling and the wider powersports industry.”

Alex Trimnell, CEO of Muc-Off, added: “We’ve worked closely together through Sports Nut and hostettler, which has given Sven a deep understanding of our business, our retail partners and the markets we operate in. He has played a key role in developing Muc-Off’s growth in the DACH region over the past two decades, and his strategic experience across cycling and powersports will be a significant asset as we continue to expand globally.”

Last year, the Muc-Off Performance Lab by Velodrom was launched in the heart of Girona, set up as a hub for high-performance bicycle servicing and precision bike maintenance in the “go-to base for road and gravel riders chasing performance”.