Pelago names new CEO to drive international growth

Finnish bicycle manufacturer Pelago has appointed Mika Sarimo as Chief Executive Officer.

The company stated that it aims to strengthen its position in key international markets while maintaining its design-led approach under Sarimo’s leadership. It also sees continued opportunity in both traditional bicycles and eBikes, with a focus on integrated systems that support, rather than redefine, the riding experience.

Pelago added that the appointment marks a shift from large-scale global corporations to a design-driven, independent bicycle company. Sarimo joins the company at a time of significant change in the bicycle industry. The rapid growth of eBikes and new mobility solutions has expanded the category, but has also increased complexity and differentiation based on components and specifications.

“After many years in large organisations, I was drawn to Pelago’s clarity of purpose,” said Sarimo. “There is a direct connection between product, brand and user that is increasingly rare.”

With a background spanning global consumer brands and international markets, Sarimo brings extensive experience in brand development, communications and commercial strategy. He joins from HMD Global, where he held senior leadership roles in marketing and regional business management. Sarimo was also a key figure at Nokia, overseeing marketing and regional operations across EMEA and other international markets.

“Technology plays an important role, but it should remain in the background. The goal is not to change what a bicycle is, but to support what makes it work,” Sarimo added.