Specialized appoint Armin Landgraf as Chief of Worldwide Markets

Specialized Founder, Mike Sinyard, has announced Armin Landgraf as Chief of Worldwide Markets, starting May 1st.

Armin joins Specialized with years of bicycle industry experience from Canyon and Pon.Bike where he held CEO/COO positions. At Specialized he will report to Scott Maguire, CEO, and will be responsible for driving excellence and innovation in rider and retailer engagement to create a modern ecosystem that amplifies benefits to riders, retailers, and the brand.

In addition to deep cycling industry expertise, Armin brings fourteen years of management consulting experience, having worked with several leading premium car brands and their retail networks.

For industry observers this will also be of particular interest, as the cycling industry has seen substantial investment from the auto industry, with that interest most visible in the form of IAA mobility 2021, which sought to connect e-mobility solutions across sectors.

Considering the omnichannel retail approach a number of global bicycle brands are exploring, and reflecting upon his professional experience: “I have led brands with no online business, and I have led a brand with virtually no physical retail network. Each on their own has vulnerabilities, but an organization that incorporates both brings much more benefit for riders, retail partners and manufacturers alike.”

“Specialized is complete and represents the most promising immediate and long-term potential for riders and retail partners. Think about it – we have the strongest bicycle retailer network ever, the most iconic brand in cycling, class-leading product, and extremely high rider demand. We will develop the digital connective tissue to delight riders, drive customers to retailers, and earn the position as the rider’s brand of choice.”

Mike Sinyard said, “Armin knows how to lead us to the future of commerce and rider experience that benefits riders, retailers, and Specialized. His passion for partnering with retailers will be key to drive rider satisfaction; teamwork with our retail partners is a prerequisite to co-creating the bright future we will share.”

“Our relationship with retail partners has been the cornerstone of our business model for nearly fifty years and that will not change. I also know that we have let riders and retailers down with our lack of supply. This has been difficult for our retailers, and I know we must do better to deliver the products our riders and retailers need and want. We will continue to invest heavily to drive traffic to aligned retailers with programs like Find Nearby, and we are committed to remaining the most demanded and highly profitable brand for our retail partners through leading product, focused distribution, and best in class service.”

Photo credit: https://www.iaa.de/en/mobility