Tern expands European leadership team with GM appointment
Tern has appointed Hanna Grau as General Manager of Tern ZE, Tern’s Central European distribution company based in Cologne, Germany.
In her new position, Grau will lead Tern’s distribution, service and dealer support operations across key European markets, including Germany, Austria and the Benelux countries, with a focus on strengthening support for Tern dealers and riders in the region.
She will also focus on improving supply reliability, enabling faster shipping, growing consumer demand and ensuring responsive support for dealers. In the long term, Grau will be tasked with strengthening product availability across global supply networks through a “structured approach”.
“At Tern, I’ve found an opportunity that genuinely motivates me,” said Grau. “My focus is on building reliable structures and reinforcing trust through consistency. When processes are clear and expectations are aligned, collaboration becomes straightforward and constructive. That’s the environment I want to foster at Tern ZE.”
Grau brings close to a decade of experience in the cycling industry. She joined Croozer GmbH in 2016, a company focused on sustainable, family-oriented mobility, and steadily took on greater responsibilities, ultimately serving as Managing Director. In that role, she led the organisation through periods of growth and challenging market conditions, shaping strategy while strengthening internal structures and processes.
She has also served on the Federal Executive Board of the Allgemeiner Deutscher Fahrrad-Club (ADFC), contributing the industry’s perspective to national discussions on cycling and sustainable mobility in Germany.
“She’s an empathetic and progressive leader and has years of experience growing a dynamic company in the mobility space. That experience is exactly what we want guiding Tern ZE as we continue to grow and support our dealer network and riders in Europe,” said Josh Hon, Team Captain at Tern.
In addition to Grau’s appointment, Tern ZE is expanding its local team to further strengthen dealer support and operational reliability across the region. Michael Baumann has joined Tern ZE in Technical Service. With a focus on product support, service coordination and dealer assistance, he will help ensure that technical inquiries are handled efficiently. Oliver Betten has joined the team in Credit Controlling, strengthening financial processes and supporting smooth commercial operations with dealers and partners across the region.
