Trek Bikes appoints Harald Schmiedel new Europe VP, Malcolm Davies retires

Trek Bikes has announced the appointment of Harald Schmiedel to the role of Vice President of European Business.

Promoted from his current Sales Director position, Schmiedel takes the position on from Malcolm Davies, who will oversee European retail up until the close of the year prior to retiring.

“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 Bikes 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.

Over at headquarters in the U.S.A., CEO john Burke recently scooped an award for equality in business from the Women in Sports Foundation.