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Veteran Trek executive Roger Gierhart named Vice President of Ascend

Published August 11, 2022

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Veteran Trek executive Roger Gierhart named Vice President of Ascend

[Waterloo, WI] — Trek Bicycle announced that longtime executive Roger Gierhart will take the helm as Vice President of Ascend.

Ascend, which was purchased by Trek in the early 2000s, is an all-in-one retail management software system that helps retailers increase profits by providing the insight to manage their inventory, sales, and customer data.

Gierhart has been a part of Trek's executive team since 2004 and has played a key role in supporting the business' marketing, distribution, logistics, and forecasting efforts.

Trek sees Gierhart's appointment as a further investment in the future health of global bike retail.

"I'm thrilled to be part of such an exciting time for Ascend," said Gierhart. "We've doubled the size of our development team and are hiring some of the best and brightest in the industry. We now have resources to address the pain points commonly experienced by retailers. In addition, we have identified 95 high-impact projects which will provide even greater functionality to bicycle retailers."

Under Gierhart's leadership, Ascend will serve as a unified commerce platform, seamlessly integrating with B2C, B2B, finance, marketing, and other tools to grow the business of bike retail.

Retailers interested in leveraging Ascend to build a better business can explore the tool and schedule a demo at

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