Boulder, CO – Factor Bikes is excited to welcome Chris Riekert as its new Marketing Director for the U.S. market. Based out of Boulder, Colorado, Riekert joined the company in June and brings over 15 years of industry experience spanning retail, product marketing, and brand storytelling.
“Chris has done just about everything in bike marketing. He knows the product, the people, and how to make a brand stand out,” said Rob Gitelis, Founder of Factor Bikes. “We’re thrilled to have him leading our U.S. efforts.”
Prior to joining Factor, Riekert served as Creative Director for Mike’s Bikes, part of PON Holdings’ retail group. He previously spent nearly a decade at Specialized, where he helped bring bikes like the Tarmac, Venge, and Diverge to market and contributed to projects including Red Hook Crit and the brand’s collaboration with Legion of LA. He’s also worked with cycling start-ups and co-created video content with Jeff Linder of NorCal Cycling.
At Factor, Riekert will focus on elevating the brand’s premium positioning in retail spaces, building an events and demo program to bring the brand to life in person, and sharpening Factor’s sports marketing and media strategy. His role includes aligning regional priorities with global initiatives and working closely with dealers, athletes, and ambassadors.
“I’ve admired Factor for a long time. It’s a brand that stands, uncompromisingly, for performance,” said Riekert. “I’m looking forward to helping more riders experience that firsthand, whether that’s through a shop visit, a demo ride, or a conversation at an event.”
About Factor Bikes
Factor Bikes is a performance-driven cycling brand known for its uncompromising approach to engineering, design, and innovation. Originally born from advanced motorsport and aerospace technology, Factor creates premium road, gravel, and triathlon bikes for riders who demand the highest level of performance. With in-house production capabilities and partnerships with top-tier athletes and teams, Factor is committed to pushing the boundaries of speed, fit, and efficiency on the race course and beyond.
To learn more, visit www.factorbikes.com.
