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Bruno Maier named president and COO of United Wheels

Published May 19, 2022
Claude Jordan retiring as CEO of the parent company of Huffy, Niner, Batch, VAAST and Royce Union.

DAYTON, Ohio (BRAIN) — Bruno Maier has been appointed president and COO of United Wheels Inc., the parent company of Huffy, Niner, Batch, VAAST and Royce Union. Claude Jordan, who has been CEO for four years, is retiring and will remain as a senior advisor during the transition. 

UWI's chairman, Bailey Liu, said, “It is with a mix of sadness and gratitude that I am announcing Claude Jordan’s retirement as president and Chief Executive Officer of United Wheels. We wish Claude the best in his retirement, as he looks forward to spending more time with his family.” 

Liu added, “Since 2018, Claude has played a critical role in the growth and success of the organization which includes back-to-back record sales years in 2020 and 2021. We thank him for his leadership and significant accomplishments.”  

“In his new role, Bruno Maier will be responsible for the entire wheeled business in North and South America, Europe and Australia,” Liu added. “Bruno started his career at Huffy 30 years ago, and his passion for the cycling industry and all our brands runs deep. He brings a wealth of experience from previous leadership roles at Pacific Cycle, Cycling Sports Group, PeopleforBikes, and Urban Rover, and we are excited to have him lead the team.” 

Jordan said, "It has been an honor to serve as CEO of United Wheels. I want to offer my sincere thanks to our employees whose hard work and dedication have allowed us to achieve record sales while launching multiple initiatives all while navigating the challenges with Covid. I also want to thank our board of directors for their continued support. I have worked with Bruno for many years and am confident he is the right leader to continue the success of the business. I look forward to working closely with Bruno to ensure a smooth transition."

Maier said, “The United Wheels’ family of brands offers a complete range of wheeled adventure rides for people of all ages. I am eager to see our upstream innovations across all brands delight riders and continue to grow our leadership in the category. I grew up in Dayton, Ohio, so this is my home and hometown brand. As former Huffy CEO and mentor, Bill Smith, once said, I now have the ‘best job in the world.’”  

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