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Specialized names Armin Landgraf CEO

Published May 15, 2024
Former CEO Scott Maguire to lead the brand's new innovation and technology division.

MORGAN HILL, Calif. (BRAIN) — Specialized has made another change at the top, naming former Pon.Bike and Canyon Bicycle chief Armin Landgraf its new CEO replacing Scott Maguire, who will lead the brand's new innovation and technology division.

Landgraf came to Specialized in 2022 as its chief of Worldwide Markets. He was Pon.Bike CEO from 2015-2019 and Canyon Bicycle CEO from 2019-2021. He reported to Maguire, who was named CEO by Specialized founder Mike Sinyard also in 2022. Sinyard's current role is chairman and chief rider advocate.

"Scott has been instrumental in steering Specialized through challenging times whilst launching incredible products to maintain the strong position we have today," Specialized said in an emailed statement to BRAIN. "With this new appointment, Scott will lead this newly formed innovation group, focusing on electrification. Scott will lead this group as CEO and utilize his deep expertise and his unique talent for innovation."

Landgraf and Maguire will serve on the company's board. Before coming to Specialized, Maguire was at Dyson for 18 years in various leadership positions including SVP of engineering and operations, culminating in his role as chief operating officer.

"The team is excited for the leadership Scott and Armin will bring in their new roles as we continue our transformation," Specialized said. "Our mission to Pedal the Planet Forward requires Specialized to be a strong and thriving business, inspiring the world to ride through innovation. We're more confident than ever of our future and what we bring to the world."

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