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Specialized hires former Pon and Canyon executive as Chief of Worldwide Markets

Published May 4, 2022

MORGAN HILL, Calif. (BRAIN) — Specialized has appointed Armin Landgraf as its Chief of Worldwide Markets, effective May 1.

Landgraf is the former CEO of Pon.Bike (from 2015 to 2019) and of Canyon Bicycle (from 2019 to 2021). Landgraf will report to Scott Maguire, Specialized's new CEO.

The company said Landgraft "will be responsible for driving excellence and innovation in rider and retailer engagement to create a modern ecosystem that amplifies benefits to riders, retailers, and the brand."

"When Mike (Sinyard, Specialized founder and chairman) and I first met, we rode together and shared ideas about the tremendous opportunities ahead for riders, retailers, and Specialized," said Landgraf. "I felt inspired as we discovered our shared passion and aligned vision for creating a robust ecosystem where retailers and Specialized combine forces in modern ways to serve riders where, how, and when they want."

"I have led brands with no online business, and I have led a brand with virtually no physical retail network," he added. "Each on their own has vulnerabilities, but an organization that incorporates both brings much more benefit for riders, retail partners and manufacturers alike."

Mike Sinyard said, "Armin knows how to lead us to the future of commerce and rider experience that benefits riders, retailers, and Specialized. His passion for partnering with retailers will be key to drive rider satisfaction; teamwork with our retail partners is a prerequisite to co-creating the bright future we will share. Our relationship with retail partners has been the cornerstone of our business model for nearly fifty years and that will not change.

"I also know that we have let riders and retailers down with our lack of supply. This has been difficult for our retailers, and I know we must do better to deliver the products our riders and retailers need and want. We will continue to invest heavily to drive traffic to aligned retailers with programs like Find Nearby, and we are committed to remaining the most demanded and highly profitable brand for our retail partners through leading product, focused distribution, and best-in-class service."

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