Spanish bike brand Mondraker Bicycles reported it will open its new North American headquarters in Boulder, CO, this month, staffed by customer service, technical service, marketing and sales management.
“The USA has always been right there at the top of our bucket list with a big red circle drawn around it. We just had to wait for the right moment,” said Mondraker CEO Miguel Pina. “We’ve always considered that the identity of Mondraker as a brand really fits with the likes and demands of the American market, and after a short period of working through distributors, we came to the conclusion that strategically, it made more sense to open a base in the USA and develop the true potential of our brand in the same country that invented the mountain bike.”
Mondraker said the brand is known for “leading the evolution of frame geometry and design of high-performance mountain bikes.”
Mondraker’s U.S. team will led by long-time bike and triathlon industry vet Chris Bogue as general manager, with extensive experience supporting premium brands and specialty retail.
The U.S. team also includes
- Eric Richter, marketing director;
- Michael Kowalski, senior manager, customer service and sales operations; and
- Shane Hensley, manager, technical service.
The company said it would add additional staff in the Boulder office “as Mondraker works toward a formal grand opening event timed for Spring 2024.”
“I’m really excited with the opportunity we have to bring Mondraker into the U.S. market and to establish our team in Boulder right at the foot of the Rockies,” said Bogue. “This location will be our hub for the brand and allow us to share the unique magic of Mondraker bikes with riders and retailers from all over the country.”
Mondraker aims for representation in independent dealers across the U.S. and Canada, with support from independent sales agencies serving dealers in each region.
Image courtesy Mondraker
