Canyon Bicycles appointed Ben Coates as its new U.S. general manager. Previously, he was the president and COO of Revel Bikes.
Coates led Revel Bikes from September 2023 to May 2025 after joining the brand as president and COO in March 2023. He was managing director at POC from February 2018 to January 2023 after working for Trek Bicycle for just over 11 years, including as director of product, road and project one.
The company said in a media release that it expects Coates “to accelerate the rollout of the MyCanyon bike customization program.”
“From top to bottom, Ben knows the bike industry. We are confident that he will further sharpen our U.S. team to have full focus on inspiring new customers, honing our unique identity and driving our future U.S. retail strategy,” said Canyon CEO Nicholas de Ros Wallace.
Coates said, “This is possibly the best time ever for riders in the U.S. to be riding and buying bikes. We’re seeing unprecedented growth in cycling infrastructure, and we’ve never been in a better position to cultivate new riders. I look forward to connecting with and inspiring U.S. riders with a portfolio of innovative products, and using our unique business model to grow Canyon in a sustainable and commercially successful way.”
Coates will be based at Canyon’s U.S. headquarters in Carlsbad, CA.
Images courtesy Canyon Bicycles
