Desiknio, a manufacturer of e-bikes and sister company to Stromer, hired Morten Kristiansen as managing director and Max-Louis Wolff as brand manager.
Kristiansen started in mid-November, based in the Desiknio Headquarters in Granada, Spain, and is responsible for the global brand and business development. Before Desiknio, he held global leadership roles at United Wheels, Allite Material Science and Dorel Sports, among others, working in product development, market expansion and business growth across Europe, the Middle East, Latin America, Asia, and the United States.
Tomi Viiala, co-CEO at Stromer, commented, “We are delighted to welcome Morten to our team. With his broad experience and cycling knowledge we believe he can continue to implement our growth plans. He has the right background to bring Desiknio to the next level with his experience.”
“I have had the privilege of being part of the cycling industry long enough to see the continuous evolution of rider participation and product innovation. I have been fortunate enough to work with brands that appeal to the complete spectrum of consumers, from beginners all the way to avid professionals,” said Kristiansen. “Desiknio is in a unique position within the industry to offer a highly sought-after and premium product with an incredible potential for growth and global expansion. Both Stromer and Desiknio have long been industry leaders and I am excited to be contributing to the development of such an exciting brand.”
Wolff joined the Stromer team on December 1 as the brand manager for Desiknio. His e-bike marketing experience began at Leon Cycle GmbH, responsible for online and print campaigns and performance marketing activities. He was also tasked with establishing a store in Hannover. He was part of the founding team at Legend Ebikes GmbH as marketing manager and procurator. Wolf is expected to focus on defining and implementing a brand strategy for Desiknio, including creating a brand differentiation and strengthening the brand’s image. He works from the Desiknio office in Frankfurt, Germany.
“As the brand manager for Desiknio at Stromer, I am passionately focused on not just representing a brand but telling a story,” said Wolff. “Together, we will redefine the bicycle industry and secure an unmistakable place for Desiknio in the vibrant e-bike market.”
Photo courtesy Desiknio
