Before Factor, Riekert was creative director at Mike’s Bikes, part of PON Holdings’ retail group. He previously spent nearly a decade at Specialized, helping to launch the Tarmac, Venge, and Diverge, and contributing to projects like the Red Hook Crit and the brand’s Legion of LA collaboration. He has also worked with cycling start-ups and co-created video content with Jeff Linder of NorCal Cycling.
At Factor, Riekert will focus on elevating the brand’s positioning in retail spaces, building an events and demo program, and sharpening its sports marketing and media strategy. His role includes aligning regional priorities with global initiatives and working closely with dealers, athletes and ambassadors.
“Chris has done just about everything in bike marketing. He knows the product, the people, and how to make a brand stand out,” said Rob Gitelis, founder of Factor Bikes. “We’re thrilled to have him leading our U.S. efforts.”
“I’ve admired Factor for a long time. It’s a brand that stands, uncompromisingly, for performance,” said Riekert. “I’m looking forward to helping more riders experience that firsthand, whether that’s through a shop visit, a demo ride, or a conversation at an event.”
Images courtesy Factor Bikes/LinkedIn
