Finnish bicycle manufacturer Pelago has appointed Mika Sarimo as chief executive officer. Sarimo previously held leadership positions at Nokia and was most recently at HMD Global, overseeing marketing and regional operations across EMEA and other international markets.
“After many years in large organizations, I was drawn to Pelago’s clarity of purpose,” said Sarimo. “There is a direct connection between product, brand, and user that is increasingly rare.”
Under Sarimo’s leadership, Pelago aims to strengthen its position in key international markets while maintaining its design-led approach. The company sees continued opportunity in both traditional bicycles and eBikes, with a focus on integrated systems.
“Technology plays an important role,” Sarimo said. “But it should remain in the background. The goal is not to change what a bicycle is, but to support what makes it work.”
Helsinki-based Pelago, founded in 2009, makes minimalist urban bicycles, commuter bikes, touring models, and electric bikes, along with a wide range of cycling accessories like racks and baskets. Its core markets are Northern Europe (including its home market in Finland and the other Nordic countries) and Central Europe (with a major distribution hub in Germany).
Image courtesy Pelago
