Reynolds Cycling, manufacturer of high-performance race wheels for mountain and road bikes and pioneer in carbon fiber and aero technology, has promoted Travis Erwin to the newly created position of European general manager.
Erwin moves into this role from global sales development manager and will focus on market assessment, strategy execution and global brand positioning in the European market. Reynolds has identified Europe as a key market to focus on for growth and the investment in Erwin reflects a commitment to advancing the brand position in the market.
“I’m honored to lead the initiative as the Reynolds brand continues to expand and navigate the complex yet vital European market,” said Erwin. “Cycling obviously has a very long and rich history across the pond, and Europe continues to be a key market in our sport. I look forward to the opportunity to strengthen our presence there as a brand with existing retail partners as well as increasing distributorship as part of our global sales strategy.”
A new national sales manager has been chosen to fill Erwin’s domestic role as he steps up, and will be introduced prior to Interbike.
“Already familiar with the challenges and opportunities as an outside sales representative, this innovative leader will provide the necessary focus and attention our domestic sales force require to support the Reynolds brand in the ultra-competitive U.S. aftermarket,” said Erwin.
Reynolds has also added Michael Serrano to the inside sales team. Serrano will work alongside the very capable Tom Gosselin assisting with proactive sales and order facilitation.
Erwin brings more than a decade of bicycle industry experience to the role of European GM, having been in his current position with Reynolds since 2013. In this position, Erwin has been instrumental in growing the U.S. IBD market for Reynolds. He has also been instrumental in setting marketing and promotion strategies in the U.S. as well as being responsible for managing several key international distributors. Prior to Reynolds, Erwin was a regional sales specialist at Pivot Cycles/BH Bikes and began his career in retail bike shops.
Reynolds Cycling engineers and manufactures carbon composite and alloy bicycle wheels sold in more than 48 countries worldwide. A pioneer in composite design, Reynolds brought the first all-carbon fork to market. Two decades later, Reynolds Cycling remains committed to making the best, lightest and fastest wheels available. through its own state-of-the-art engineering and testing studio and manufacturing facility.
