Trek Bicycle, based in Waterloo, WI, announced that longtime executive Roger Gierhart will take the helm as vice president of Ascend, the retail management system that Trek sells to independent retailers.
Ascend, which was purchased by Trek in the early 2000s, is an all-in-one retail management software system that helps retailers increase profits by providing the insight to manage inventory, sales and customer data.
Gierhart has been a part of Trek’s executive team since 2004 and has played a key role in supporting the business’ marketing, distribution, logistics and forecasting efforts.
Trek sees Gierhart’s appointment as a further investment in the future health of global bike retail.
Under Gierhart’s leadership, Ascend will work as a unified commerce platform, integrating with B2C, B2B, finance, marketing, and other tools to grow the business of bike retail.
