Vista, CA - Continuing to add to its senior management team, HARO Bikes recently welcomed aboard its new Global Chief Commercial Officer, Lars Hjort. He will oversee HARO’s global sales initiatives, expand its international distribution network, and lead an evolution of the brand focused on delivering to IBDs not only family-friendly, price point-based models, but a wide range of cutting-edge, flagship products spanning key MTB, road, gravel, and eBike categories.
“Lars is responsible for developing and executing our commercial strategy, overseeing all sales functions, and driving our revenue growth and customer satisfaction,” commented HARO’s Global CEO Bjarke Rasmussen. “Lars is a seasoned sales and marketing executive who has decades of experience in the industry. As well as managing his own businesses, he has held various leadership positions in different regions and markets and has successfully led and grown several brands, including Specialized, Felt and Marin. We are thrilled to have him on board.”
“This is an exciting time to join the strong and experienced HARO team,” commented Hjort. “While we have always enjoyed a leadership position in competitive cycling, I’m excited to see the brand moving further into new categories and price points that will make us even more relevant to independent bicycle dealers. We will thrive in creating innovative, state-of-the-art bikes that carry the original spirit of the HARO brand to all bike categories. That new bike magic is something we all believe in; we’re excited to share our stoke with the world.”
HARO will debut its new modern hardtail mountain bike series, the Saguaro, at the CABDA West show in Ontario, California in January. HARO will also exhibit and meet with dealers at the CABDA shows in Chicago and New Jersey and preview a full range of road, gravel, full-suspension MTB, and e-MTB models launching later this year.
“Customers already know that HARO is second to none in service and follow up,” said Hjort. “Going forward, we will be strengthening this, as well as our relationships with our IBD partners even further. It is absolutely key that we work with the best IBDs in a strong partnership where we commit to each other’s success. We want to be the preferred partner - easy and fun to work with. It shows in our new sales program - simple to understand, no big thresholds, only strong benefits supporting a healthy business. The future is exciting.”
About HARO Bikes
Known for pioneering the birth of the freestyle movement in the early 80s, HARO Bikes quickly developed into a global presence with storied roots in its competitive cycling DNA. Today HARO embarks on a new journey forward, one focused on cutting-edge development and industry-leading design, producing bikes designed by riders for riders who want something innovative, progressive and a step above. For more information on what the brand’s cookin’, keep an eye on www.harobikes.com.
