Context

Van Rysel was launching in the U.S. as a new entrant in a brand-loyal, specialty-led cycling market. The positioning challenge was clear: establish Van Rysel as high-performance road and gravel bikes without premium price points, and earn early trust with independent bike dealers.

Approach

I led a team to deliver the U.S. launch in a scrappy, startup environment, focusing first on credibility with independent bike dealers and core riders. We anchored the story in proven performance by leveraging global assets, including the Decathlon AG2R WorldTour team. The brand debuted at the Sea Otter Classic with hands-on demos for riders, dealers, and media, supported by targeted advertising and editorial across endemic outlets including Bicycle Retailer, Cycling News, Cycling Weekly, and the Outside Interactive Network. In parallel, I led the wholesale marketing strategy, expanding IBD distribution while securing a national partnership with REI that introduced Van Rysel through select stores, REI.com, and a click-and-collect model designed to support both consumers and local bike shops.

Results

The launch achieved 34 percent U.S. brand awareness and exceeded independent bike dealer distribution goals by 20 percent. We secured a national wholesale partnership with REI, with the joint launch plan exceeding sell-through KPIs and establishing a strong foundation for future growth.

Learnings

New performance brands win in specialty markets by proving credibility early through product experience, trusted performance signals, and aligned distribution.