The mission of UpShift Sports Consulting is to help ambitious sporting or utilitarian brands scale themselves; To share experience, methods and motivation to get to their goals. To help clients face the challenges of international growth, product development and management, business process improvement, sales, branding and marketing, all to achieve their full potential.
Finalized project. I managed Niner bikes' European sales, marketing, HRM, and operations. I achieved 150+ press appearances a year, while scaling sales, warehousing and staff. The crew I led achieved a >600% €CAGR with order values peaking at € 1M a month while maintaining healthy margins.
Finalized project. GM/VP of Eddy Merckx Cycles USA business unit. I transitioned the brand from a consumer-direct EU to USA drop-ship model to a multi-channel, FCL import, domestic stocking model with 3FT staff and rep salesforce of 10. We achieved a 380% $CAGR despite the B2C to B2B unit value reduction inherent to the project.
Current project. Business development and OEM relationship management for Gates and Bosch eBike product lines distributed by Universal Transmissions in the EU. I launched and manage aftersales operations for France and Spain for Gates cycling products.
Current project. Export business development and marketing work for the Innovative Dutch cycling accessory brand, known for their integrated out-front mount and bike bell.
Current project. UpShift Sports holds exclusive representation of Lintaman shoes in the European Union, Switzerland and the UK.
Finalized project. Strategic marketing, Press Relations, Product strategy, and Events.
Finalized project. European Area Management, helping Boyd expand its B2B and B2C business model into the European marketplace. I achieved several high-quality media placements for the brand in Video, editorial and test features, with no budget beyond test product itself.
Finalized project, in which I re-branded Velocomp, while developing B2C, B2B + OEM markets. My media relations generated notable global press exposure valued in hundreds of thousands of dollars.
I have been lucky enough to have forged a professional path spanning a broad scope of roles (engineering, operations, sales, marketing, general management, consulting) in 5 countries and in 4 languages.
The Netherlands based UpShift Sports Consulting is my vehicle for helping others get ahead. I currently have room for more clients and would be eager to hear from brands with a big vision.
How can I help you grow, differentiate, manage or accelerate your brand?
Spending my early years riding BMX bikes in Australia and growing a keen interest in Mountainbiking in my early teens in France, I cut my teeth in the cycling industry in a very concrete manner. I jumped into the deep end; starting my own bike building project - from cutting the frame tubes, to building the wheels, just after moving to The Netherlands in my mid teens.
I worked in Dutch bike shops, as an assistant to a French bike distributor and finally, as a USA West Coast Sales Rep as I studied Management and Mechanical Engineering, confirming the sports bug.
I then launched my professional career as an engineer and product manager at a small Dutch bike manufacturer, Optima Cycles. During that period I was lucky enough to put a number of designs into production and do operations work, also helping to implement the first Asian supply chain items.
From there I transitioned to sales and marketing while living in Spain, playing a key part in the globalization of ROTOR Bike Components. I added and equipped global distributors and OEM customers, helped create marketing content and drove growth any way possible. I even got in on other fun stuff like helping as liason to professional racing teams.
Most recently I have worked for a few years in the USA; based in both Boulder, CO setting up my first Subsidiary as ROTOR's U.S. Brand Manager. I then moved to New York, where I grew into General Management as VP of Eddy Merckx Cycles USA. For the last 3 years I have been operating of 2 primary locations; Arnhem in the Netherlands and Nice, France.
I am currently accepting new clients, and I am glad to meet in person. Drop me a line via the contact form to the left, or by meeting me at one of the events I'll be attending (see calendar, below).
Velp, Gelderland, Netherlands
I've moved around quite a bit, so am happy to communicate with you in the language you prefer.
Feel free to contact me in English, Nederlands, Français, & Español.
You can also write in German as long as you are OK with a response in English.
Business development implies sell in, but the key to sustainable and self driving growth is to ensure sell out. That requires a strong customer relationship. With that done, finding a marketing message true to your core values but adapted for the region, is key.
Scaling growth requires a handle on the array of tools at a brand's disposition. Manufacturing capacities influence marketing choices. Market situations influence choices about R&D. Dealer locations impact forecasting decisions. A multidisciplinary approach is key to success.
Succesful fan engagement requires more than just adverts. I can help get you grassroots credible exposure. This €1900 Niner trail sponsorship and press release gave over 150'000 short-term exposures in print, digital, and video media channels; with lasting trail branding credibility.
Every project requires a plan, and those are a challenge to make when a product or brand is new. I can help with forecasting tools, information, and experience. I have accurately forecast through short term 600%+ and long term 200% CAGR growth with 400+ product codes.
Placing your product in the hands of the right publications for review in each country is important when the goal is long term, credible growth. I can help you achieve editorial column inches while executing your operations and commercial plans, in parallel.
Engaging customers where they are physically or digitally is key to making your product familiar. Recognition of your brand leads to a realization of your solutions, giving a pathway to research and finally, a consumer purchasing decision.
Allow me to help you reach key partners; in media, retail, operations, distribution, racing, and more, with a relevant message - to engage their strengths and voices in your growth project.
Trade shows are critical for branding exposure but can quickly inflate to a considerable percentage of your budget. This $6000 stand with 4m high alu structure, LED lighting, wood bike display blocks and printed graphics achieved high impact at low expense.
Consumer direct, classic retail sales, and blended strategies require different approaches, investments and focus. Which is best for your product? I have worked in both environments, and in the grey space in between.
Knowing the industries individual communication channels and the people behind them, helps you build a coherent and relevant story - that gets passed on.
The core content of a message needs to be simple for designers to make something of it. This table was a huge relief to customers struggling with bike compatibility issues. Thanks to Morato + Infinito for the graphic design.
In a marketplace with so many competing messages, finding your core, unique message is key to chiselling out a brand territory. Allow me to help you find yours.
Explaining why a technology is relevant to your users clearly is important. Finding impactful ways to simply show the benefits of a product is key. Graphic design direction by Groupe Sportif pty. ltd.
Consumers don't like to read instructions, so products need to be as self explanatory as possible. Especially when technology is new or distruptive, it is easy to fall into the trap of thinking your smartner product will prove itself. Let me help you achieve stable growth.
At stage one, your brand is what you tell the market it is. At stage two, having done stage 1 right will let the market confirm that. Help me align your stage 1 to your brand, vision, and capabilities so that when consumers are the ones defining your brand image, it remains the same.
Dont run astray thinking size is key. A well executed, smaller presence leaves a deeper, lasting impact.
Not all messages should go to the same channels, to the same individuals, or recieve an equal budget. How do you decide?
With a background in engineering and product management, I know how key it is to prepare products for market. Focusing only on product or only on marketing, rareley gets a brand ahead.
The section below includes a few snapshots of previous work and projects I executed alone or in groups (I dont pretend to know how to do everything, but can engage the people who do, in your project).
As you will see I have singled out promotional work. With business process content being harder to present and more sensitive in nature, I have reserved that type of content for face to face meetings.
Lintaman Conform insoles now shipping! We're accepting dealer applications//
Les semelles Lintaman Conform sont maintenant expédiées! Nous acceptons les candidatures des détaillants. //
¡Ya se envían las plantillas Lintaman Conform! Aceptamos solicitudes de minoristas.//
Lintaman Conform Einlegesohlen jetzt lieferbar! Wir akzeptieren Händleranmeldungen//