Signed in as:
filler@godaddy.com
Signed in as:
filler@godaddy.com
UpShift helps mobility and sports brands scale and succeed by turning clear strategy into impactful execution.
I support brands at any stage: launching new products, entering fresh markets, resolving challenging product or warranty legacies, or scaling operations to match demand. My work is built on 20+ years of international experience—not theory.
What I deliver:
I work embedded with your team or as an external strategy consultant — bridging internal capability gaps while delivering market traction in parallel.
Why clients choose UpShift:
Trusted by leading brands and featured in top industry publications including Bicycle Retailer (USA), BikeBiz (UK), SAZ Bike (DE), and Cycling Industry News (UK), I bring strategic insight and proven execution to every project. What I build in short-term projects is designed to stand on its own feet—delivering value long after UpShift steps away. In long-term collaborations, I stay accountable for results and ensure ongoing momentum. Every engagement is rooted in real market dynamics: avoiding costly missteps, building resilient systems, and enabling sustainable, scalable growth from the inside out.
I offer broad organizational, strategic, operations, sales, business planning, branding, and marketing advice for organizations wanting to scale their growth. I operate in either consulting, contracting or business leadership positions. How can I help your brand shift gears and get ahead?
Finalized contract 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 contracting project via Universal Transmissions. Country manager France & Spain. Focusing on Business Development, OEM sales, Aftermarket sales and Aftersales service management for Gates, while supporting efforts in the Benelux and other geographies as required.
Additional Bosch eBike EU business development for small OE customers, which is handled by Universal Transmissions.
Finalized contract 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 into the EU + UK, while maintaining healthy margins.
I also asssited with Forecasing & GTM strategy on additional United Wheels brands.
Working with Universal transmissions to set up and serve small OEM customers in European and UK marketplaces.
This work involves engineering assistance, events and product team guidance.
Finalized consulting project. Organisational troubleshooting to boost the export sales division. Project finalised with an organisational re-design: A sprint business transformation with the creation of a new customer-centric HQ-based workgroup to ensure export success. I led the analysis, troubleshooting and project design process, integrating input from key stakeholders we identified during the process to ensure ownership and project continuity.
Finalized interim management project. I set plans in place for a brand turnaround. Tasks involved organizational redesign & staff acquisition, P/M studies & product line rationalizations, Holding/subsidiary communication planning & cultural bridging, Margin & profitability analysis, strategic marketing planning, 3PL operations troubleshooting and management, 5 year vision casting with sales forecasting, and brand proposition redesign.
Ongoing contracting role. I work with the Enviolo education team to provide dealer sales and aftersales training for Enviolo in Benelux and France; merging training with Gates Carbon Drive. I co-authored training materials and streamlined content to ensure multiple teams could stay on schedule during busy training days. 500+ accounts reached.
Alongside this, I have managed high impact media meetings for Enviolo.
Finalized project. I worked for 18 months in a contractor role, establishing export business in Europe, North America and Asia. I also attained notable global press exposure during marketing work for this innovative out-front mount and bike bell brand. In extension I offer strategy, marketing and product support as a consultant.
I have led rework projects with up to 10 crewmembers executing multiple in-market product upgrade and QC checks of 100k + products. In these projects, I either designed tooling and workflows or executed with guidance provided. Work involved tasks such as substituting components, replacing motherboards, and checking the dimensions of products.
Finalized contracting & Consulting project. Strategic marketing, Press Relations, Product strategy, and Events. Rationalization of overcrowded product line and repositioning to ensure optimal P/M alignment. Generation of many column inches of media exposure.
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’m a cross-functional executive with two decades of experience leading product, brand, and business development across EU/EMEA, APAC, LATAM, and NA. Through UpShift, I help companies accelerate growth — across strategy, operations, sales, marketing, and leadership. My expertise spans new brand and technology launches, international expansion, and complex turnarounds. I’ve built trusted sales and distribution networks, guided brands into new regions, and helped outsiders succeed in insular or highly competitive markets. Whether launching from day one or breaking through deadlocks, I deliver traction where it matters most.
Fluent in four languages and having lived in five countries, I’ve helped brands globalize, build demand, reorganize, and scale with clarity. I’m a published contributor to Bicycle Retailer (USA), BikeBiz (UK), SAZ Bike (DE), and Cycling Industry News (UK), showing that respected industry voices value my insight. I’m currently completing an Executive MBA to further strengthen my ability to guide startups and complex organizations through transformation.
My career began as a hobby and curiosity; cutting tubes, welding frames, building wheels and assembling bikes from spokes wheels up at 15. I then moved into shop work, creating a foundation that values mobility consumers and athletes alike, while studying Mechanical Engineering Management. After graduating, I joined a Dutch bike brand as an engineer and product manager, launching models that remained bestsellers for over a decade. I developed modular frame systems with production crews to expand the line and reduce production complexity, and integrated the brand’s first Asian-sourced frame components.
Next, I joined ROTOR in Spain, transforming a Spanish niche brand into a global name. We pioneered the modern oval ring category, turning a ridiculed idea into a credible performance upgrade. That became our strategic launchpad for high-end power meter products and helped drive an 8-year CAGR of 58%. I drove entry into over 40 marketplaces, reached global OEMs, and helped grow a team constrained only by our in-house manufacturing limits.
Later, I took on full business unit leadership. I established ROTOR's USA subsidiary in Boulder, CO and then led Eddy Merckx Cycles USA in NY — delivering a 380% CAGR while executing a pivot from B2C to B2B, first via 3PL, then by establishing our own warehouse I built and managed a tight small team with 10 reps. In the U.S., sales performance depends on service and trust at a level beyond what EU brands envisage or understand — so we earned it.
Today, I split my time between Arnhem (NL) and Nice (FR), helping brands move from ambition to acceleration — grounded in the real-world experience of everyday cycling, and sharpened by a performance and power trianing mindset across road, gravel, XC, and AM disciplines.
One recent example: a 2-year turnaround for Niner Bikes Europe. I led the EU project as a consultant, growing monthly orders from ~€50K/year to over €1M/month—a 600% CAGR. But the work went deeper than numbers. We rebuilt trust after years of damaged relationships, earning renewed confidence from distributors and retailers. I built a hybrid network across 20+ countries—combining online partners, regional distributors, and rep teams I recruited and led. I managed 3PL execution and delivered hundreds of media exposures to ensure visibility and credibility. The result: restored market belief in the brand.
I recently played a key role in expanding Gates Carbon Drive in France and Spain, collaborating with the Universal Transmissions team. We focused equally on OEM placement and aftermarket trust—securing flagship spec at top brands, and training hundreds of shops to support demand. Through trade events and education, we built a strong, lasting network. Gates is now spec’d by all major French and Spanish OEMs, backed by hundreds of retail and service points. That confidence came from more than the product—it came from my personal support and follow-through.
Markets don’t just follow a good product—they follow the people behind it. Let’s talk about how I can help you earn that trust, and convert it into results.
Retailers often mismatch e-bike drivetrain choices with real-world user needs, prioritizing performance over reliability. Phillip Lucas argues that mobility customers—like car drivers—need durable, low-maintenance hub gears, not derailleur systems. Aligning product guidance with practical use will grow the cycling market, improve satisfaction, and shift mobility culture at scale.
The U.S.-China trade war is creating global ripple effects, hitting the European bicycle industry with volatility, redirected stock, and falling confidence. EU brands face reduced exports, market saturation, and stalled innovation. Strategic agility is now essential, as supply chains shift, credit tightens, and uncertainty delays both recovery and future product development.
In this interview with Wernber from SAZ bike's B2B publication, we discussed how The U.S.-China trade war is creating global ripple effects, hitting the European bicycle industry with volatility. Strategic agility is now essential, as supply chains shift, credit tightens, and uncertainty delays both recovery and future product development.
This editorial analysed the European cycling industry's 2022 data, highlighting regional variations in sales, production, and consumer behavior. He emphasizes the importance of understanding local market dynamics and adapting strategies accordingly. Lucas also discusses challenges such as supply chain disruptions and the growing influence of e-bikes on market trends.
Export business development implies sell in, but the real KPI in sustainable and self driving growth is sell-out. To attain global transparency requires strong customer relationships and consistent, trustworthy decision making. I can help finding a message and building behavior true to your core values - to find partners you can build with.
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. Let me offer you a multidisciplinary approach to success.
Successful fan engagement requires more than just adverts. I can help plan your global marketing plan that still involves grassroots crediblity exposure. This €1900 Niner trail sponsorship and press release gave over 200'000 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, at the right time, in the right countries, is important when the goal is long-term, sustainable growth. I have helped partner brands achieve 200+ publications per year; generating these editorial column inches while executing operations and commercial plans, in parallel.
I can help you reach the right key partners; in operations, distribution, retail and more. I have managed and controlled 3rd party logistical partners; developing zero-error stocktake methods, improving dispatch request methodology to reduce picking errors, boosting administration efficiency and minimising order-to-3pl-dispatch times.
Seemingly unimportant decisions made at HQ can have debilitating consequences when an origanisation has not yet grasped the culture, demands and behavior of important export markets. Being well versed in cross-continental business management and aware of culture and market behavior in many countries, I can help guide strategy and decision making with awareness of these risks. Empower your global image and avoid undoing work your own crew has done!
Shows are critical for branding exposure but can quickly inflate in budget, operations complexity and even risk if you build them yourself or execute intercontinental planning. I have managed Eurobike, Taipei, Interbike, Sea Otter, US & EU Press events, TBW, Roc d'Azur and many more events from start to finish. I collaborated in the project management of this repeat use stand, cost ~€22k. Other led-light alu structures with custom made product displays I have delivered came in below $8k.
With a background in engineering and product management, plus product experience in full bikes, componentry, electronics, software and more, I know how to properly prepare products for the market. I have experence in both innovation push, and in existing demand fulfment philosophies, for products. Let me help you bring your product to the marketplace successfully.
Your product might be good, your price might be good, but if you're not aligning it to the latest developments in market categorization, you could be missing out. I have advised on price and identity corrections on multiple product types; resulting in turnover growth without product adaptions.
I have developed multiple product manuals and product collection guides for ranges where consumers and/or retailers struggled to grasp a production functionality and purpose. Also working with graphic designers to make them presentable. 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. I have helped multiple brands clarify their USP's and identity. Once that was done, I then bought that message to the media, industry and public.
I have running small scale OEM purchasing accounts with multiple leading suppliers. This has allowed me to work as a satellite to brands, offering assembly through expert partners and full or partial build kit purchasing to equip these bikes. Included in this was operations planning, box design, and dispatch shipping models included in the global business plan.
Consumers don't like to read instructions, so products need to be as self-explanatory as possible. Especially when technology is new or disruptive. On executing user satisfaction checks I discovered that ROTOR Q-Ring users struggled to identify the subtle setup indications on the product. These orientation marks were amplified ; user satisfaction grew as a result.
I have overseen and executed multiple remote re-work and QC check tasks; from circuit board replacement in toys, to tolerance QC checks and re-approval of bike components at assembly facilities. This work included reporting to client and their customers, as required.
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. I have helped develop display products at multiple budget points, for sales reps, retail marketing, trade shows, and B2B product pitch uses.
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.
I know the industry's individual communication channels and the people behind them, helping you build a coherent and relevant story - that gets passed on.
I have executed and developed full distribution and retail partner training programs globally, focusing on product, sales, techniques, and more.
I have also worked with Retail Marketing paraphernalia; both developing it myself and supporting others in development. Key question: how does it make retailers job selling your products, easier?
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.
Rozendaal, 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.