SRAM has hired Rogier Lenderink to manage its new 'Dealer Excitement Programme' – part of the group's investment in developing and responding to feedback from the frontline.
Rogier has a background in the sports eyewear industry and has worked in the international markets with leading brands. His task will be to develop programs that add additional value for the retailers, based on the feedback gathered from SRAM's Dealer Service Direct locations, of which there are five in Europe.
Robert Priest, EU sales director, said: “Being able to get first hand feedback from the retailers and understand some of the challenges they face has been extremely valuable, it’s helping to shape our thoughts for the future. We are taking some of that feedback and investing in additional programs beyond the DSD service and education. One of those programs will be our Dealer Excitement Programme (DEP)."