SRAM Opens New European HQ
It’s only a few miles from the ‘old’ office, but what a difference. SRAM Europe’s move – from a very ordinary building, where its staff were scattered over various floors, to a new, modern headquarters, is proving
NIJKERK, the Netherlands – It’s only a few miles from the ‘old’ office, but what a difference. SRAM Europe’s move – from a very ordinary building, where its staff were scattered over various floors, to a new, modern headquarters, is proving to be a great fit for the evolving needs of this leading supplier of bike components.
After being for about 15 years in Amersfoort, SRAM Europe outgrew its old office. Moving to a new location was also spurred by the need to have the right facility to run a properly equipped dealer service center fitting the goals SRAM has set for itself with its ‘Dealer Service Direct’ program.
That program was started in 2008 in Germany and began in the Benelux countries last year. SRAM is implementing this program in two phases. The first is targeted to service and warranty support, by offering dealers the option of going directly to SRAM for such matters, instead of turning to their local distributor. This was already started last year.
In the new HQ service and warranty support is handled by two mechanics operating in a state-of-the-art workshop. They have all their spare parts close at hand, as there is a small stock-room right around the corner. The two mechanics can be reached at a free 0800 phone number to handle direct dealer contacts on warranty and service cases for all SRAM’s products. By the way, all SRAM distributors also continue to offer service and warranty. The component maker leaves it to the retailer to decide whom to call, SRAM directly or their local official distributor.”
SRAM’s second phase of the Dealer Service Direct program is now being addressed in the new European HQ in Nijkerk. Here an ultra-modern technical training facility is at hand. It has a completely fitted workshop for training 12 mechanics at a time. These trainings are supported by LCD screens for showing technical documents or video’s on all the SRAM products. Next to this ‘classroom’ there are presentation rooms, a lunch room and a showroom.
SRAM’s new HQ for Europe is located in Nijkerk, in the heart of the Netherlands. The entire ground floor is dedicated to dealer support. The other 2 floors (including the basement) house the sales, marketing, finance, HR, IT and management personnel, as well as a storage facility for keeping a small inventory of parts and samples. 30 people (excluding temps) are working at SRAM’s European headquarter.