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Uwe Reichelt SRAM Europe OEM Sales Director


SCHWEINFURT, Germany – SRAM hired Uwe Reichelt as Europe Director of OEM Sales filling the position vacated when Robert Priest left the company last June. Reichelt comes from Continental’s Motorcycle division, where he was Global Head of Sales, Marketing, Product Management, and R&D.

Uwe Reichelt SRAM Europe OEM Sales Director
Uwe Reicholt will be based Schweinfurt, Germany. – Photo SRAM

Previously, Reichelt held management positions with Pro Feet, GROFA, CicloSport, WL Gore, Hein Gericke. “I am very excited about the opportunity of working with a skilled and motivated team, selling a fantastic, innovative product portfolio and trying to help growing SRAM’s European OE business,” said Reichelt.

Cross functional connections

Reichelt will direct an experienced OE Sales team, but with strong cross functional connections to SRAM’s Marketing and Product Development teams. He will be based in SRAM’s Development and Training Centre in Schweinfurt, Germany. Reichelt will report to John Nedeau, SRAM VP of OE sales.

“SRAM is very excited to bring Uwe aboard. He brings a strong background of management experience in sales, marketing and product development that will be valuable in strengthening relationships and leading our OE selling efforts with bike brands across Europe” said John Nedeau. Reichelt will start in the Europe Director of OE Sales position as of April 2015.

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