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Cervélo restructures for its next phase


After years as co-CEOs of Cervélo, owners/founders Gerard Vroomen and Phil White have decided that White will now assume sole CEO status for the innovative Canadian bike manufacturer and Vroomen will continue in his role on the company’s board.

Cervélo’s success has always been driven by a passion for higher performance that is reflected both in its products and in its approach to management. One of the company’s core strengths has been the flexibility of Vroomen and White to take on changing managerial roles in the day-to-day running of Cervélo over the past 16 years. This latest shift in senior management roles marks another such change.

“We’ve spent the past three months working on the best company structure for the future,” White explained. “We have decided to concentrate our global supply chain in Toronto with European and Rest of World sales management being consolidated from Switzerland to our German office. These steps are currently in process, and the resulting improvements in efficiency have already proven significant.”

“As a result of the geographic re-alignment, it also made sense to look at our own roles,” said Swiss-based Vroomen.

“We were already convinced that a sole CEO was the best set-up and these organisational changes allow us to realise that in a way that makes sense. Combining our award-winning engineering team, supply chain management and marketing in the same office, Phil will be able to get the most out of the great people we have.

Vroomen added, “For me personally it means I will still be involved with Cervélo at the strategic level where I add the most value, while also creating some time to work on other projects.”

“2011 is already shaping up as Cervélo’s best year ever as we are seeing increased growth in our main markets,” concluded White. “With these changes and Gerard’s continuing support with knowledge, strategic guidance and advice, we continue to grow and look forward to the future.”



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