20 years of shaping the bike industry.
I started as a salesperson in a bike shop, tested for leading magazines and was responsible for bikes that won the most respected awards. Now I build the foundation with you for the next test winner: with clear product strategy, efficient processes and modern methods.
Book a discovery callEverything it takes to bring bikes to market.
For 14 years I managed products and projects at Merida and YT Industries, from the first lineup plan to the finished bike. Today I help you set priorities, streamline processes and find the right partners to make it happen.
- 01
Strategy & product management
- Strategy
- I align your product development strategically, so that you set the next trends yourself and miss none, from new bike categories to motor systems. I also advise on how to structure your organisation to get there.
- Product management, markets & pricing
- I support your product management team with prioritisation and alignment between engineering, marketing and sales. Which lineup works in which market at which price, I know from years of working with distributors in over 50 markets.
- Geometry, specs & shock tune testing
- Support with geometry, kinematics and specs: from the right components at each price point to testing your way to the optimal shock tune, so your bike has everything it takes to win comparison tests.
- 02
Sourcing & quality
- Parts & frame factories
- I point you to the parts suppliers and frame factories that deliver consistent quality, and show you what the best prices look like.
- Quality & compliance
- With testing, standards, user manuals and regulatory checks, I work to keep problems off the market and to solve them faster when something does go wrong.
- Network for delivery
- I bring together the right factories, suppliers, assemblers, engineers, designers and specialists in packaging, software and electronics, so a great bike is ready at the end.
- 03
Development & speed
- Project management
- I keep development moving with clear plans, responsibilities and milestones, and put the tools in your team’s hands to stay on top of progress.
- Processes & digitalisation
- I streamline development processes and digitalise them: product data is created cleanly once and flows through the whole chain, from specification and BOM to ERP, including AI agents for recurring tasks.
- Time to market
- I shorten time to market by rethinking processes and focusing effort where it matters, without compromising quality.
- 04
Marketing & PR
- Content & storytelling
- I work out your product’s story and how to tell it, in words, images and video.
- Briefing your marketing team
- I translate the product idea into a clear brief, so your marketing team can communicate what makes it special.
- Press experience
- I advise on what the press really needs, so your product’s USP truly comes across.
Where the experience comes from.
Product management at Merida, product development leadership at YT Industries and, today, consulting and field testing for leading bike magazines.
IRY Consulting
Since 2026 · Founder and consultant
Consulting for bike brands and media, with a focus on better processes and consistent digital infrastructure in product development. For client 41 Publishing (E-MOUNTAINBIKE and ENDURO Magazine) I test bikes, improved processes, took the use of AI to the next level and sharpened the test criteria.
YT Industries
2021–2025 · Product development leadership
First as Director, later as VP of Product Development, I led R&D, design and product management and took on quality management. My key achievement was transparency: through the structure and tools I introduced, it was clear where projects stood and the departments I managed pulled together.
Merida Bikes
2011–2021 · Product management
From product-management roles to Head of Product Management, I worked on the global lineup, development projects and product strategy.
- Full career history
Lineups I was responsible for generated more than €1 billion in revenue and won more than 60 test wins, awards and buying tips.
Not just theory.
Tested on the trail, compared back to back, discussed with product teams. Every role above is backed by real-world practice.
Articles I have published.
Tests, analyses and commentary in ENDURO and E-MOUNTAINBIKE Magazine.
- ENDURO Mountainbike MagazineBYB Tech Telemetry V3 Pro on Review: Does High-Tech Suspension Analysis Really Make a Difference? — Can telemetry benefit everyday riders too? To find out, we put the BYB Tech Telemetry V3 Pro system through an extensive real-world test.
- E-MOUNTAINBIKE MagazineRider Synergy: The idea behind Orbea’s eMTBs - Why RS is more than a motor concept — What does Orbea RS mean? We explain the Rider Synergy philosophy and show how it connects the Rise, Rallon RS and WILD LT.
- E-MOUNTAINBIKE MagazineHow much power does an eMTB really need? Peak power put to the test — 150 Nm torque and 1,500 watts of peak power – but how much power does an eMTB really need? We analyze traction, range, handling, and why more watts don’t automatically mean more fun on the trail.
- ENDURO Mountainbike MagazineSystem Sovereignty Instead of a Parts Puzzle – What the Bicycle World Can Learn from Stark Future — Stark Future are shaking up the market with the VARG. What can the bike industry learn from the technological system sovereignty of the electric motorcycle start-up?
- ENDURO Mountainbike MagazineWhat’s Behind 32” MTB Wheels? – Revolution or Market Bubble? — 32-inch wheels: Development, Challenges, Opportunities – Will They Remain a Niche Product or go Mainstream?
Show all articles (13)
- ENDURO Mountainbike MagazineBYB Tech Telemetry V3 Pro on Review: Does High-Tech Suspension Analysis Really Make a Difference?
- ENDURO Mountainbike Magazine2027 Norco Team DH First Ride Review : From World Cup Tracks to Your Home Trails
- E-MOUNTAINBIKE MagazineRider Synergy: The idea behind Orbea’s eMTBs - Why RS is more than a motor concept
- ENDURO Mountainbike MagazineCannondale Bad Habit 1 – In our Group Test for the Best Trail Bike of 2026
- ENDURO Mountainbike MagazineRAYMON Tarok Ultimate – In our group test for the best trail bike of 2026
- E-MOUNTAINBIKE MagazineHow much power does an eMTB really need? Peak power put to the test
- ENDURO Mountainbike MagazineThe Lab: Daysaver IncredibleX & Incredible Pump40HV on review
- ENDURO Mountainbike MagazineSanta Cruz Tallboy 6 2027 on Review – Is the Four-Bar Rear Suspension Really Better Than VPP?
- ENDURO Mountainbike MagazineSystem Sovereignty Instead of a Parts Puzzle – What the Bicycle World Can Learn from Stark Future
- E-MOUNTAINBIKE MagazineWhich Enduro Fork Is Better? – New FOX 38 Factory vs. New RockShox ZEB Ultimate 2027
- E-MOUNTAINBIKE MagazineFirst Test: Specialized S-Works Turbo Levo R – The Rally Car of E-Bikes?
- E-MOUNTAINBIKE MagazineFirst ride: Thömus Lightrider E_MAX 2026
- ENDURO Mountainbike MagazineWhat’s Behind 32” MTB Wheels? – Revolution or Market Bubble?
Images and excerpts: ENDURO Mountainbike Magazine and E-MOUNTAINBIKE Magazine (41 Publishing).
From question to implementation.
Four steps from the first call to a team that can carry on without me.
Talk
Thirty minutes on where you are and what’s stuck.
Scope
One concrete goal, the format and what “done” means — agreed in writing.
Work
Sparring, consulting or hands-on support — with the access we agreed, and nothing more.
Hand over
Documentation and clear ownership, so your team can carry on without me.
Before you get in touch.
Do you work with clients outside your region?
Yes. Conversations and consulting can take place remotely, in English or German. On-site work can be discussed case by case.
How do you handle confidential information?
Confidentiality is agreed in writing before work starts. Please don’t share confidential material in a discovery call.
What does it cost?
It depends on scope and format. You get a written scope and price before any work starts.
What should I prepare for the call?
A short description of the situation and what a good outcome would look like. That’s enough to start.