Tracefy expands organization to drive international growth

To support its rapid growth, Tracefy recently expanded its management team. Ferry Post has been appointed as sales director and Greg Schouten as technical director. This allows Niels Penning, as general manager, to focus more on overall company leadership, while Jeroen van Kester, director of marketing and new business, will concentrate on international markets and opportunities for Tracefy's GPS solutions beyond the bicycle industry.

Tracefy has grown a lot over the past year. After establishing distribution agreements with Pendlr and Dynamo, they've also entered a partnership with Accell in 2024. “Additionally, we've developed many new partnerships with bike brands over the past year, including Giant, Trek, Cube Nederland, Van Raam, Stoer Bikes, bakfiets.nl, and Lovens,” says Post. “All of these brands recommend Tracefy as their preferred GPS systems supplier, and we can clearly see that in the numbers. For 2025, we’ll also be expanding our support team so we can continue to serve our dealers and customers as effectively as possible.”

Focus on bicycle market

“Niels and I have always been strong advocates of focus,” says van Kester. “We've often heard people say, ‘Why don’t you offer this for cars or construction materials to?’ We've always resisted this, and I firmly believe that our focus is one of the reasons we've been so successful in the bicycle industry. However, we’ve now built a strong foundation and assembled a fantastic team. This enables Ferry to take over most of my commercial responsibilities, allowing me to focus more on long-term commercial strategy. While the team will continue to focus on the critical bicycle market in the Netherlands and Belgium, I will explore new opportunities for our GPS solutions in international markets and other sectors," says Jeroen van Kester.

In-house development

Since Tracefy's founding eight years ago, they’ve successfully managed organizational, financial, and general matters alongside their commercial and technical activities. Penning: “We've now grown into a company with 20 employees. Additionally, we develop multiple hardware products, apps, and software services in-house. These are all technical aspects I was heavily involved in. By promoting Greg to technical director, I’ll have more room to lead the organization effectively and focus on strategy and long-term vision. With this renewed management structure, we’re looking forward to the future with great confidence.”

This article is sponsored by Tracefy.

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