What a ride!

It's been over three years since I joined Trek Bicycles on a mission to "put more people on bikes." Starting as a Spain Operations specialist and quickly expanding to a Europe-wide role just weeks later, then transitioning to Europe Training in March 2023, I've had an exhilarating ride supporting retail store growth by over 200% and having an absolute blast along the way.

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I want to share ten lessons learned as an exercise in gratitude and self-improvement. Here they are:

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1.?????? Hospitality is Key: Transitioning from a B2B environment with a marketer's heart, I've always cherished the concept of end-consumer experiences. Working with McKinsey in LATAM & the US, listening to brand experts' needs across continents, and even opening the first Venezuelan restaurant in Melbourne, I've seen firsthand the transformative power of exceptional hospitality. When paired with a great product like Trek's, a retail experience that delivers beyond expectations becomes a powerful source of energy and value.

2.?????? Hands-On Approach: Embracing a non-negotiable hands-on approach, I started in Retail Operations with minimal industry familiarity. From stock counts in Toulouse to cleaning kitchens in Munich and selling bikes in Zwolle without speaking Dutch, each experience was pure gold. Getting back to basics, learning from field experts, and reconnecting with core principles have been invaluable.

3.?????? Learn by Teaching: As we worked on making retail best practices scalable, creating Training Centers emerged as a pivotal strategy. Supporting teams to structure processes and drive high-impact experiences led to significant internal and external learning and improvement. Sharing the growth and evolution of the teams involved as retail leaders in 7 centers is a highlight that has brought me teachers, colleagues, and friends in several places across Europe

4.?????? Ride, Rest, Repeat: Incorporating sports and physical training into team culture is essential. Sacrificing health for work resulted in decreased creativity and effectiveness. Incorporating sports activities fosters a high-performing team dynamic. I sacrificed my riding and health against traveling, multitasking, and deadlines. I fooled myself, becoming a less creative, precise, effective, and somehow frustrated person. Regardless of how cool the bike sector is, it encounters the same challenges that we see in other -not so cool- environments

5.?????? Working Capital Matters: Just as my professor at Ann Arbor compared home pantry management to financial resource management, effective use of working capital is critical in retail. Balancing hospitality, team support, and financial discipline is key to sustainability.

6.?????? Habits Matter: Mastering retail requires consistent practice and execution. Balancing discipline with new concepts is crucial in this simple yet complex industry.

7.?????? Navigating Politics: Resetting roles and responsibilities often involves navigating organizational politics. Acknowledging the impact of politics is essential in fostering effective teamwork and leadership. “There is always politics” is a friendly reminder that no matter how cool an organization looks or feels, the art of relations, influence, and power, always play.

8.?????? The Art of Marketing: Ah, the timeless art of marketing. I had the privilege of leading teams and nurturing their growth early in my career while cultivating a deep passion for planning, marketing, and sales—yes, I was fortunate to marry sales and marketing from the outset. My focus sharpened on marketing and strategy after encountering Kotler's definition of marketing as "the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit." This discovery led me to delve into Porter's five forces analyses and strategic works, culminating in over five enriching years in the realm of strategy. While the shift of marketing towards the digital frontier is not surprising, given our current digital era, it sometimes neglects crucial aspects of business, leaving diverse value-creation sources devoid of resources or guidance. I envision marketing as a sophisticated GPS that sets a predefined goal based on the rider's capacity and equipment. The GPS then orchestrates the entire system—rider, bicycle, provisions, route, competitors, climate—towards successfully achieving that goal, positioning the system for a distinctive and successful journey ahead. At times, it feels like the industry and certain players set overly broad goals, inadvertently limiting their agility and overall outcomes.

9.?????? Continuous Learning: Embracing disruption and innovation in the bicycle industry demands a curious and humble approach. Trek's learning culture celebrates growth and adaptation. Bicycle's role in mobility, health, and, sustainability is still in its preliminary stages, the need to embrace continuous learning, adaption, and speed is key.

10.?? Spreading the Joy of Riding: Cycling has been a lifelong passion for me, from Venezuela to Europe and across the US and Asia. I′d ride in Michigan, Ohio, Pennsylvania, and Florida while starting my working career, completing my studies, and adapting to new cultures. I′d ride in Melbourne and South Victoria (with the Yarra River being one of my favorites) while living down under and falling in love with Australian riding culture. I′d ride in Madrid, Girona, Barcelona, Manresa, Castelldefels, Valencia, Castellon, Cascais, Lisbon, Eindhoven, Utrecht, Bath, Munich, Berlin, and many other places in Europe while settling in with my family. I considered riding to school with my kids my favorite ride ever (sets the perfect start of the day for them and myself). Sharing this joy and potential of bicycles in society is fulfilling.

As this amazing ride concludes, I'm deeply grateful to everyone involved. This experience has prepared me well for what lies ahead, and I eagerly anticipate the next chapter.