GripGrab is a Scandinavian cycling brand with a presence in markets around the world. We are riders ourselves, creating products for riders. Our own experience on the bike shapes what we make. The new strategy brings the focus back to what we do best: making products riders can rely on, with every detail considered.

A clearer system around the product

GripGrab’s product strategy builds on its Scandinavian expertise in demanding conditions. The ambition is to become a brand riders choose for apparel throughout the year, with products that work from head to toe, skin to shell. Each product starts with a clear rider need and has a defined purpose. Together, the products form a system that helps riders choose what they need for different rides and conditions.

GripGrab calls this Product Truth. A clear explanation of what a product is designed to do, how its materials and construction support that purpose, and what difference it makes on the bike. Product claims are grounded in real riding conditions, helping riders and retail partners understand what each product can do and where it fits in the range.

That clarity starts in product development. GripGrab’s cross-functional Product Council brings together perspectives from across the business to consider whether a product addresses a real rider need, delivers on its purpose, fits the brand and has a clear place in the range.

Building demand through retail and local communities

Retail remains central to how GripGrab reaches riders, but the path from discovering a product to choosing it can move across several channels. A rider might first see a product on social media, look it up on GripGrab’s website and then visit a shop. The strategy is to make those touchpoints reinforce one another, with a clear and connected product story at each point.

Ambassadors are central to building demand locally. GripGrab will double its investment in ambassadors, backing credible riders with strong ties to their cycling communities. They give the brand a trusted local voice and help it become part of local cycling life. Retail partners strengthen that connection by giving riders a place to understand and experience the products. Together these relationships help build local demand and create value beyond the transaction.

New roles to support the strategy

GripGrab has adjusted its organisation to give people who understand each market greater responsibility, supported by expertise from across the business. The changes bring product development, commercial direction and local market work into closer connection, helping GripGrab focus its investment where it can build lasting demand and profitable growth.

From sales to market development
The local Sales Manager role is evolving into Market Manager. This is a clear shift from a role centred on selling to one focused on developing the local market. Retail development remains part of the work. Market Managers will also build GripGrab’s local presence by developing relationships with relevant media and ambassadors who have strong ties to their cycling communities. They will use their knowledge of local riders, retailers and cycling culture to shape market priorities and bring local insight into commercial decisions. They will work closely with GripGrab’s central Brand team in Denmark, which will provide brand direction, expertise and support for local activities.

Guido Wientges takes on the role of Chief Commercial Officer
Guido Wientges joined GripGrab as a Sales Representative in Southern Germany. His role has since grown to include market development and online key account management. Drawing on that experience, Guido helped shape GripGrab’s new strategy.

As Chief Commercial Officer, he will now lead the Market Managers and strengthen the link between their local knowledge and GripGrab’s commercial priorities. Martin Krøyer, who previously held the commercial role alongside his responsibilities as CEO, will now focus fully on his work as founder and CEO.

“After more than a decade at GripGrab, I’ve seen how our Scandinavian experience of demanding conditions shapes the products we make. When I started developing this strategy, I wanted to connect that product strength with our brand and local market work, so more riders would choose GripGrab all year.”

Guido Wientges, CCO

A new role connecting product and market
To strengthen the link between R&D and the rest of the business, GripGrab has created a new Product Manager role. It brings rider and market insight into product decisions, then works with Brand and Commercial to identify what makes each product useful and how to explain that clearly to retail partners and riders. The role gives each product a clearer path from development to the people it is made for.

Connecting the digital journey
GripGrab has appointed a Director D2C & CRM to connect its digital touchpoints, including the online shop, newsletters, social media and paid digital activity. The role will help create a clear, consistent product story across these channels and support riders as they learn about the range, while complementing the work of retail partners.

United Ride

Ride All Year is GripGrab’s belief in riding through every season. United Ride gives that belief a physical expression. Twice a year, riders are invited to take part during the same three-day window, choosing their own route, pace and riding companions.

United Ride remains part of our strategy because it expresses the reason behind our work: the love of cycling. Riding enriches our lives and connects people across the sport, including retailers, professional riders and those just starting out. That shared feeling is the foundation of GripGrab and the starting point for everything we make.

We want to grow with a clear sense of where we put our time and energy. In some areas, that means doing less, so we can protect the foundations of the business and stay close to what defines us. It gives us more room to understand what riders need and what shapes cycling in each market.

Our focus remains on making products with purpose and building close relationships with the riders who use them, as well as with the retail partners, local media and ambassadors who help others discover GripGrab.

STORY and pictures by GRIPGRAB
© GripGrab 2026