EXEC: Saris Plots Continued Recovery Under New Ownership

Posted by Thomas J. Ryan | Aug 29, 2023 | Exec Outdoor, Exec Sports/Fitness, SGB Executive

The bike racks and trainers manufacturer Saris is under new ownership, acquired by C+A Global in October 2022. SGB Executive talked with Stefan Guelpen, the brand’s head of global sales, about how the company helped stabilize and reposition Saris for growth, discussed product highlights and post-pandemic challenges in the cycling industry.

Based in Edison, NJ, C+A Global is a manufacturer and online retailer of consumer products and electronics. Stefan Guelpen, who joined Saris in May, has a background in consumer electronics, including working with household brands, Nokia and Panasonic.

Tell us about Saris.Saris was founded in 1989, and more than 30 years later, we remain in the same building headquartered in Madison, WI, with the factory attached to the rear of the corporate offices. From the first day, the team has overseen the manufacturing process, from product design to testing to engineering. We’re well-known for our world-class bike racks and trainers. And, as a team passionate about cycling, our infrastructure business helps to build more bike-friendly communities worldwide through product innovations and advocacy.

Launched over 25 years ago, our Bones rack has been a cornerstone of bike racks for decades and is one of the best-selling trunk racks ever. We partnered with Italian designer Fabio Pedrini to infuse design with functionality, resulting in a bike rack that is stylish, simple and unlike anything the car rack market had seen. Since then, we have constantly evolved and innovated to provide racks, trainers and infrastructure products. We now offer several models of trunk and hitch racks capable of carrying bikes for one or the entire family and have innovated the trainer space with indoor trainers, patented Nfinity technology for platforms and various accessories. We also work with local municipalities nationwide to offer infrastructure products that help make towns and cities across the U.S. more cycling-friendly.

What led to the reorganization and subsequent sale?Like many businesses in the cycling industry, the global pandemic wreaked havoc on our supply chain and resulted in inventory challenges. Recognizing the customer loyalty and awareness surrounding the Saris brand, C+A Global acquired the company in late 2022 to infuse the brand with its expanded distribution capabilities and manufacturing expertise.

How has C+A Global helped the business?C+A Global allowed us to increase distribution and speed up shipping times while still letting our team deliver best-in-class customer service to our retailers, specialty bike dealers, online retailers, and on our website. By leveraging its manufacturing and sales background, C+A Global plans to breathe new life into Saris, beginning with product updates to future-proof designs to maximize customer investments. We will have news on new products coming later this fall, and we’re excited about the opportunity to bring new products to consumers.

What changes were made?Following the acquisition, our goals remain the same. Saris still strives to serve every rider by making cycling accessible and ensuring cyclists can ride their bikes whenever and wherever they want. The acquisition means that Saris will be able to realize our goals faster and easier, thanks to increased distribution and getting products in front of more riders.

What’s exciting on the product front?We have a lot in the pipeline for product updates and are most excited about our Modular Hitch System (MHS) lineup. We teased a few new products at Sea Otter earlier this year and will announce new products in the lineup this fall, including a one-arm tray and cargo option for MHS.

MHS is customizable and can also grow with customers based on their needs, whether carrying one bike or four. The system is easy to use, and we hope to continue developing this line with options that make it even easier to build the perfect setup.

The bike industry saw a major surge early during the pandemic but now seems set for a lengthy recovery. What’s your take?We’ve seen the impact following the bike boom during the pandemic, but we are confident that the industry will be more stable in the coming year. Bike manufacturers were stressed to meet the sudden demand and are now working through their inventory. We’re hopeful that this newfound love of cycling will continue, and we are there to support new and existing cyclists on their journeys. We’re also excited to watch the creation and adaptation of new categories, like gravel and e-bikes, making cycling much more accessible to a larger portion of the population.

Is the e-bike craze good for Saris?We see this as a positive. Saris is on a mission to make cycling more inclusive so everyone can experience and understand the power of the bicycle. We’re focused on expanding our lineup to offer e-bike-compatible racks so that no matter what bike you are riding, there is a rack to fit your needs. We’ve designed MHS to carry an increased bike-weight capacity of up to 80 pounds in specific configurations, making it the perfect solution for e-bike enthusiasts and those with heavier bikes. We plan to continue innovating our racks to be more e-bike-friendly.

What are near- and long-term objectives for Saris?In the near term, we look forward to re-establishing our relationships with IBDs and bringing new and exciting products to market. In the long term, we hope to continue to foster a more diverse and bike-able world through investments in people, projects and advocacy. We’ll continue to design and manufacture best-in-class products for all kinds of riders.

Photos courtesy Saris

Share: