Steffen Krill

Background

About Steffen Krill

I have been active in the bicycle industry since 2001, working in sales, marketing, market coordination, and strategic brand development. My focus is on building and establishing brand structures in D-AT/CH with an eye toward sustainable market presence, profitability, and holistic brand leadership. I also maintain a well-developed network within the industry. Since 2023, I have served as Market Manager for the innovative French brand Moustache Bikes, responsible for Germany, Austria, and South Tyrol. In this role, I founded Moustache BIKES GmbH in Aschaffenburg, built and expanded relevant market structures, and assumed personnel responsibilities for a mixed team of full-time employees and sales agents. The goal is to create a robust, scalable market organization, to anchor the brand here long-term, navigate a challenging market environment, and continue its establishment. From 2022 to 2023, I contributed significantly as Marketing Director for the Asian start-up MIVCE, driving brand establishment and building a capable organization. I developed a clear brand strategy, implemented go-to-market plans, and built a scalable marketing and sales structure. I gained numerous positive experiences in brand launch, customer acquisition, and building cross-functional teams. Since 2014, I led the presence of BH BIKES in Germany/Austria as Country Manager Sales & Marketing. I built the brand from scratch in the D- and Ö-markets, established a comprehensive sales, marketing, and aftersales team, and created a stable dealer network with a focus on price and margin stability. Core objective: long-term, solid customer retention, increasing brand awareness and sales. I also founded BH BIKES Deutschland GmbH and fully established the aftersales processes. Notable partnerships (e.g, with destinations Ischgl, Reschenpass, Bad Orb) strengthened the brand impact. Previously, from 2009 to 2014, I established and consolidated the premium brand BMC in Germany and Austria: a strong specialty retailer concept, a successful B2C strategy, and significant revenue growth. I also integrated STROMER as a Swiss high-end brand into Germany and Austria within the existing BMC distribution structure. Earlier, I learned the bicycle distribution craft from the ground up in area sales manager roles for brands such as FOCUS and KALKHOFF.