Bike manufacturer Cannondale Sports Group hires Prez, North America
Cannondale Sports Group, a division of bicycle manufacturer Cannondale Corporation, announced the appointment of Jeff McGuane as the new president of CSG North America, according to Bicycle Retailer
McGuane replaces the Bethel, Conn.-based company’s former leader Jeff Frehner, who left CSG last August due to the extensive amount of travel between his home in Madison, Wis., and the company’s Connecticut headquarters.
McGuane has been with Cannondale and CSG in the United States, Japan and Europe for 14 years. He was appointed president of Cannondale Europe in 2004, and was named president of CSG International in August 2008. Under his leadership, Cannondale Europe experienced an exceptional rate of growth and success.
Cannondale Corporation is a top American bicycle manufacturer. The company and its Cannondale Sports Group subsidiary, now produce many types of high-end bikes with quality metals and aluminum.
’s Marketing Director Scott Struve spoke further with WinmoEdge about McGuane’s new position with CSG and the company’s agency and strategic partnership affiliations.
Struve said that McGuane has been in the industry for a long time, and said that Cannondale Sports Group greatly values his opinion on every level of the organization. With that in mind, he feels McGuane will play a role in the company’s marketing initiatives.
He declined to comment on any short-or long-term marketing goals, citing that this information is proprietary and that he would rather not have his competitors know Cannondale’s marketing plans.
“We don’t want to divulge what our (media) spend is and how it’s broken out,” Struve said. “We don’t want competitors to know. I would say our typical audience is anybody that has a healthy lifestyle and is looking to make a smaller footprint.”
He added that McGuane will most likely also play a part in building awareness of the Cannondale Sports Group brand because of its direct relation to the sales department. Struve said that Cannondale’s goal is to become the number one bike in the world, and McGuane will strive to achieve this goal.
Our source confirmed that Malvern, Pa.-based Mangos Inc. has handled Cannondale Corporation’s advertising efforts since 2006, and also said that the company uses a number of different resources in addition to this agency relationship.
“I would say (we create relationships) on an annual basis as well as on a project basis,” he said. “We’ve got a number of strategic alliances within the bike industry with a variety of manufacturers, and that’s on the team level as well as on the retail level.”
According to The Nielsen Company, Cannondale Bicycle Corporation spent about $400,000 on national advertising in 2007. About $300,000 was spent on national magazine ads, and about $100,000 was spent on business-to-business efforts.
Struve said that Cannondale Corporation does work with external firms, both on a case-by-case basis and for strategic partnerships. Agencies that feel they can elevate Cannondale to the top spot in bicycle sales should reach out to discuss how your firm can assist the company with its ultimate goal.
16 Trowbridge Drive
Bethel, CT 06801
Marketing Director, Cannondale Corporation
President, Cannondale Sports Group North America
President & Chief Executive Officer, Cannondale Corporation
(203) 749-7000 / x. 7030