François Joly, new Sales & Marketing Director at Herrmans Bike Components

We are pleased to welcome François Joly as Sales & Marketing Director at Herrmans Bike Components.

François joined Herrmans on 1 June 2026 and will lead our global sales and marketing activities across OEM and aftermarket business. His role supports our continued focus on strengthening customer partnerships, developing our market presence and bringing future-proofed bicycle components to a changing industry.

François brings broad international experience from the bicycle industry, with a strong background in OEM business, aftermarket development and distribution. Most recently, he served as Head of Sales at Mavic, where he was responsible for commercial activities across OEM, aftermarket and distributor channels. His previous experience also includes senior commercial roles at Neomouv and Mach 1 Wheel Components. Born in Belgium and based in France, François brings a strong European market perspective to his new role.

“François brings valuable industry experience and a strong understanding of both OEM and aftermarket business,” says Dan Liljeqvist, CEO of Herrmans Bike Components. “For Herrmans, this appointment is an important step in strengthening our commercial direction, our culture and supporting our customers even better. We see clear opportunities to grow, and also to strengthen how our commercial direction connects with sales, marketing, product development and customer relationships.”

The appointment also follows our recent acquisition of Roxim lighting technology, which expands our offer in advanced e-bike and speed pedelec lighting and adds further momentum to our development.

In his new role, François will focus on developing Herrmans’ global market approach, strengthening customer cooperation and supporting our growth in key markets.

“I am very pleased to join Herrmans Bike Components,” says François Joly. “Herrmans has a strong foundation: European manufacturing, long product experience and a clear ambition to develop components that bring real value to bicycle brands and riders. I look forward to working with the team, our customers and partners to build on this position and take the next steps together.”

With François joining the team, we add another perspective to our work with customers, partners and markets across Europe and beyond, while continuing to build a strong organisation for the next steps ahead.

Welcome to Team Herrmans François!