International Merchandise Officer, 2014-2017
Riding motorcycles, being part of WIMA and merchandising go hand in hand – they require style, precision, passion and a love for the details. Because let’s be honest: a motorcycle that just sits in the garage is like a poorly printed T-Shirt – just sad. ‘Why do you need so many motorcycles?’ is a question I hear quite often. The answer? Because they all have their own personality. A bike for every mood – just like people have different shoes.
As an international merchandising officer I ensure that products don’t look just good – they tell a story. Branding is like a good motorcycle helmet: it protects a brand’s identity and makes a strong statement on the road. And yes, sometimes I have to explain that cheap quality is just as bad as a poorly-tuned carburettor – neither gets you very far! I am always chasing perfection – or at least the perfect curve. There is nothing better than being on the road with like-minded riders, sharing the thrill, the freedom and the love for the ride.
(2025)
