Herrmans Bike Components has appointed François Joly as Sales & Marketing Director.
Joly joined the company on 1 June 2026 and will lead Herrmans’ global sales and marketing activities across its OEM and aftermarket businesses. In this position, Joly focuses on developing Herrmans’ global market strategy, strengthening customer relationships and supporting the company’s growth in key markets.
Joly brings extensive 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, Joly brings a strong European market perspective to the role.
“Herrmans has a strong foundation: European manufacturing, extensive product expertise 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,” said Joly.
“For Herrmans, this appointment is an important step in strengthening our commercial direction, reinforcing our culture and supporting our customers even more effectively. We see clear opportunities for growth, as well as opportunities to strengthen the connection between our commercial strategy, sales, marketing, product development and customer relationships,” said Dan Liljeqvist, CEO of Herrmans Bike Components.