United Wheels (UW), the parent company of bicycle brands Huffy, Niner, Batch, and Buzz Bicycles, on December 3, 2024, announced that Bruno Maier has been appointed President and Chief Executive Officer (CEO) of United Wheels and the Huffy Corporation with immediate effect. In this role, Maier will lead efforts to drive the company’s mission and vision, while delivering growth and sustainable value.
Maier has deep roots and a proven track record of success in the cycling industry, having started his career as a sales associate at Huffy 30 years ago. He joined UW in 2017 as the President of Allite, Inc., and most recently served as President and Chief Operating Officer (COO) of United Wheels following Claude Jordan’s retirement in 2022. Prior to joining UW, Maier held leadership roles at Pacific Cycle, Cycling Sports Group, and PeopleforBikes.org.
“Bruno has consistently demonstrated remarkable strategic thinking, operational excellence, and a deep dedication to fostering innovation and growth within our organization,” said Bailey Liu, Chairman of Covation Holdings Limited, the parent company of UW. “His promotion to CEO is well-deserved and reflects his outstanding contributions to UW over the years, particularly over the last two and half years in his service as the President and COO.”
In his role as President and COO, Maier led the business through industry turbulence following the Covid-19 pandemic, while overseeing strategic global investments in innovation and operational excellence. Under Maier’s stewardship, UW vastly expanded its brand recognition and brand value by emphasizing innovation and rider centricity. This focus on the rider led to successful investments in Huffy BMX, new e-bike platforms across all UW brands, a launch of an electrified version of the famed Huffy Green Machine, and a revitalized specialty bicycle retailer business through the Batch, Niner, and Buzz brands. These investments expanded United Wheels’ brands and licensing opportunities throughout the UK, Europe, Latin America, and the Asia Pacific regions.
“I am honored and excited to serve as the President and CEO of United Wheels,” said Maier. “I grew up in Dayton and started my career at Huffy. I have a deep respect for the team, the company, and our 132-year heritage. I look forward to continuing to lead the company into a new era for our business.”
Maier continued, “As CEO, I will continue to focus on fostering a culture deeply rooted in innovation, brand investment, and collaboration. United Wheels’ future growth will be driven by nurturing an environment where creativity thrives, and our team members’ contributions are valued.”
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