Yamaha Bicycles names new sales and marketing reps, announces sales program

New to the U.S. market in 2017, the Yamaha Bicycles business has grown steadily while adding models and building its field team to support its growing network of independent bicycle and powersports dealers.

Yamaha launched the world’s first electric power-assisted bicycle more than 30 years ago, and since then, it has sold more than 5.5 million e-bikes worldwide, making it one of the largest e-bike OEMs in the world.

“Yamaha is uniquely positioned to continue growth in the e-bike market,” says Rob Trester, manager of Yamaha’s Smart Power Vehicle division and the Yamaha Power Assist Bicycle group in the U.S. “Thirty years of experience and innovation has given Yamaha Bicycles an incredible advantage as one of the only companies in the world that designs the bicycle frame, battery, drive unit, and programming, creating the best quality e-bike products.”

New Hires

To help Yamaha with its dealer network, the company recently added two new field sales and marketing representatives, including Hamilton “Mo” Ory in the South-Central and Bill Dosek in the North-Central Regions.

“Mo and Bill both bring extensive knowledge of bikes and the ever-changing landscape of e-bike sales and marketing to our team and our dealer partners in their respective regions,” Engelmann comments. “They have the experience to support both IBDs and powersports dealers looking to add Yamaha Bicycles to their showrooms.”

Ory started his industry career working at his local bike shop to fuel his love for racing. His natural talent on the bike propelled him through the road racing ranks, racing in Cat 2 after his first season, until he switched to mountain bike racing as the new category was just taking off. As the popularity of mountain bikes rose, Ory opened his own shop in Lakewood, Colorado, focused on the emerging full-suspension mountain bikes and the development of trail centers.

After many years, Ory has retired from racing and sold off his interests in the multiple Colorado bike shops he once held, and now enjoys riding with his family. Yamaha Power Assist Bicycles and its wholesale customers will benefit from Ory’s vast experience and perspective as a retailer and a competitor.

“As a racer, rider, and fan, I’m very excited to join the Yamaha team and look forward to representing Yamaha and growing the e-bike category across powersports and bike-industry dealers,” Ory said. “The Yamaha brand has a deep connection to racing across various disciplines, and this is an exciting time to join the Yamaha Bicycles team and help develop its brand, programs, and sales channels.”

Bill Dosek’s journey began in a bike shop in the Chicago suburbs, where he quickly climbed the ranks, ultimately assuming the roles of general manager and hard goods buyer. Dosek transitioned to B2B sales for over ten bicycle brands, to both traditional and e-bike independent bicycle dealers spanning regions from Michigan to California. Yamaha Power Assist Bicycles is thrilled to leverage Dosek’s wealth of knowledge and leadership as the team continues to drive innovation and excellence in the electric bicycle sector.

Reflecting on his new role, Dosek notes, “I’m stoked to join the Yamaha Bicycles team as the e-bike segment continues unprecedented growth in the U.S. I look forward to helping our dealer partners succeed in the e-bike space, a market segment with long-term growth opportunity.”

Yamaha says it will hire additional regional sales and marketing positions in the near future, while also increasing its corporate headcount in Cypress, California.

Sales Program

Yamaha Bicycles shared its new “EXTRAvaganza” sales program with powersports dealers at the 2024 AIMExpo last week in Vegas. Running through the end of March, new Yamaha Bicycles customers have access to Yamaha’s first-ever cash-back incentives, along with the opportunity for a free extra battery. Yamaha has also extended its e-bike 5-year warranty on select models.

“The new EXTRAvaganza sales program is a great example of the level of support Yamaha Bicycles is offering to dealers to help sell through product at the retail level,” says Drew Engelmann, national sales and marketing manager at Yamaha Power Assist Bicycles. “We’re getting great feedback from the field and potential new dealers we met with at AIMExpo.”