Alberto Morgando is the CEO of the iconic brand Mavic. Alberto shares his fascinating journey from studying mechanical engineering in Turin, Italy to leading multinational companies and private equity turnarounds before taking the helm at the legendary French wheel manufacturer.

Arriving at a precarious moment when Mavic was struggling with significant losses amid cycling's market downturn, Alberto faces the critical task of returning this storied brand to profitability and long-term health.

We explore his management philosophy, the unique challenges of revitalizing a storied brand, and his strategic approach to navigating the volatile cycling industry. With his outsider perspective and proven turnaround expertise, Alberto offers fresh insights into brand revival, market dynamics, and the evolving future of cycling.

Introduction & Background
0:00 – Introduction to Alberto Morgando and his background in engineering and management.
Early Career & Moving Abroad
1:14 – Alberto’s decision to study engineering, early career in logistics, and moving from Italy to France.
Small vs. Large Companies
5:45 – Experiences in small companies vs. large corporations, and the value of both.
Transition to Consulting & MBA
12:50 – Pursuing an MBA, entering consulting, and the impact on his career trajectory.
Leadership Philosophy & Management Roles
18:46 – Alberto’s approach to leadership, impact, and moving into executive roles.
First CEO Experience & Private Equity
22:06 – Taking on CEO roles in mid-sized companies, challenges, and successes.
Joining Mavic & Brand Revitalization
27:07 – How Alberto became involved with Mavic, the brand’s challenges, and his mandate.
Cycling Industry Challenges & Strategy
36:37 – The unique challenges of the cycling industry, market cycles, and Mavic’s strategy for growth.
Product Innovation & Market Approach
43:09 – Focus on product development, innovation, and balancing OEM and aftermarket business.
Retail, D2C, and Channel Strategy
53:54 – Mavic’s approach to retail, direct-to-consumer, and online channels.
Closing & Contact Information
59:17 – Final thoughts, how to contact Alberto, and closing remarks.


Read the latest 'The Business of Cycling' Blog

Sign up for 'The Business of Cycling' Newsletter