The new BMC CEO Steinmann is a long-standing specialist in transformation processes and efficiency improvements and will implement the reorganization measures developed by the Board of Directors and management in collaboration with the consulting firm Helbling Business Advisors AG. The current CEO Thomas Binggeli will take over the chairmanship of the Board of Directors of BMC Group Holding AG from investor Andy Rihs and step down from operational management. Majority shareholder Rihs will remain a member of the company's Board of Directors. Damian Wirth, who has made a name for himself as Managing Director of Chris Sports Systems and previously as Managing Director of the Villiger bicycle division in Switzerland, will also be a member of the Board in future.

According to BMC, the reorganization will focus on cost savings and an increased focus on premium sports markets. Adjustments to operational processes and a cost-cutting program will be the measures that Steinmann must implement. At the same time, the aim is to strengthen the sales power of the two brands BMC and Stromer by focusing on premium markets. "Despite the pleasing operational growth of the BMC and Stromer brands", says Thomas Binggeli in a press release, "the aim is to make the Group even leaner, more efficient and more competitive in the future". The exact procedure will be defined and implemented in the course of 2014.

The reorganization only affects the two brands BMC and Stromer. The Bergamont brand, which operates independently from Hamburg, will not be affected. BMC majority shareholder Andy Rihs: "Bergamont's successful strategy will continue unchanged. The brand plays an important role in the broad bicycle segment in Germany, but increasingly also in Switzerland and other international markets".