The change is particularly exciting from two perspectives - and doubly relevant for the bike scene. Firstly, Aeschbacher is leaving Scott Sports after almost 30 years as one of its most influential figures. Not only had he been Head of Marketing since 1996, but he also played a key role in building the Scott brand into a global player together with Beat Zaugg and Pascal Ducrot after the management buyout.

On the other hand, his move to Lenzerheide Bergbahnen AG is a clear sign of strategy and expansion. Previously, such positions were usually filled by industry insiders from the traditional mountain railway sector - with a lot of operational expertise but little focus on brand development or an international perspective. Aeschbacher brings precisely this factor into play.

The Lenzerheide mountain railroads are among the most successful and important mountain railroads in Switzerland. In winter, they are part of the Arosa-Lenzerheide ski resort, while in summer they are a relevant factor in the "Bike Kingdom" with the Bikepark Lenzerheide at its center. The fact that an industry professional from the sports business will now be at the helm of the mountain railroads from October 2025 should provide a breath of fresh air far beyond the region.