Sales Manager Europe

Felt Bicycles; Barcelona; Hybrid; EUR 70,000 - 95,000; Full time

Benefits offered by this job

Hybrid and on-site work

Barcelona office

Travel to markets

Job summary

FELT Bicycles is seeking a Sales Manager Europe to lead sales across priority European markets from our Barcelona base. You will build a small, high-quality dealer network and work hand‑in‑hand with the Managing Director to decide markets and partners, traveling to events and dealer meetings as needed.

You will own market development, dealer onboarding, performance management, and quarterly forecasts while collaborating with operations, marketing and finance to deliver for your dealers.

Qualifications

• 5+ years in B2B sales, ideally in cycling.
• Established network within European cycling trade.
• Proven dealer management and new market development.
• Track record of building sales from scratch.
• Strong commercial judgement and negotiation.
• Ability to work independently with Managing Director.

Responsibilities

• Define strategy, targets and priorities for each market.
• Identify and open new dealer and distribution partners.
• Grow market coverage with quality and sustainable growth.
• Onboard, train and support dealers; manage performance.
• Prepare sales forecasts, budgets and performance reports.
• Represent FELT at key industry events and trade shows.

Skills

B2B sales

EU network

Dealer management

Negotiation

Fluent English

German language

Job description

Sales Manager Europe

FELT Bicycles Group | Barcelona

FELT has built some of the fastest bikes in road, triathlon and gravel racing. We are now building the company behind them, with a lean and agile team in Barcelona and North America. We are looking for a Sales Manager to open selected European markets and build a small, high-quality dealer network from the ground up.

This is a hands‑on role. You will be out with dealers and at the key events, and you will also sit next to the Managing Director when we decide which markets to enter, with which partners and how fast.

THE ROLE

You will own sales for a set of priority European markets, reporting directly to the Managing Director, and be the main point of contact for every dealer and partner in them.

WHAT YOU WILL DO

Market development

• Define the strategy, targets and priorities for each market
• Identify and open new dealer and distribution partners in priority markets
• Grow coverage with a focus on quality and sustainable growth, not on the number of accounts

Dealer management

• Be the first point of contact for your dealers: onboarding, training, day‑to‑day support
• Manage dealer performance: sell‑in and sell‑out, demo programs, stock and margin discipline

Planning and reporting

• Prepare sales forecasts, budgets and regular performance reporting
• Work with operations, customer service, marketing and finance to deliver for your dealers

Representing FELT

• Represent FELT at a select number of key industry events, dealer meetings and trade shows

WHAT YOU BRING

• 5+ years in B2B sales, ideally in the cycling industry; action sports experience also considered
• An established network within the European cycling trade
• Proven experience in international dealer management and business development
• A track record of building sales from scratch
• Strong commercial judgement and negotiation skills
• Able to work independently while collaborating closely with the Managing Director
• Fluent English; other European languages a plus, especially German

WHAT WE OFFER

• A high‑impact role reporting directly to the Managing Director
• Ownership of your markets, from strategy to dealer relationships
• The chance to build FELT's European dealer network, not just manage it
• Hybrid and on‑site work, Barcelona office, with travel to your markets