Future Proof Growth Strategy

Accell Group and RevelX partnered to develop an inspiring vision and strategy that aims to develop Accell Group into a more focused consumer-centric organization in the bike industry and to accelerate growth.


Accell Group is a leading international player in bikes and parts & accessories. Accell Group is market leader in many countries with brands like (among others) Batavus, Sparta, Koga, Winora, Haibike, Lapierre, Ghost, Diamondback and Raleigh and the clear industry leader and innovator in E-bikes.


Accell Group has traditionally grown successfully with acquisitions. However, competitive intensity in the biking industry is rapidly increasing. Accell Group wanted to develop a strategy that enables them to be even more successful as a group in responding to the many external challenges, like the emergence of online retail channels, price competition by new entrants, urban mobility, connected bikes and supply chain simplification.


In the first phase we have worked in close cooperation with the Board of Directors to define future market scenario’s and the aspirational targets and vision for Accell Group in 2025. In the second phase the Board of Directors and around 30 senior managers were involved in workstreams to translate the group vision into actionable growth strategies. This was supported by RevelX with in depth quantitative analysis, interactive working sessions and hands on advice.


Our engagement with Accell Group resulted an inspiring vision for the future Accell Group and an actionable growth strategy. Moreover, senior managers have committed to the new strategy and share the ambition to collectively write the next chapter in the success story of Accell Group.

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