Behind the scenes: Kai Schultz

Since autumn 2021, he has brought fresh air to the company and lives his passion for everything on two wheels. With a future-focused mindset and a keen sense for trends, he develops ideas that have the potential to shake up the bicycle world.

Kai, how did you get into the world of bicycles, and what motivated you to take on this position?

Bicycles have fascinated me for as long as I can remember. At the age of three, I got on a bike for the first time, and since then, I've been passionate about everything related to bikes. When the SEMG opportunity came up, I didn't hesitate. It has been, and still is, a great opportunity to build brands from scratch and work with a fantastic team on something entirely new. The idea of developing our products from a blank sheet was simply irresistible.

What does a typical day look like for you?

Of course, there are routines, but my days are very varied. I spend a lot of time observing the market and developing visionary product ideas. With the team, we work on strategies for all the brands for the next three to five years. There are, among other things, many coordination meetings with sales and marketing. The exciting part is that I live with the models split over three years: from the current ones to those almost ready for market launch, to the new products that will be presented at Eurobike.

What motivates you most about your work?

Versatility! No day is the same as the last, and this drives me to always do better. I’m excited to be part of the mobility change and to live my passion for cycling as my job. And of course, the team makes all the difference. We get along even outside of work, which makes collaboration even better.

Is there a project that particularly stands out for you?

Definitely the relaunch of the CILO and SIMPEL brands. This was not only the most exciting project but also the most challenging of my career. Rethinking the old brands and bringing them back to life was a major challenge.

What are the key factors for a successful transition to sustainable mobility?

I believe that the purchasing experience is crucial for many customers. Excellent service, welcoming shops, and well-equipped workshops are, in my opinion, essential to achieving  this goal. We want to share the joy of cycling with as many people as possible.

Do you have a favorite bike at the moment?

I'm quite flexible: it really depends on my mood. Most of the time, I’m on the trails around Zurich with my E-MTB. It’s great that test rides are part of my job! When I’m looking for peace and nature, I take my gravel bike and explore roads outside the city. In town, I love my E-Cargo bike it’s practical and relaxing for everyday life. Plus, it's perfect for teaching kids how to ride a bike.

What do you think makes a good bike?

You should feel comfortable on it right away! You can immediately tell whether a bike is right for you or not. Reliability is another key factor - nobody wants to waste time with endless adjustments, so the setup has to be spot on. And good advice from an expert is essential too.

Do you have a favorite cycling destination?

That’s a tough one - there are so many amazing places! The trails near my home in Nuremberg are always a great ride. But Finale Ligure in Italy is unbeatable for freeriding.

What’s your most important piece of advice for cyclists?

Community is key. I really enjoy riding in a group! Being able to combine social connections with nature is simply unbeatable.

Your must-have accessory for a long ride?

I recently got a hip bag. It fits everything you need for a day trip, including a hydration pack, and makes you feel much freer compared to carrying a backpack.