November 21, 2023 - (Ratisbon, Germany) Ruff Cycles GmbH and their founder and CEO Pero Desnica are welcoming a new name to their team. Martin Schmitter joins the lifestyle mobility brand in June as their new Head of Product and oversees strategic portfolio development, product development management and product design.
Company founder Petar “Pero” Desnica puts it in a nutshell: “In Martin, we have recruited an absolute expert for our team who also matches our personalities just perfectly. By his support, our product development, which is already quite rapid due to our own frame production and in-house supply chain, starting from the first design until the finished product, is now taken to another level. This puts Ruff Cycles in an even better position to utilize the potential of its unique market share and creative momentum, continuing its success story.“
To represent product development for a brand like Ruff Cycles, where they deliberately counter the norm and set themselves apart from the market, you have to bring more to the table than tried-and-tested, conventional knowledge of the established mainstream market. It also takes boldness, creativity, a sense for courageous style and a large portion of hands-on spirit to live up to the company motto “sicker than your average.“
Just how excellently Martin embodies this balance can be clearly felt when, upon being asked, “Why Ruff Cycles?”, his reply is “If it’s not a f*ck yeah, then it’s not a yeah – at some point you understand: You only live once! Participating in the company and products at Ruff Cycles is an emotionally clear decision. You do it because everything about it is ‘yeah’ – you do it because you have to. Nevertheless, my start at Ruff was very carefully considered, and I took my time to get to know the company well beforehand.“
“My conclusion: Ruff Cycles eBikes bear testimony to a unique company culture that is not interested in whether there already is a trend for something somewhere. If a product is deemed good at Ruff Cycles, it is made, without negotiation or compromise, hands-on at the in-house prototyping facility. From development to industrialization to serial production, everything happens here under the company’s own roof and in the shortest possible time.“
“It’s courageous players like Ruff Cycles who create the very trends the industry picks up on after a few years,” adds Schmitter.
About Ruff Cycles
Ruff Cycles is a lifestyle mobility brand that stirs up the pedelec market. With models such as the striking “The Ruffian”, the agile city all-rounder “Lil’Buddy”, the cool and elegant commuter “BIGGIE” with bakery bike potential, their bold and daring “Lil’Missy”, or the heavy duty champion “Cargo Buddy”, Ruff Cycles are setting bold, fashionable and new accents in the established bicycle world, just in line with their motto “sicker than your average”. The focus here is on individual in-house solutions in both the designing and conceptualization as well as high-quality manufacturing in Germany and European frame production in Bosnia & Herzegovina.
