SUPER73 Bets on Dealers, Hires Veterans to Fuel E-Bike Growth

IRVINE, CA – May 14, 2026 – As the global electric bike market continues its meteoric rise, American lifestyle brand SUPER73 is making a significant strategic move that runs counter to prevailing industry trends. The Irvine-based company announced a major expansion of its sales leadership team, bringing on two seasoned industry veterans to spearhead a global "dealer-first" growth strategy. The move signals a deliberate effort to strengthen its retail and service network at a time when many competitors are focused on direct-to-consumer models or industry consolidation.

By hiring Todd Schmidt as Director of Global Sales and Seth Holmes as Wholesale Manager, SUPER73 is reinforcing its commitment to its physical retail partners. The company aims to scale its global dealer network to meet what it describes as accelerating demand for its distinctive, motorcycle-inspired e-bikes. This investment in personnel and partnerships underscores a belief that in the increasingly crowded e-bike space, robust local service and a tangible brand presence are key differentiators.

A Strategic Gambit on the Dealer Network

In a market where direct-to-consumer (DTC) giants like Rad Power Bikes have captured significant market share and industry consolidation is becoming more common, SUPER73's pronounced "dealer-first" approach is a notable strategic pivot. The company is investing heavily in experienced sales leadership to support an international network of independent retailers, deepening partnerships to ensure long-term sustainable growth.

This strategy aims to address a common pain point for e-bike owners: service and maintenance. By expanding its network of dealers and authorized service centers, SUPER73 is building an infrastructure designed to enhance the customer experience long after the initial purchase. This contrasts with purely online models that can leave customers searching for qualified local mechanics.

"This is an incredibly exciting time for SUPER73 as we embark on an ambitious journey to elevate our presence and service capabilities like never before," said Travis Erwin, CEO of SUPER73, in a prepared statement. "With our new sales leaders at the helm, we are poised to dramatically enhance our dealer network and service footprint, bringing the unique SUPER73 experience closer to more riders and paving the way for unprecedented growth."

The approach is a calculated bet that customers, particularly those investing in a premium lifestyle product, value the hands-on support, test rides, and professional service that a strong dealer network provides. It positions the brand to compete not just on product design but on the entire ownership experience.

Riding High on Proven Talent

The credibility of this strategic push rests heavily on the expertise of its new hires. SUPER73 has brought in individuals with formidable track records of scaling sales operations and driving revenue in the cycling and outdoor industries.

Todd Schmidt, stepping into the role of Director of Global Sales, is tasked with broadening the company's footprint across the critical markets of the US, Asia, and Europe. His background makes him uniquely suited for the challenge. At Hayes Bicycle Group, Schmidt served as Global Director of Sales, where he presided over a period of explosive growth, leading the company's revenue from $26 million to over $60 million in a four-year span across aftermarket and OEM channels. He also demonstrated an entrepreneurial flair by building a global aftermarket business unit from the ground up, delivering $10 million in revenue growth in just three years.

"Throughout my career, I've had the opportunity to build and scale high-performing sales organizations across diverse international markets, and I'm excited to bring that experience here," Schmidt stated. "I'm looking forward to working closely with the team to expand our global footprint, deepen our customer relationships, and translate our collective expertise into meaningful, sustained growth."

Working in parallel to expand the domestic market is Seth Holmes, the new Wholesale Manager. His role is laser-focused on increasing the density of SUPER73's dealer and service footprint within the United States. Holmes's past successes indicate a strong aptitude for this kind of expansion. As a Senior Category Manager at The Pro's Closet, he was instrumental in growing category sales from a mere $100,000 to an impressive $15 million between 2020 and 2024. Later, at The Feed, he managed over 100 wholesale accounts and achieved 70 percent year-over-year category growth.

The new hires join a team that includes Andrea Riojas, who will continue to focus on domestic B2B initiatives and the expansion of SUPER73's own branded retail stores, creating a multi-pronged approach to market presence.

Capitalizing on the Global E-Bike Gold Rush

SUPER73's aggressive expansion is timed to capitalize on a historic boom in the e-bike market. Driven by a confluence of factors including environmental awareness, urban congestion, and technological advancements, the global demand for electric bikes is soaring. Market projections are consistently bullish, with some analysts forecasting the global market to surpass $144 billion by 2033, growing at a compound annual rate of over 9%.

The growth is particularly pronounced in SUPER73's target regions. The Asia-Pacific region remains the largest market, while Europe boasts high adoption rates and mature infrastructure. However, North America is the fastest-growing market, with U.S. sales skyrocketing by 269% between 2019 and 2022 alone. This rapid consumer adoption creates a massive opportunity for brands that can effectively scale their distribution and service.

By investing in a global sales director with proven experience in Asia and Europe, and a wholesale manager focused on the burgeoning U.S. market, SUPER73 is strategically aligning its leadership structure with these key geographical growth engines. The company's expansion is not just a reaction to past success but a proactive maneuver to capture a larger share of a market that is fundamentally reshaping personal and urban mobility. The move positions the brand to capitalize on everything from the commuter looking to ditch their car to the weekend adventurer seeking a new form of recreation.

This strategic reinforcement of its sales and service infrastructure is a clear signal that SUPER73 is gearing up for its next major growth phase. By blending its unique, culture-driven brand identity with a robust, professionally managed dealer network, the company is aiming to build a defensible market position that goes beyond just selling bikes, focusing instead on cultivating a loyal, well-supported community of riders around the world.