Italian premium gravel and road bike brand 3T has appointed industry veteran Julian Green as its sales representative for Australia.
The Sydney-based consultant brings 20 years of experience in the bike industry, specialising in sales and business development.
“Julian has a proven track record of building successful sales strategies for brands like Shimano, KASK and POC helmets,” 3T says in a media statement released last month.
“His extensive knowledge and expertise in the Australian market make him an invaluable addition to the growing 3T team.
“In his new role, Julian will be responsible for building and supporting the dealer network, driving sales growth and expanding the company’s market presence in the Australian region.”
3T CEO Rene Wiertz said Julian’s “wealth of experience and strong industry connections” will play a crucial role in strengthening the brand’s presence in the Australian market.
Julian said the introduction of 3T bikes to Australia would focus on the gravel range which has underpinned the brand’s push into bike production.
While 3T (Tecnologia del Tubo Torinese) was launched by Mario Dedioniggi in 1961, it didn’t start making frames until 2015, under the direction of new owner Gerard Vroomen.
The Dutch-born mechanical engineer and co-founder of Cervelo teamed up with Rene Wiertz to buy all shares in 3T.
Speaking at Eurobike 2023, 3T Sales & Marketing Director Edi Jareci said Gerard had foreseen the potential of gravel bikes and steered the company in that direction.
In 2015, Gerard and Rene unveiled 3T’s first complete bike, the Exploro gravel racer.
The company revealed the latest incarnations of its gravel bikes at Eurobike last month.
3T brought its frame production back to Italy, at a factory in Bergamo, in 2021, the same year the company celebrated its 60th anniversary.
The shift to an Italian factory, to complement its ongoing operations in Asia, has been five years in the making and began with the production of cranks four years ago.
The company this week announced a partnership with BMW, with the German automotive firm set to sell 3T gravel, road and urban e-bike models with the branding of both organisations.