YT Industries has announced this morning that Sam Nicols, 45, has been appointed as CEO, replacing the founder of the brand, Markus Flossmann.
Flossmann is stepping aside as CEO 12 years after first introducing YT Industries to the world with a batch of 150 steel dirt jump frames. He will remain a crucial part of his brand and is now becoming Chief Visionary Officer (CVO), in charge of brand and product identity. Flossmann has decided to bring in Nicols to help, "further accelerate YT’s growth trajectory, already turbocharged by this year’s demand, while navigating the increased business complexity and customer expectations."
Following his master’s in engineering, Nicols started his career in R&D in Sweden before completing an MBA at Columbia Business School and moving into management consulting for three years. Nicols joined Amazon in Munich in 2010 where, among other things, he led the Prime team in Germany for five years, and later led Amazon’s Turkish business as country manager where he launched the website in 2018.
Nicols will oversee all business operations and, alongside Flossmann, will be spearheading the future strategic and operational development of YT.