Background

Background

I’m Dennis Jansen, an independent advisor and sales agent in the cycling industry, operating under the BikeFirst name.

With more than a decade of experience across OEM and aftermarket environments, I work with brands on product integration, market entry and long-term commercial growth.

Industry Experience

My career started on the retail side of the industry, where I owned and operated a premium bicycle store focused on custom builds and direct customer interaction. This foundation gave me a strong understanding of product performance, service expectations and end-user needs.

From there, I moved into international brand representation and OEM-facing roles.

I worked as an account manager for ROTOR Bike Components, a Spanish manufacturer of high-end cycling components, followed by a role with TIME Bicycles, where I was active in international sales and partner management.

In 2022, I founded BikeFirst and continued to support selected brands as an independent partner, focusing on sales representation, OEM development and strategic partnerships.

Selected Partnerships

Over the years, I’ve had the opportunity to work closely with a number of respected brands in the industry, including:

• ROTOR Bike Components
• TIME Bicycles
• BEAST Components
• 3T Bike

These collaborations reflect my focus on quality-driven brands, long-term cooperation and mutual trust.

Approach

Throughout my career, relationship building has been central to the way I work.

I strongly believe that sustainable success in the cycling industry is built on trust, transparency and long-term alignment — both commercially and personally. My role is often to connect the right people, align expectations and create partnerships that last.

Today

Today, I work independently with a limited number of brands, acting as a long-term partner rather than a short-term intermediary.