Distributor in the spotlight – meet Petr Březina

For our sixth and final interview with the team behind MERIDA Czech Republic and Slovakia, we are sitting down with Petr Březina, who manages all things marketing. Petr’s home life is rather full of children and pets, so he is perhaps not typical of our series so far in that he self-describes as not being a dedicated cyclist. But don’t be fooled, he loves bikes and the brand, and there is perhaps a little bromance between Petr and his boss Peter, the MD, as they work very well together. Read on to find out more...

Who are you and what is your job role?
I am Petr Březina, and I am the marketing manager for MERIDA Czech Republic. I am responsible for the marketing of MERIDA and Cyklo Point products online and offline. I also create our digital newsletters, which we use to communicate with our dealers.

How long have you been in the company, and how did you get to your current position?
I started working here in 2021. I was previously the editor-in-chief for an online photography magazine. I still write two articles a month for them as I am still very interested in photography. Although I am not what could be described as a keen cyclist, I have always enjoyed servicing and restoring bikes, so I was keen to get involved in the industry. So, when I saw this role advertised, I was intrigued to find out if it would be a good fit for me, and luckily it was!

Does your interest in cycling help you in your day-to-day role?
As I said, I don’t think I could currently be described as a ‘cyclist’, I last rode my road bike properly in 1998! Having four children then took over my time, so my current bike is my ‘beer cruiser’ to ride to the pub. However, I have a mechanical interest in the way bikes are designed and built. I built my first bike myself from scratch, so I learnt by doing, which helps me now when I am thinking about how to market them.

For a young person interested in becoming a marketing manager, what advice would you give them?
As I said, I previously worked as an editor-in-chief for an online magazine, and I have also worked in advertising and public relations. So, I had quite a variety of experiences before starting in this role, and I think this is important to have that variety and general life experience as well. I would say the ability to support yourself and be financially independent is key, especially before you start your own family.

What sort of cycling is popular in your country?
I would say it is a mix of mountain biking and road cycling because of the terrain we have. Most people want what they see as a ‘nice’ bike, and MERIDA makes ‘nice’ bikes! I think e-bikes are very popular, particularly with the older generation or people with certain health conditions, as they open up more opportunities for them. E-bikes are often perceived as being for lazy people, but I don’t think this is the case at all. I see e-bikes are a positive development, which keeps people cycling who may have otherwise not been able to ride in the same way.

What MERIDA bike are you currently riding?
I like road bikes. I have a SPEEDER, but when the kids were younger, I needed to have a bike which could fit a child seat, and that doesn’t work on a road bike! Having the four children to raise as well as care for three cats and two dogs, I have not got back to road riding as yet!

What do you think are the most exciting developments of the MERIDA brand over the years?
The new SILEX, as I said, I love road bikes and I love simple bikes, so the SILEX is perfect for me. I like the fact that they are rigid bikes; I don’t need suspension; I would just use larger tyres to do the kind of riding I enjoy.  I am planning on buying one next year, once I have cleared out my garage to make space for it!

What is your main cycling discipline?
I enjoy riding to explore, take in the scenery, and take photographs. Generally, I am riding on the road and on gravel tracks; my riding is purely for leisure.

Do you have other hobbies away from two wheels?
As we have discussed, I am a keen photographer, and I also love carpentry. I work with softwood and have made various pieces of furniture for our home.  It is an escape for me to go to my garden shed to do this and have some peace and quiet away from our busy home. I find it very relaxing.

What do you like most about working at MERIDA Czech Republic?
I am proud to work with the brand, and I also have a great working relationship with my boss, Peter. In my previous role, the only time my boss spoke to me was when there was a problem; there was no positive feedback, but with Peter, it is completely different, as we work together on projects and share ideas. One of the key things we do is work closely with a variety of sponsored riders and ambassadors, for example, with David from Trailhunter. It really helps to spread the MERIDA name in our country and at times even beyond.

Why should someone come to your country for a cycling holiday?
In the Southern Czech Republic, there is amazing countryside to explore with small places to discover on the way, so it is perfect for bike packing.

As well as cycling, what else is a ‘must see’ or ‘must do’ while visiting your country?
Drinking beer! For me, the taste is more important than alcoholic content, personally I don’t like Czech lager, I am a beer person.

As you haven’t ‘grown up’ in the cycling industry (like many of your colleagues), have the experiences you gained in your previous roles given you a fresh and perhaps unique perspective for your role at MERIDA Czech Republic?
From my experience in the world of journalism and photography, I have gained skills (such as thinking outside the box) which I can transfer into my current role. Photography, of course, is very visual, so having this ‘eye’ is a skill I can transfer into marketing.

Of the different industries you have worked in which, is your favourite and why?
For me, it is all about the people I work with, rather than the industry itself. I like working here, particularly with Peter, the MD, as he is very progressive in his approach to marketing.

With your many years of experience, what would be the most useful piece of advice old Petr would give to young Petr starting out in the bike industry?
To have a better command of the English language and a better knowledge of the online world and social media. Also, always try to see the bigger picture rather than getting focused on smaller details.

Given the choice for a little bike adventure (time and money no object), where would you go and who would you like to take along for the ride?
My dream destination would be Goa, and I would (probably) take my wife. We've wanted to go ever since we went to a DIY festival of psychedelic art and music in the Czech Republic called UFO BUFO.

If you had to recommend one MERIDA bike to one of your closest friends, which one is it and why?
I would first ask what they want from the bike. I would most likely recommend a BIG.NINE or a SPEEDER, as most of my friends are not proficient enough cyclists that they would need a full suspension bike.

Petr is a relative ‘newbie’ to the MERIDA family and the bike industry compared to some of our other interviewees, who have a few decades on the clock. He also differs in that he is not a cycling fanatic, but he clearly already has a passion for the brand and a deep-seated interest in the technical aspects, combined with the simplicity of bikes. He values a progressive approach to marketing MERIDA bikes, and it is a match made in heaven for him to be working alongside his boss, Peter, as they think along the same lines. Who knows, one day Petr’s busy family life may demand less of his time, and he may clear the garage to get that new SILEX and be back pounding the gravel in the near future.

So, as we bid farewell to our MERIDA family in the Czech Republic and Slovakia, we look to the horizon and head to the neighbouring country of Hungary. Our next sit-down will be with Róbert Sipiczki, the MD and founder of BIKEFUN, the MERIDA distributor for Hungary and Romania. Robert gave us a fascinating history lesson about Hungary and the ‘bike building’ island where they are based, while making us laugh so much our faces hurt. He is a man who both loves life and is larger than life, so keep your eyes on our stories section for his interview to find out more…