Behind the brand: Benjamin Diemer, CEO Merida R&D, Director of Product

In our ongoing series, we want to show you a few of the people that help bring Merida bikes to life, from our engineers and designers who shape the bikes to the marketers who help to sell them. This time around, we have the spider at the centre of this web, our Director of Product and the head of the R&D Centre, Benjamin Diemer.

Benni, as he’s known to his friends, oversees the international Merida bike lineup. He’s ultimately responsible for every aspect of our bikes, organising the designers, engineers and product managers so that they create high performance bikes that the market needs. He then works with the marketing department and Merida headquarters to make sure they’re produced on time and in the right numbers.

He’s also a passionate cyclist, which is why he loves this role: “To work in an amazing team that shares the same exceptional passion for bicycles is a dream come true for me. The opportunity to influence the future of bicycles and be involved in every step of the process, from the initial idea to the final product launch, fills me with excitement.”

In his younger days, his goal was to be a full-time professional cyclist, something that helped him ride all across the globe: “I've had the privilege of experiencing many amazing bike rides in beautiful locations. Participating in events like the Tour de Taiwan back in the day already for a team of the Merida brand, as well as the Tour de Tobago in the Caribbean, and my youth participation in the Tour de l'Abitibi in Canada, along with many other unique experiences, have left me with wonderful memories. Training camps with teammates, logging countless miles in places like Mallorca, Tuscany, and Gran Canaria, are moments I've always cherished.”

However, cycling has always been part of his life beyond a career and with an increasingly busy job and growing young family, e-bikes have become important to him for practical reasons as well as enjoyment.

“The eOne-Forty EQ has quietly taken on a bigger role in my daily life. It's the bike I use every week, multiple times, for commuting, shopping, taking my child to kindergarten or playground, or simply exploring places around my home. It's also my go-to for heading into the city to meet friends or family for coffee. With the eOne-Forty EQ, I can navigate any terrain, whether it involves stairs or short trails. I have fenders to keep me clean when it's wet outside, and reliable lights for riding in the dark. Moreover, this bike often replaces my car in the city, providing me with a whole new sense of freedom and a stylish outlook!”

While this bike is undoubtedly practical, he also has a lot of love for the Reacto road bike. While it might not be used every day, he’s had some special moments aboard it, especially a recent trip: “We caught the 2023 Tour de France 15th stage to Saint-Gervais Mont-Blanc, which was an incredible spectacle, and additionally our team member from Bahrain Victorious Wout Poels emerged the stage victory there! AMAZING day! Then, we rode for six days towards Nice, conquering mountains like Col de l'Iseran, Col du Télégraphe, Col du Galibier, and Col de la Bonette. Unforgettable impressions, breathtaking landscapes, and memories made it an incredible journey in a short span of time!”

While his job is undoubtedly high-pressure, it’s this passion that drives him forward: “My favorite place is on the bike, no matter where it is. When the sun is shining and it's warm, I have a great time on the bike wherever I am.”

To keep up with Benni’s latest adventures, you can follow him on Instagram here.