E-Commerce Live

The Open Road: How AGU chose to ride into better product management experience

11:20 30 minutes presentation Stage 4
Serge Barnhoorn AGU

The AGU company is greater than simply the AGU brand. In addition to our own products under the AGU name and that of our sister brands Cordo and Fastrider, AGU B.V. also takes care of the distribution of all sorts of bicycling products, often on the basis of exclusivity. AGU B.V. delivers nearly everything that is for sale and a bicycle shop, with the exception of the entire bicycle.With SKU’s rising AGU needed to prioritise their tech stack and put PIM at the forefront in order to orchestrate a better product experience across all their brands.

Serge Barnhoorn

Serge Barnhoorn


“When you ask any of my colleagues about me, they will tell you about my focus to achieve results and the business mind that helps me get that done.”

“I see myself as a flexible and creative solution finder, I’ve always taken every opportunity to extend on my experience and knowledge. I always aim to deliver the best possible customer experience, building on communication, processes and strong team ownership. Doing, so customers and team members know me as reliable, fair and transparent.”

“The one thing that gives me energy is a team(member) that I can help get the full out of them or more by coaching for there team/personal excellence.” – Serge Barnhoorn

It all comes down to “help me help you.”

Specialism; leadership, building ownership and communication.

Passions; coaching, training and travel.

Leisure; rugby, referee and beer brewing.

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