- Axel Giesen to take over as General Manager Germany on February 2, 2026
- Focus on core business, rider gear, and European integration
- Over 30 years of experience in the motorcycle industry
After more than four decades of company history, Paaschburg & Wunderlich is once again focusing on the further development of the German market. With the appointment of Axel Giesen as General Manager Germany, the management team in Germany is being reorganized in order to sustainably expand and strategically develop the existing business.
New responsibility for the German market
Axel Giesen will take up his new position on February 2, 2026. In his role, he will be responsible for both the strategic direction and the operational business of the German location. The aim is to further drive growth in the German market and consolidate the company’s position in the retail sector.
Particular attention will be paid to strengthening the core business. In addition, his key tasks will include the further development of the Rider Gear segment and closer integration with the company’s European structures.
Many years of industry experience and market knowledge
Axel Giesen has been working in the motorcycle industry for over 30 years and has been active for various well-known motorcycle manufacturers. He brings with him extensive knowledge of the German retail market, where he continues to see great growth potential. Quality and service play a central role in his professional self-image.
His experience in management and sales will contribute to the further development of existing structures while ensuring stability. At the European level, Giesen reports to Gilles Greuillet, Managing Director Power Sports Europe.
Greuillet says:
“With Axel Giesen, we are gaining a leader who combines strategic thinking with operational implementation strength.”
“His experience in sales and his leadership style are an excellent fit for our goals in Germany and Europe.”
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A passion for motorcycles as part of his CV
In addition to his professional career, Axel Giesen is an active motorcyclist himself. He has competed in Super Moto and Superbike, among other series, and is an enthusiastic enduro rider. Even when he is not involved in motorcycle racing, he closely follows enduro and motocross at the track.
Giesen says of his new role:
“What particularly appeals to me about my new role is the size and diversity of the Paaschburg & Wunderlich portfolio, as well as the opportunity to break new ground while building on continuity and stability in order to achieve success together.”
“The team won me over.”
Focus on continuity and sustainable development
With the appointment of Axel Giesen, Paaschburg & Wunderlich is deliberately focusing on continuity and stability. The company’s goal is to strengthen the German market in the long term and continue to position itself as a reliable partner for trade and industry.
Paaschburg & Wunderlich was founded in 1982 and is based in Glinde near Hamburg. The company is one of the largest wholesalers in the motorcycle industry in Germany and is a distributor of rider equipment, spare parts, and accessories for motorcycles, quads, and scooters.
What does this mean for me as a motorcyclist?
The appointment of a new General Manager Germany at Paaschburg & Wunderlich has no immediate impact on the everyday lives of motorcyclists. Changes are usually indirect and tend to be medium to long-term. A stronger focus on the core business and the rider gear segment may lead to a more targeted development of the range of rider equipment, accessories, and spare parts available in stores. At the same time, closer integration with European structures should ensure more stable processes, reliable supply chains, and consistent service quality. For motorcyclists, this means above all continuity in the existing range, supplemented by possible adjustments in the product range and availability, which will only become noticeable over time.
