Country Manager North America

Want to join one of the fastest-growing lifestyle brands in cycling?

Pas Normal Studios is a brand of contemporary technical cycling apparel and casual clothing. Founded in 2015, we are headquartered in Copenhagen, Denmark, where we have our offices in a cool location in Nordhavn, right above our flagship store. 

The concept of Pas Normal Studios is to create technically perfect cycling apparel combined with visionary aesthetics. Through innovative designs, brand collaborations and sourcing of new textiles and production methods, Pas Normal Studios strives to bring out collections that define modern cycling in a new context. We focus on sustainable growth throughout Europe, Asia, and North America. 

You will be joining a fast-growing, internationally-orientated company with a great atmosphere. 

As Country Manager North America, the purpose of your position is to define and deliver the right market strategy and ensure the Pas Normal Studios business is developed successfully in the region, based on market insight and competitor analysis. You will work closely and ensure strong commercial alignment with CEO, Head of Marketing, Head of Retail and Head of Global Sales, who are all located in Copenhagen, Denmark. It is critical that you ensure that the North American strategy execution is done in accordance with global, functional strategies, but adapted to regional/national needs and requirements to ensure success in your market. 

To be a strong Country Manager, you need to be a strategist, unafraid to get things done, and someone the team can rely on. As the Country Manager, you must also educate Pas Normal Studios HQ functional areas about the North American markets’ needs so these can be incorporated into the global, functional strategies.

Key Responsibilities

Your tasks and objectives will include, but not be limited to:

  • Define and deliver a strategy for the North American markets

  • Ensuring that PNS grows in the US market as planned

  • Liaising with ambassadors in the cycling community

  • Lead the US employees to deliver strong results in Flagship store(s), via our whole sellers as well as our E-commerce/D2C

  • Identify and execute sponsorship agreements and activities in cooperation with our partnership manager

  • Ensure that our Destination Everywhere van supports building our community in North America

Knowledge, Skills and Abilities

  • To be successful in the role and to contribute to the future success of Pas Normal Studios we believe you need the following education, skills & abilities:

  • Bachelor's or master’s degree in business administration, management, or a related field

  • Strong commercial background as well as working experience as country manager in North America

  • Experience from selling through retail as well as wholesale and D2C

  • Strong skills in management/leadership, stakeholder management and a great relationship builder 

  • Solid knowledge of the North American cycling markets

  • Keen interest in cycling


We prefer the position to be placed in San Francisco, where our new Flagship Store is placed, but for the right candidate, this can be negotiated. However, we expect that in the short term, at least one week per month the team is gathered in San Francisco.

Direct reports

The US Sales Manager, Marketing Manager and General Store Manager in San Francisco will report to the new Country Manager. 

Reporting line

The Country Manager will report to the CEO of Pas Normal Studios

Additional information and your application

Applications are handled on an ongoing basis. Please send your application and CV marked “Country Manager North America” to If you have questions – send them to CEO Peter Lange at

All inquiries are treated confidentially.