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Bjarne Liseth has extensive experience in the cycling industry, currently serving as Category Manager for the bike division at Sportholding AS since its formation in January 2007 from the merger of Sport 1 Gruppen AS, Anton Sport, and Intersport Norway. Parallel to this role, Bjarne has also been Category Manager for the bike division at Sport 1 Gruppen AS since March 2007, focusing on brand and product development, marketing strategy, sales, budgeting, international trade, and contract negotiation. Prior to these positions, Bjarne held roles as Sales Manager for Merida at Stians Sport AS and Category Manager at Norbike AS and Gresvig AS, further solidifying significant expertise in bike category management over a professional career beginning in 1991.