Behind The Scenes Industry Veteran Passes Away

SAN FRANCISCO, CA—Michael Cramer, who redefined the overseas supplier relationship at Trek and Specialized, passed away in July. He was 47.

Executives at various industry companies called Bicycle Retailer & Industry News, praising Kramer's professional competence, keen wit and dry sense of humor.

"He was funnier than hell—a real character. He could be just like a little kid. He would poke at anybody; he didn't care who they were. He was a very smart guy," said John Burke, Trek Bicycle's president.

Yet he was a hard-driving businessman, who helped Trek and Specialized improve working relationships with foreign suppliers.

"He had an incredible sense of humor, but he was always saying 'Let's stop horsing around. Let's get moving.' He was a behind-the-scenes guy who had a lot of impact and commanded a lot of respect, especially in the Orient," said Mike Sinyard, Specialized's president.

After three years with Trek, Cramer returned to his native California and soon joined Specialized to oversee product development and manage international sourcing. Mark Norris, now RockShox's vice president of sales and marketing, worked with Cramer managing the bicycle line at Specialized.

Michael pioneered many aspects of sourcing complete bicycles from overseas. His understanding and respect for the diverse Asian business cultures allowed him to break down some of the walls normally associated with international sourcing," Norris said.

"He never ceased to amaze me with his ability to attain product goals, all the while retaining respect from these oversees suppliers.

"It was Michael's demeanor outside the workplace that, at times, contrasted with his powerful business drive, which I will miss the most. Rarely had I ever met a kinder, more selfless person," Norris said.

Sinyard remembered Cramer as a high-impact player and a visionary.

"He had ideas for a comfort bike way before anybody else did. I remember other people in the company saying 'No, no, that's just a dork bike. It will never sell,'" Sinyard said.

Cramer worked at Specialized from 1989 until 1996. From Specialized he moved to Rofu, a shoe design company in Palo Alto, California.

After leaving that company, Rofu staff—like others in the bike industry—lost contact with Cramer.

In July, he took his own life. No services were held. He is survived by his sister Connie, and while without children, he was godfather to three.

"He was a very private person, but just a tender heart of a guy," said Charlotte Amdur, Specialized's human resources director. "It's sad that we lost such a caring and creative mind."

Cramer's quiet disposition prevented him from being known to those who didn't work with him on a regular basis. He had a huge impact on the industry, but he preferred to keep a low profile.

"I can guarantee you he never went to an industry party—he thought it was all bullshit. He focused on substance. But he was the kindest, most selfless person you could know," Norris said.