Dynamo Retail Group
InContext Consultancy Group > Dynamo Retail Group

Dynamo Retail Group

Dynamo Retail Group is an ambitious retail business within the bicycle industry, with over 850 stores across the Netherlands, Belgium, and Germany.

As CEO Herman Bramer explains, “We recently unveiled our new strategy focusing on added value to consumers and developing value for our retail partners, in close cooperation with strong partnerships in the value chain. We committed ourselves to ambitious new goals. As an organisation we were delivering strong results in a stable business situation. However, the old well-established practices and ingrained habits do not work anymore, as an organisation we need to change and get out of our ’silos’ and think and act cross-functional. To align our culture with our strategic aspirations, we engaged InContext to guide our transformation.”

The Steps

Martine Klomp, HR Manager explains: “In collaboration with InContext, we defined and implemented four core principles to underpin our new culture. This involved a multi-step process:

  1. We initiated the process by convening two sessions with our management team to articulate our desired culture and core principles.
  2. To foster engagement and gather diverse perspectives, we organised a cross-departmental session to facilitate open dialogue.
  3. Subsequently, each department convened to determine the practical implications of the new culture within their respective domains.
  4. Recognising the need for interdepartmental exchange and feedback, we organized a feedback forum, in the form of a “market day”.
  5. To equip managers with the necessary tools to steer their teams towards the new culture, we delivered appropriate training sessions for their needs.
  6. We celebrated our cultural evolution and achievements with an engaging and interactive event Dynamo day.”
The Steps

The result

Herman Bramer: “We are already witnessing enhanced collaboration and unity among departments. The organisation feels more cohesive, and many entrenched perceptions have dissipated.

We have laid a strong foundation for future growth and established a shared language that encourages self-reflection and mutual accountability. While culture is a living, ever-changing entity, we have made substantial progress towards our goals. This investment has undeniably yielded positive results, as our new strategy and culture are already delivering tangible outcomes.”

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