Visionary. Global. Rider-Centric.

Covation’s leadership team brings deep industry experience, cross-continental expertise, and a shared commitment to innovation and sustainability. From the boardroom to the product floor, our leaders guide our brands, operations, and partnerships with strategic focus and relentless execution.

Bailey Liu

Chairman, Covation – Ningbo, China

A visionary entrepreneur and the driving force behind Covation’s global expansion, Bailey Liu became 100% owner of Covation—including U.S. operations—in 2019. Under his leadership, the company has accelerated growth through innovation, vertical integration, and global market expansion.

Alex Lam

Vice Chairman, Covation – Tseung Kwan O, Hong Kong

Alex brings decades of operational and financial leadership in global manufacturing. He helps oversee Covation’s strategic direction across Asia and beyond.

Bruno Maier

President & CEO, United Wheels – Miamisburg, Ohio

With a proven track record of scaling outdoor and lifestyle brands, Bruno leads Covation’s North American operations and brand portfolio, including Huffy, Niner, Buzz, and Batch.

Aaron Au

Group CFO, Covation – Hong Kong

Aaron ensures financial stability and scalability across global operations. His oversight spans capital planning, M&A, and financial strategy.

Nicola Teo

Group General Counsel, Covation – Hong Kong

Nicola leads Covation’s global legal affairs, ensuring compliance, IP protection, and contract governance across jurisdictions.