A visionary entrepreneur and the driving force behind United Wheels’s global expansion, Bailey Liu became 100% owner of United Wheels—including U.S. operations—in 2019. Under his leadership, the company has accelerated growth through innovation, vertical integration, and global market expansion.
Alex brings decades of operational and financial leadership in global manufacturing. He helps oversee United Wheels’s strategic direction across Asia and beyond.
With a proven track record of scaling outdoor and lifestyle brands, Bruno leads United Wheels’s North American operations and brand portfolio, including Huffy, Niner, Buzz, and Batch.
Aaron ensures financial stability and scalability across global operations. His oversight spans capital planning, M&A, and financial strategy.
Nicola leads United Wheels’s global legal affairs, ensuring compliance, IP protection, and contract governance across jurisdictions.