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Chervon, parent of Skil, Flex, and EGO, has named Trevor Bithrey Vice President of Pro End User Marketing and Research in Canada and promoted Kevin Gee to Vice President of Pro Product Development for Flex. Both will report directly to CEO Joe Galli, continuing a wave of leadership changes at the tool maker.
Chervon, the parent company of the Skil, Flex, and EGO power tool brands, has announced a new round of leadership appointments, naming Trevor Bithrey as Vice President of Pro End User Marketing and Research in Canada and promoting Kevin Gee to Vice President of Pro Product Development for Flex. Both executives will report directly to CEO Joe Galli, according to the company’s announcement reported by ToolGuyd. The moves continue a broader leadership shake-up as the company positions its professional tool business for growth.
According to the announcement, Trevor Bithrey brings more than 25 years of industry experience and has contributed to building up Dewalt’s and Milwaukee’s positions in Canada. His online profile shows he spent more than 12 years with Milwaukee Tool in leadership roles, ending in mid-2023. Bithrey will join a newly formed Chervon Global End User Research and Jobsite Marketing Team, a group created as part of the company’s renewed focus on professional users.
Kevin Gee’s promotion to Vice President of Pro Product Development for Flex comes after only a couple of months at Chervon North America, according to his online profile. His prior experience includes more than 11 years at Milwaukee Tool, including nearly three years as Director of Product Management.
In the announcement, CEO Joe Galli praised Gee for having “impressive international pro tool experience” and “outstanding leadership skills,” calling him a “great choice” for the Flex product development role. Like Bithrey, Gee will report directly to Galli, concentrating product and marketing authority with the chief executive.
What the Hires Signal for Flex and Skil
The appointments matter for buyers and industry watchers because Chervon’s professional tool brands — particularly Flex, which is competing directly against Dewalt and Milwaukee in the cordless pro market — depend heavily on product development speed and jobsite-level marketing credibility. Recruiting two veterans with deep Milwaukee Tool backgrounds suggests Chervon is deliberately importing expertise from the market leader in professional power tools.
The creation of a Global End User Research and Jobsite Marketing Team also indicates a shift toward research-driven product decisions aimed squarely at professional users, a segment where Chervon has historically had less traction than its consumer-facing Skil and EGO lines. The fact that both roles report directly to CEO Joe Galli signals that professional-market execution is a top-tier priority for the new leadership.
Chervon’s Leadership Overhaul Under Joe Galli
These appointments are the latest in a series of leadership changes at Chervon since Joe Galli took over as CEO. Galli, a veteran executive previously associated with the power tool industry, has been reshaping the executive team across the company’s North American operations. ToolGuyd, which first reported the news, has previously posed the question of whether Flex and Skil will thrive under the new leadership, reflecting broader industry speculation about the brands’ strategic direction. Bithrey’s arrival from Milwaukee Tool — where he spent over 12 years — and Gee’s 11-year Milwaukee tenure continue a pattern of Chervon drawing senior talent from established pro-tool competitors.“impressive international pro tool experience”
— Chervon CEO Joe Galli, via company announcement
What the Announcement Leaves Open
The announcement does not specify when Bithrey and Gee officially start in their new roles, nor does it detail the size or full composition of the newly formed Global End User Research and Jobsite Marketing Team. Bithrey’s specific mandate in Canada — versus the team’s global scope — is not fully explained.
It also remains unclear whether these appointments are part of a larger planned restructuring or whether further executive changes are coming. Chervon has not publicly stated how the new roles will affect existing product roadmaps for Flex, Skil, or EGO, and no financial or sales targets tied to the hires have been disclosed.
Watching Flex’s Product Pipeline
Industry observers will be watching for new Flex product announcements in coming trade show seasons, particularly any releases that reflect Gee’s product development priorities. Additional appointments to the Global End User Research and Jobsite Marketing Team are likely to be announced as the group takes shape.
Readers can also expect further reporting on whether the Galli-led restructuring produces visible changes in Skil and EGO branding and distribution. ToolGuyd and other trade outlets have indicated they will continue tracking the leadership changes as they develop.
Key Questions
Who are the new Chervon executives?
Trevor Bithrey joins as VP of Pro End User Marketing and Research in Canada, and Kevin Gee has been promoted to VP of Pro Product Development for Flex. Both report directly to CEO Joe Galli.
Where did the new hires come from?
Both previously worked at Milwaukee Tool. Bithrey spent over 12 years there in leadership roles before departing in mid-2023, and Gee spent over 11 years there, including nearly three years as Director of Product Management, before joining Chervon North America a few months ago.
What is the new Chervon Global End User Research and Jobsite Marketing Team?
According to the announcement, it is a newly formed team focused on researching professional tool users and jobsite marketing. Bithrey will be part of it. Its full size and scope have not been disclosed.
How does this affect Flex, Skil, and EGO customers?
No immediate product changes have been announced. The hires suggest Chervon is investing in professional-market product development and marketing, which could shape future Flex releases, but specific roadmap impacts are not yet known.
Who is Joe Galli?
Joe Galli is Chervon’s CEO and the executive to whom both new vice presidents will report. He has been leading a series of leadership changes across the company’s tool brands.
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