Janus Smalbraak - CEO Pon Holdings


Janus Smalbraak started with his study in law at the University of Amsterdam after which he also achieved an MBA at the University of Bradford. Janus’s career started at NeSBIC after which he joined Pon Holdings in 2000 where he has had several different roles within the firm and then became the CEO since 2010. He is also chairman of the supervisory board of IMCD and board member of the RAI association. 


Pon is a leading family-owned multinational headquartered in The Netherlands. Pon employs over 15.500 people across six continents and in 34 countries. Pon’s renowned brands and over 110 businesses are organized into four main clusters: Automotive, Pon.Bike, Equipment & Power Systems and Agricultural Products & Services. What moves Pon is to keep people, cities and industries moving – in a more efficient and sustainable way. In the Netherlands, Pon is the biggest mobility group, providing millions of people with bikes, cars, and mobility services every day.


Pon is an importer of Volkswagen Group vehicles into the Netherlands. More than one in five cars sold in the Netherlands are Pon cars. In the U.S. Pon has a strong position in the luxury car market, representing not only the brands of the Volkswagen Group, but also other brands, including Aston Martin, BMW, Rolls-Royce and Land Rover. Pon is the official importer of Jaguar and Land Rover in Vietnam.


Pon.Bike is a leading player in the global bicycle industry, delivering approximately 2.8 million bicycles in 2022. Pon’s portfolio includes some of the best-known brands in the industry, including Gazelle, Kalkhoff, Urban Arrow, Caloi, Cannondale, FOCUS, Schwinn, Mongoose, Santa Cruz, GT and Cervélo. Through these brands, Pon offers a complete range of premium, urban, road, mountain and cargo bikes. More than 30% of the bikes Pon sells through independent dealers are e-bikes.

Equipment & Power Systems

Based on Pon’s dealership agreement with Caterpillar, Pon supplies machinery, equipment and engines to the power, shipping, mining, transport, civil engineering and construction industries. Pon’s Equipment & Power Systems business is focused on two main markets: the Netherlands and Norway. With Pon’s expertise, Pon can make an important contribution to the current energy transition.

Agricultural Products & Services

Through URUS, Pon is one of the world’s leaders in bovine genetics and artificial insemination. Pon also provides farmers with cutting-edge software to improve herd management and productivity. URUS has retail businesses in 17 countries worldwide and operates through distributors in more than 80 others. Approximately two-thirds of URUS’ revenues comes from the U.S. and Brazil.