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Chervon, parent of Skil, Flex, and EGO, named Trevor Bithrey VP of Pro End User Marketing and Research in Canada and promoted Kevin Gee to VP of Pro Product Development for FLEX. Both will report directly to new CEO Joe Galli as the company continues reshaping its leadership team.
Chervon, the parent company of the Skil, Flex, and EGO power tool brands, has announced two new leadership appointments: Trevor Bithrey has joined as Vice President of Pro End User Marketing and Research in Canada, and Kevin Gee has been promoted to Vice President of Pro Product Development for FLEX. Both executives will report directly to Chervon’s new CEO, Joe Galli, according to the announcement reported by ToolGuyd.
Bithrey brings more than 25 years of industry experience to the role, according to the announcement, and is credited with contributing to building the market positions of DeWalt and Milwaukee Tool in Canada. His online profile shows he spent more than 12 years with Milwaukee Tool in leadership roles, a tenure that ended in mid-2023.
In his new position, Bithrey will join what Chervon describes as a “newly formed Chervon Global End User Research and Jobsite Marketing Team.” The creation of this team signals a fresh organizational structure aimed at understanding professional tool users, and Bithrey will report directly to CEO Joe Galli.
Gee’s promotion to VP of Pro Product Development for FLEX comes after only a short stint at Chervon North America, having been with the company for just a couple of months prior to the announcement, according to his online profile. Before joining Chervon, Gee accumulated more than 11 years at Milwaukee Tool, including nearly three years as Director of Product Management. Like Bithrey, Gee will report directly to Galli.
Why These Hires Matter for Flex and Skil
The appointments continue a pattern of Chervon recruiting executives with deep experience at Milwaukee Tool, one of the dominant brands in the professional power tool market. Bithrey’s background in building DeWalt’s and Milwaukee’s Canadian presence, and Gee’s product development experience, suggest Chervon is focusing on strengthening its position with professional users — the segment where its FLEX brand competes most directly against established players.
The fact that both executives report directly to CEO Joe Galli indicates these roles carry weight at the top of the organization. The newly formed Global End User Research and Jobsite Marketing Team also points to investment in understanding how tools are actually used on job sites, which typically informs product roadmaps and marketing strategy.
For buyers and followers of the Skil, FLEX, and EGO brands, leadership changes of this kind often precede shifts in product strategy, distribution, or brand positioning. Readers who have invested in the FLEX 24V cordless platform or EGO’s outdoor equipment ecosystem may see the effects of these hires in future product decisions.
Chervon’s Leadership Overhaul Under Joe Galli
These appointments are the latest in what ToolGuyd describes as a new round of leadership changes at Chervon. The company has been reshaping its executive ranks under Joe Galli, who is identified as the new CEO overseeing the brands.
Gee’s rapid rise is worth noting: according to his online profile, he had been at Chervon North America for only a couple of months before being promoted to the VP role. That pace suggests either strong early performance or a deliberate move by Galli to place trusted, experienced operators into senior positions quickly.
ToolGuyd previously posed the question of whether Flex and Skil will thrive under the new leadership, reflecting ongoing reader interest in how the brands will perform as Chervon repositions itself in the competitive pro tool market against rivals like Milwaukee, DeWalt, Makita, and Bosch.
“impressive international pro tool experience and outstanding leadership skills, making him a great choice to assume the key Vice President of Product Development role for FLEX.”
— Joe Galli, CEO of Chervon (per the announcement)
What the Announcement Leaves Unanswered
The announcement does not detail the scope of responsibilities for either role beyond their titles, nor does it explain how the newly formed Global End User Research and Jobsite Marketing Team will be structured or staffed.
It is not yet clear how these appointments will translate into concrete product or marketing changes for Skil, FLEX, or EGO. The announcement also does not address other open questions about Chervon’s broader restructuring under Galli, including whether additional leadership changes are planned.
Details about compensation, team size, and timelines were not disclosed, and Chervon has not publicly commented beyond the announcement itself.
Watching for Chervon’s Next Moves
Observers of the power tool industry will be watching for additional leadership appointments as Chervon continues its reorganization, as well as for the first signs of strategy shifts under the new executives — such as new FLEX product launches, expanded Canadian market activity, or initiatives stemming from the Global End User Research and Jobsite Marketing Team.
Industry outlets like ToolGuyd are likely to continue tracking whether these hires translate into stronger market positioning for FLEX and Skil against Milwaukee and DeWalt. Readers can also expect future announcements clarifying how Chervon’s brand portfolio — including the outdoor-focused EGO line — fits into the new organizational structure.
Key Questions
Who are the new Chervon executives announced?
Trevor Bithrey joined Chervon as Vice President of Pro End User Marketing and Research in Canada, and Kevin Gee was promoted to Vice President of Pro Product Development for FLEX. Both report directly to CEO Joe Galli.
What experience do Bithrey and Gee bring?
According to the announcement and their online profiles, Bithrey has over 25 years of experience, including more than 12 years at Milwaukee Tool, and helped build DeWalt’s and Milwaukee’s positions in Canada. Gee spent over 11 years at Milwaukee Tool, including nearly 3 years as Director of Product Management.
Which tool brands does Chervon own?
Chervon is the parent company of Skil, Flex, and EGO. FLEX targets professional users, EGO focuses on outdoor power equipment, and Skil serves the consumer and prosumer segments.
How long had Kevin Gee been at Chervon before his promotion?
According to his online profile, Gee had been at Chervon North America for only a couple of months before being promoted to the VP of Pro Product Development role for FLEX.
Why do these appointments matter to tool buyers?
Leadership changes at Chervon often signal shifts in product strategy and brand positioning. For buyers invested in FLEX, Skil, or EGO ecosystems, these hires — both with deep Milwaukee Tool experience — suggest a stronger push into the professional tool market, which could influence future product development.
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