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Chervon, parent of Skil, Flex, and EGO, has appointed Trevor Bithrey as 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 CEO Joe Galli. The moves continue a broader leadership reshuffle at the tool maker.
Chervon, the parent company of the Skil, Flex, and EGO power tool brands, has announced a new round of leadership changes: Trevor Bithrey has joined the company 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 – FLEX. Both will report directly to Chervon’s new CEO, Joe Galli, according to the announcement reported by ToolGuyd.
According to the announcement, Bithrey brings more than 25 years of industry experience and has contributed to building the positions of Dewalt and Milwaukee Tool in the Canadian market. His online profile shows he spent over 12 years with Milwaukee Tool in leadership roles, ending in mid-2023.
In his new role, Bithrey will join a newly formed Chervon Global End User Research and Jobsite Marketing Team, reporting directly to CEO Joe Galli. The creation of this team signals that Chervon is investing in research aimed at professional users on job sites, rather than relying only on traditional product planning.
Gee’s promotion comes after only a short tenure at Chervon North America — a couple of months, according to his online profile as cited by ToolGuyd. His prior experience includes more than 11 years at Milwaukee Tool, including nearly three years as Director of Product Management. Per the announcement, Galli praised Gee’s “impressive international pro tool experience” and “outstanding leadership skills,” calling him a “great choice to assume the key Vice President of Product Development role for FLEX.” Gee will also report to Galli.
What the Appointments Signal for Chervon
The appointments matter for several reasons. First, both roles report directly to new CEO Joe Galli, indicating that Chervon’s leadership is concentrating product development and pro-market strategy close to the top of the organization during a period of transition.
Second, the hires emphasize the professional tool market. Bithrey’s mandate — end user research and jobsite marketing — and Gee’s role leading FLEX product development both target pro users, the segment where Flex competes against entrenched brands like Milwaukee and Dewalt. Notably, both executives built their careers at those competing brands, which Chervon appears to be leveraging as it builds out its pro strategy.
Third, Gee’s rapid promotion after only a couple of months at Chervon North America suggests the company is moving quickly to fill key product leadership positions rather than conducting extended internal searches.
Chervon’s Leadership Reshuffle So Far
Chervon owns or manages several tool brands familiar to North American users, including Skil, Flex, and EGO, the latter known for its battery-powered outdoor power equipment.
These appointments are part of a broader series of leadership changes at the company. ToolGuyd has previously reported on Chervon’s leadership transitions under Joe Galli, the new CEO, including the earlier piece “Will Flex and Skil Thrive Under New Leadership?” The latest announcements continue that pattern, with senior roles being filled or reshaped and reporting lines running directly to Galli.
The formation of a Global End User Research and Jobsite Marketing Team is presented in the announcement as a new organizational element, suggesting Chervon is adding research capability focused on how professional users work on job sites.
“[Kevin Gee has] 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)
Details Not Yet Public
Several details remain unclear. The announcements did not specify start dates for either role, the size of the newly formed Global End User Research and Jobsite Marketing Team, or how responsibilities are divided between that team and existing marketing groups.
Chervon has not publicly detailed its broader leadership plan or whether additional appointments are planned. It is also not yet clear how these changes will affect product roadmaps for Flex and Skil, or whether further restructuring is underway at EGO.
Bithrey’s role is specific to Canada; whether Chervon plans similar end-user research roles in the U.S. or other markets has not been announced.
Watch Flex’s Product Direction
The most direct indicator of these changes will be Flex’s product pipeline: as VP of Pro Product Development, Gee will shape what the brand releases for professional users in the coming cycles.
Observers will also watch for further leadership announcements from Chervon as the restructuring under Galli continues, and for any visible output from the new Global End User Research and Jobsite Marketing Team in Canada. Additional reporting from industry outlets such as ToolGuyd will likely track subsequent moves.
Key Questions
Who is Trevor Bithrey and what will he do at Chervon?
Trevor Bithrey is Chervon’s new Vice President of Pro End User Marketing and Research in Canada. He has over 25 years of experience, including more than 12 years at Milwaukee Tool, and will join a newly formed Global End User Research and Jobsite Marketing Team reporting to CEO Joe Galli.
Who is Kevin Gee and why was he promoted?
Kevin Gee has been promoted to Vice President of Pro Product Development – FLEX. He had been at Chervon North America for only a couple of months, per his online profile, and previously spent over 11 years at Milwaukee Tool. CEO Joe Galli cited his international pro tool experience and leadership skills.
Which tool brands does Chervon own?
Chervon is the parent company of Skil, Flex, and EGO, covering power tools, pro-grade cordless systems, and battery-powered outdoor power equipment.
Do these appointments affect Flex and Skil products?
Gee’s role directly oversees Flex product development, so future pro-focused product decisions will flow through his team. The effect on Skil is less direct and has not been detailed by Chervon.
Who do the new executives report to?
Both Bithrey and Gee report directly to Joe Galli, Chervon’s new CEO, according to the announcement.
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