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Chain Reaction bolsters event promotions

Published December 16, 2011

BALLYCLARE, U.K. (BRAIN)—Online retailer Chain Reaction Cycles has hired an events team to oversee the its increasing presence at global races, including the Sea Otter Classic.

The team is made up of Simon Cordner, Grant Norris and Lee Kincaid, a group with more than 25 years’ experience in event management.

The focus will be on road, mountain bike and triathlon events like The London to Paris cyclosportive and Chain Reaction’s own MTB Marathon Series, with the goal of meeting Chain Reaction’s customers face-to-face.

In 2012, the series expands with a new venue in Abergavenny, South Wales and the new Vitus Sportive Series with five stops around the U.K. In a press release about the new events team, Chain Reaction said the team was particularly excited to meet US customers at next year’s Sea Otter, and hoped that event would become a regular feature on its annual calendar. Chain Reaction is also a sponsor of the four-day California festival.

Other stops include the Vattenfall Cyclassics in Hamburg, Germany, and the Alpine Challenge in Annecy, France.

“We’re looking at a busy year ahead, but it’s an excellent opportunity for our customers to see some of the great products CRC have to offer,” Kinkaid said.

Chain Reaction’s website gets about 1.5 million hits per month. The company fulfilled 1.3 million orders last year and reported sales of 109.4 million British pounds and pre-tax profits of 13.3 million pounds.

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