ASSOS of Switzerland is pleased to announce that Bill Fraser is joining its executive team at its headquarters in Ticino Switzerland as Director of Marketing, beginning 18th November 2019. Bill brings 20 years of international marketing and commercial experience from working at Procter & Gamble and Mavic across multiple countries, cultures, and product categories. In his new role, Bill will report directly to ASSOS CEO Derek Bouchard-Hall and work closely with the ASSOS Board to continue the brand’s recently accelerated growth.
“We are thrilled to have Bill join ASSOS at this exciting time when we are developing the most extensive and highest performing product range in our history. Bill is deeply passionate and knowledgeable about cycling, which combined with his skills and experience in brand building, will really help us to better communicate to the global cycling community our focus on developing the world’s best cycling apparel,” said Bouchard-Hall.
“It’s a real honor to join such an iconic brand as ASSOS which truly lives and breathes cycling. The care and attention they put into developing their clothing is on a level I’ve never seen before,” said Bill. “I can’t wait to start working with ASSOS’ incredible network of dealers and retail partners, the Swiss & USA cycling federations, Team Dimension Data world tour athletes, and a diverse group of ambassadors in both road and mountain biking to tell the story of ASSOS!”
About ASSOS
After more than 40 years making apparel for the most passionate cyclists, ASSOS places great emphasis on delighting the rider who lives to push the limits. In 1976, ASSOS of Switzerland was founded by Toni Maier with an unlikely advancement, the first carbon fiber bicycle frame. While endlessly researching aerodynamics on the bike in the wind tunnel, Toni soon came to realize that the clothing the riders were wearing was in fact the main cause of drag. At this point, Toni turned his attention to clothing and invented the first Lycra® cycling shorts. This invention led to pro teams paying to wear ASSOS shorts during the Tour de France and to date, ASSOS is proud to have played a role in more than 350 gold medals at world championships and Olympic games. ASSOS works side by side with suppliers and gathers feedback from its internal test team to produce fabrics that offer optimum comfort for the rider. As a result of its continual investment in R&D, the pioneering company is behind additional key innovations that have shaped the evolution of the cycling world and have now become industry standards. These include the first sublimation of a cycling jersey in 1980, the first elastic interface cycling short insert in 2001 and the creation of the fastest bodysuit on earth in 2004. Today, ASSOS prides itself on supplying total cycling comfort to the top level within competitive cycling through multiple sponsorships of World Tour teams and riders. But away from the medal haul, passionate and ambitious cyclists in more than 30 countries across the globe glean the same benefits from the ASSOS innovation, thanks to the brand’s worldwide distribution via 1,000 independent top bike stores as well as its own boutiques and corporate online store.
