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Haro Promotes Ayres to Director of North American Sales

Published October 13, 2023

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 Vista, CA— Haro Bicycles has promoted James Ayres to the position of Director of North American Sales. 

 “This is such an exciting time to be a part of Haro,” commented Ayres. Roughly 18 months ago we began a rebranding initiative that started with our product development team and has been carried through to every department in our building. I’ve never seen such an investment made in engineering, design, carbon molds, marketing efforts, etc. across so many different platforms; it’s truly next level.” 

 Ayres joined Haro in the Spring of 2007 as the brand’s Eastern Regional Sales Manager after a seven-year stint with Transworld Media as the Assistant Editor of Snap magazine and the industry publication, BMX Business News. During that time he oversaw multiple key accounts and half of the brand’s independent sales force. In 2016, he was promoted to Sales Operations Manager. Today he oversees all aspects of domestic sales, including an extensive independent sales force, and works closely with Haro’s Chief Commercial Officer. 

 “This is a big challenge, no doubt, but I’m surrounded by a team that’s both inspirational and driven. What we’re about to launch will truly show the world that we’re ready to play at the next level, not just in terms of product, but speaking to dealer support as well. We’ve always been an IBD-focused brand; this year we’ve created a sales program that maximizes margin opportunities in ways we’ve never done before. I can’t wait to show our dealers what we’ve been working on!” exclaimed Ayres. 

 About Haro Bicycles

Known for pioneering the birth of the freestyle movement in the early 80s, Haro Bikes quickly developed into a global presence with storied roots in its competitive cycling DNA. Today Haro embarks on a new journey forward, one focused on cutting-edge development and industry-leading design, producing bikes designed by riders for riders who want something innovative, progressive and a step above. For more information what the brand’s cookin’, keep an eye on


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