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Wendy Booher to Join Ritchey International

Published March 31, 2024

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26 March, 2024 MENDRISIO, Switzerland — Ritchey International is excited to welcome Wendy Booher as the new European media and marketing coordinator. Booher brings abundant experience and expertise gained from several key positions she’s held in marketing and communications in the bicycle industry both in the U.S. and Europe. She has also supplied communications support to many brands in the cycling industry — including Ritchey — in a freelance capacity during the past eight years. She replaces outgoing International Marketing Manager, Jeff Lockwood.

“Having started out my cycling career in Northern California more than two decades ago, Ritchey has always been a presence in my career trajectory,” said Booher. “As I’ve focused more intently on materials, technology, and craftsmanship in recent years, Ritchey has proven to be an enduring brand. Collaborating with Ritchey in a freelance capacity has come naturally; now I’m looking forward to engaging with the brand in a deeper, more committed role.”

Booher will start her new position with Ritchey on 01 April.

Communicating the Ritchey experience will be Booher’s top priority, along with engaging with friends and fans of Ritchey, generating original communications collateral, and liaising with the media and creators. She willingly takes the torch from Lockwood, who has successfully managed the marketing department for Ritchey International, the European branch of the Ritchey brand, since 2017.

“Jeff has contributed to many key achievements in fundamental ways during his time with Ritchey,” said Riccardo Deliziosi, global director of sales and marketing for Ritchey. “His contribution to the life of the company during these past seven years will be highly regarded and we wish him well in his next endeavor.”

If you want to chat about Ritchey, reach out! Contact Wendy at

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