January 23, 2025 - PORT COQUITLAM, BC.
Live to Play Sports Group (LTP) and Norco Bicycles are celebrating over 60 years in the bike industry and are announcing that Alan Lewis, son of founder Bert Lewis, is taking the helm as General Manager.
The Lewis family would like to thank outgoing CEO Sean Sullivan for his two years of leadership at LTP/Norco.
"This transition represents another pivotal moment in our history, solidifying our family's commitment to uphold Bert's legacy of integrity, honesty and innovation," said Alan Lewis.
"While there have been challenges in the global bike industry the past two years, we know there are huge opportunities ahead of us," Lewis said. "We have an incredible team across Norco and LTP and I look forward to working with them to deliver the next chapter in our proud history."
As a world leader in high-performance bikes, Norco will continue to build on its network of valued suppliers, bike dealers, and customers around the world. Later this year, the company plans to begin selling direct-to-bike dealers in Australia, building on the success of the brand in that market.
Norco's bike division has a large funnel of exciting new product launches for 2025 and 2026 and continues to build out its R&D capacity and facility.
The company also remains committed to the incredible Norco Race Division team led by downhill racing legend Greg Minnaar and is stoked to watch its world-class riders showcase Norco's industry-leading bikes on downhill tracks in 2025 and beyond.
"There is something special when you're a part of a family-run business like Norco. There's this deep sense of tradition but it also gives us the flexibility to innovate and adapt in ways that sets us apart from the rest. With Alan Lewis stepping in as General Manager, it feels like this next chapter is being written by someone who truly gets what Norco's culture is all about. Alan has grown up with this brand, he's lived it, and now he's bringing that passion and understanding to lead us forward. With Alan's leadership and the Norco Race Division team that we've managed to put together, I can't wait to get racing." – Greg Minnaar
About Norco Bicycles
Founded as Northern Cycle Industries in 1964, Norco is a global leader in high- performance mountain bikes, known for its commitment to innovation, quality craftsmanship, and the pursuit of trail-blazing excellence. The mountains and trails of BC are hard-wired into the DNA at Norco, and they will always be the ultimate inspiration for the character and performance of every Norco bike. Norco.com
