Former Mavic Marketing Professional Opens New Agency
Golden, Colorado, March 9, 2026 - Feedback Sports is pleased to announce their engagement of “Pedals Ready Go,” a new European marketing agency headed by marketing veteran Michel Lethenet.
“We are confident that Feedback Sports has significant unrealized potential in the European market,” said Jeff Nitta, President. “Our distributors and commercial partners on the continent are clearly dedicated to growing our brand in the EU, but we recognize their challenge of elevating a small, niche brand in a crowded market. Therefore, it’s our goal to accelerate and support their marketing efforts by adding Michel as an additional resource.”
Lethenet is a long-time marketing professional based in Annecy, France. Prior to starting his agency, Lethenet managed media relations and marketing as the Global PR manager at legendary wheel brand Mavic from 2001-2025. Highly regarded among peers, Lethenet brings a wealth of experience and a deep roster of industry contacts.
“I welcome the challenge of introducing Feedback Sports to a larger audience in Europe,” said Lethenet. “It’s clear that the products are distinctive, high-quality, and highly respected by the people who know about Feedback Sports. Now, we have to help more people to know about them,” he said.
Lethenet’s appointment signals a shift from purely functional distribution to a brand-led storytelling approach in Europe. His deep understanding of technical product performance—honed over two decades at Mavic—perfectly aligns with the precision engineering Feedback Sports is known for.
Lethenet will liaise with Feedback Sports distributors including the Paul Lange Group in Germany, Apesud in France, Myrco Sport in Spain, and Intercycle in Switzerland. By providing localized marketing expertise and high-level media coordination, Lethenet will empower our European partners to convert brand respect into broader retail adoption and consumer loyalty.
Look for Michel Lethenet and Feedback Sports at the Paul Lange Group exhibit during the Cyclingworld Europe show in Dusseldorf March 20-22. Find Feedback Sports in the USA during the Sea Otter Classic, April 16-19 at booth P15.
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Headquartered in Colorado, USA, Feedback Sports offers a full line of professional grade bicycle repair stands, precision bike tools, elegant bicycle storage products and innovative training hardware. Our designs are a reflection of our internal passion as dedicated cyclists, racers and skilled mechanics. In use at the highest level of every discipline of cycling, our products are the premiere choice of discerning cyclists and mechanics globally.
