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Tomac Launches U.S. Dealer Program

Published January 17, 2008

LINCOLN, NE (BRAIN)—Tomac Mountain Bikes has launched a U.S. dealer program.

Phil Doerflein, a bike industry veteran of 20 years, and a former IBD dealer from the Pacific Northwest, has been hired to manage U.S. sales for Tomac.

“The response to the new line of Tomac bikes has been phenomenal,” said Tomac's owner Joel Smith. “We’ve expanded the models, introducing three new bikes this year, and now have a line that will be very attractive for dealers.”

The Tomac brand is the namesake of racing legend John Tomac and was relaunched in 2006 by former Manitou brand manager Joel Smith. The focus is on high-end mountain bikes for discerning riders.

“Tomac bikes resonate with top tier mountain bikers, and shops who want to service these riders,” Doerflein said. “The brand is once again situated at the high end and can really help cutting edge shops remain the choice for discriminating buyers.”

Tomac is interested in creating relationships with dealers that share this passion for quality and performance. In addition to an in-depth sales training program, Tomac has full time dealer technical support to answer any technical questions.

“Now, we are in a position to capitalize on this demand and I think Phil is the perfect person to make it happen”, said Smith. “He is passionate about the bike industry and brings with him a personal perspective in creating relationships between Tomac and retailers.”

As an additional opportunity to create relationships with bike shop owners and employees, Tomac is extending a special invitation for those shops who may want to “test the waters”.

If located outside of an established dealer territory an IBD or employee can purchase any complete bike or frame model. This does not make the shop an authorized dealer, but gives Tomac and the dealer the chance to share in the passion and quality of the new Tomac bikes before making any long term commitments.

Tomac dealer requirements are simple: a minimum purchase of three bikes.

Tomac would also like to reach out to previous Tomac dealers who sold the brand during the ABG years. Doerflein can be reached at or mobile 208-721-2539.

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