Dyste to represent Mt. Borah Cycling in Minn. • Mavic hires new East Coast sales promoter • Boa adds to marketing department • Diamondback launches new website • Erik Zabel to ride Berkshire Cycling Classic Cyclosportif • New Garneau-Quebecor team launched
COON VALLEY, WI (BRAIN) Monday April 16 2012 8:28 AM MT—Mt. Borah has hired John Dyste to represent the company’s custom cycling clothing line in Minnesota. Dyste has been with Mt. Borah for the past two years, acting as winter sports sales manager.
“With John being based out of the Twin Cities market place, and his extensive knowledge of the cycling market, it only made sense that we would eventually leverage his expertise to include our custom cycling line. Our involvement with the newly formed Minnesota NICA (high school mountain bike racing league) has proved to us that there is a tremendous crossover between ski and cycling programs and we plan to take full advantage of this unique opportunity,” said Chris Jackson, the company owner.
Dyste will represent Mt. Borah at the Minnesota NICA kick off summit held at Quality Bicycle Products in Bloomington, Minnesota, this week.
Mavic hires new East Coast sales promoter, David O’Connell
HAVERHILL, MA (BRAIN) Monday April 16 2012 8:58 AM MT—Mavic, Inc. has hired David O’Connell as East Coast sales promoter. O’Connell joins Dan Crean (Rocky Mountains) and Eric Zimmer (West Coast) to provide additional sales and marketing support to Mavic dealers and the Mavic independent rep network.
“The role of sales promoter encompasses a wide range of sales and marketing support, in terms of shop visits, sales training, tech clinics, POP installation, and consumer events,” said national sales manager Larry Burke. “Eric and Dan have proven to be a big benefit to Mavic dealers in the West, and now we’re thrilled to have David joining the team to boost our presence on the East Coast.”
O’Connell has been in the bike industry for 12 years, starting with a retail and service position in Chicago. He comes to Mavic from Trek Bicycles, where he worked as a product specialist in the marketing department since 2007.
Boa adds to marketing department
DENVER, CO (BRAIN) Monday April 16 2012 8:53 AM MT—Boa Technology, makers of the Boa Closure System, is pleased to announce the expanding of its marketing department with the hiring of Elizabeth Moore as marketing manager and Claire Sprague as senior graphic designer.
Moore, who will manage daily marketing goals and tactics, recently worked for Boulder-based marketing agency Sterling-Rice Group as a senior digital planner. Prior to Sterling-Rice Group, Moore worked for Chicago-based Starcom Worldwide, where she supervised national brand strategy and digital activation for Sara Lee, with a special focus on action-sports marketing campaigns.
Sprague joins Boa after six years with Denver-based Juice Communications, working on brands like Western Union, NBC Universal, Globus, and Hewes Marine Company. In addition to providing art direction, she led the creative staff and worked with external vendors.
Diamondback launches new website
KENT, WA (BRAIN) Monday April 16 2012 8:40 AM MT—The redesigned Diamondback Bicycles website is said to offer a "pleasant and intuitive user experience though bold, clean graphics, enticing colors and completely redesigned navigational tools."
“Our online visitors will now experience a more vibrant and seamless view of the entire Diamondback line,” said Jon Kennedy, Marketing Manager for Diamondback. “Easy navigation and loads of informative content help to answer every possible question someone could ask. In the same way that our dealers inform and guide the consumer towards an appropriate bike, our new website will offer wide-ranging resources to educate and direct the consumer through the decision-making process.”
Retired pro Erik Zabel to ride Berkshire Cycling Classic Cyclosportif
LENOX, MA (BRAIN) Monday April 16 2012 8:43 AM MT—Retired cycling legend Erik Zabel will ride the first annual Berkshire Cycling Classic Cyclosportif here on May 6. The event is the American stop on the 15-event UCI World Cycling Tour.
With over 200 professional wins, Zabel is considered as one of the greatest German cyclists and best sprinters in cycling history. Zabel won a record six consecutive green jerseys designating the best sprinter of the Tour de France between 1996 and 2001. He was also best sprinter at the Vuelta a España three times (2002-03-04) as well as winning Italy’s most famed racing classic, Milano–San Remo, four times. Zabel retired from pro cycling in 2008.
New Garneau-Quebecor team launched
MONTREAL, Quebec (BRAIN) Monday April 16 2012 8:47 AM MT—Louis Garneau Sports, and media company Quebecor, are co-sponsoring the new 25-member Garneau-Quebecor road cycling team, made up of 11 riders from Québec, 12 from Ontario, the Maritimes and British Columbia, and two from New Zealand.
The aim of the team is to develop world-class cyclists.
“That’s the team’s main raison d’être,” said Louis Garneau. “We want to give our talented young athletes an opportunity to develop and give them a springboard to help them realize their dream, be it to compete in international amateur meets, to join the pro circuit, or even to represent their country at the Olympics.”
Team sponsors include Norton Rose, Cascades, Shimano, Vittoria, Sports Experts, Fedex, Delmar, Aquafina, Deloitte and Couture Rochette.
