LAGUNA HILLS, Calif. (BRAIN) — Bicycle Retailer and Industry News has hired Karl Wiedemann to handle advertising sales on the East Coast. Wiedemann replaces Dick Crumb, who is retiring after 24 years selling for the magazine.
Over the past 20 years, Wiedemann has raced mountain bikes, worked in bike shops and managed the marketing and public relations for recognized brands in the bike and outdoor markets. For 10 years, he served as marketing director for Pedro's, where he managed the media, product introductions, global sponsorships and advertising.
He spent more than eight years at Thule managing communications to hundreds of media outlets in the bike, outdoor, snowsports, paddlesports, consumer electronic and juvenile industries. He also managed sponsorships for dozens of athletes, professional teams and ambassadors for the Thule, Chariot, UWS and TracRac brands. Most recently he served as marketing and communications director for Park Tool. Wiedemann will continue to handle PR and communications for Park Tool and other clients alongside his new role with BRAIN.
"Karl brings a valuable brand perspective having been on the other side of the fence handling PR and media buys for trade and consumer magazines. He understands firsthand the considerations and needs of brands trying to reach the independent bicycle retail channel and can act in a consultative sales role. And he has a keen understanding of the media landscape and the unique value that Bicycle Retailer brings. We're thrilled to have him join our sales team," said Megan Tompkins, the magazine's publisher.
Wiedemann will be responsible for sales of print and digital advertising and will service accounts along the Eastern seaboard from Maine to Florida. He will split his time between Georgia and Vermont.
"I have read Bicycle Retailer since my early days working in a bike shop. Over the years, I have always relied on the information, research and insight that Bicycle Retailer provides as an invaluable asset to my career. I am thrilled to be part of the Bicycle Retailer team and to help grow this amazing asset our industry has," Wiedemann said.
"For almost 20 years, I have sat across the table from Dick Crumb to buy ads and I have always appreciated his friendly nature and industry insight. I have some big shoes to fill," he added.
Crumb sold ads into the first issue of the magazine. It was mailed to retailers and suppliers in January 1992. A former advertising and marketing director at Olin Ski Co., Crumb moved into ad sales in the ski industry and then expanded into the bicycle industry with Bicycle Retailer.
"We are sorry to say goodbye to Dick after so many years," Tompkins said. "He has been a true professional and a loyal friend to the magazine and to many in the industry who have had the privilege to work with him over the years. But we look forward to hearing of his adventures as he takes advantage of more time for hiking, skiing and golfing."
Crumb noted that working at BRAIN has been an incredibly rewarding experience.
"It began with Bill Tanler's idea in 1991 and working with a great team, we've made BRAIN what it is today. The goal has always been the same: to be the news-driven, community newspaper of the cycling business. Whether in print, via e-newsletter or through the BRAIN website, the editorial and advertising effort has kept that focus. The outstanding BRAIN team makes the difference, enabling the magazine to grow and flourish through years of changes and challenges," Crumb said.
"Today, BRAIN is well positioned to play an even greater leadership role in the bike business, and we certainly have the players in place to do just that. I will miss all of the friends I have made at the magazine and in the bike business. I wish you only the best in the years to come," he added.
