MADRID (BRAIN) — Indoor trainer manufacturer Bkool SL has hired Brian Orloff to head up its new U.S. office and warehouse, which will handle sales, marketing and customer service.
Orloff started his new role as U.S. country manager on Monday. He was previously managing director of Sigma USA, a post he held for 14 years.
Orloff has begun setting up the business for Bkool outside of Chicago. Bkool is a Spanish company with headquarters in Madrid. Its trainers are distributed in the U.S. by Hans Johnsen and Downeast.
Joining Orloff is Craig Harrison as U.S. brand manager. Harrison, who handled Bkool with his previous stint at distributor Hans Johnsen, will continue to be based out of his home office in Vermont.
"Combined, Brian and Craig bring nearly 50 years of U.S. industry experience to Bkool," said Clara Pastor, Bkool's key account manager. "Bkool is fully committed to the U.S. market, and we are very excited to have Brian and Craig on board."
"With a warehouse in the upper Midwest and having Craig in New England, we are well positioned in two of the largest trainer markets in the U.S.," said Orloff. "We will be better able to support our distributors, retailers, and consumers, and will be able to ship to almost anywhere in the country in three days or less."
Bkool is sold through exclusive distribution in other countries. The U.S. office is the first wholly owned Bkool operation outside of Spain.
Orloff can be reached at borloff@bkool.com. Harrison can be reached at charrison@bkool.com.
