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Ben Coates joins POC as North American GM

Published February 14, 2018

PARK CITY, Utah (BRAIN) — POC has appointed cycling industry veteran Ben Coates as managing director for North America. Coates joins POC following 15 years at Trek Bicycle. In his new position, he will lead sales, marketing, customer service and operations efforts for POC's bike and snow business in the North America.

"Ben brings a set of skills and knowledge that can only be gained in over a decade of leadership at one of the world's iconic cycling brands," said Jonas Sjögren, POC's CEO. "At POC, we have many exciting years ahead of ourselves, and we are fortunate to have Ben leading the team in Park City."

Coates began his career as the head mechanic for the Gary Fisher Professional Mountain Bike Team. He has held multiple positions at Trek including team liaison and product manager. Most recently he was director of road, speed, cross and Project One custom bicycles.

"I couldn't be happier to join the POC team. With a bold mission to reduce injury in the sports that I love, joining the POC team and helping to further that goal is a unique and inspiring opportunity," said Coates. "Ten years ago, POC came in with a unique design aesthetic and an unapologetic commitment to its mission. I am extremely excited to be a part of a committed group of passionate skiers and cyclists doing something great for people in their sports."

Coates will begin his work with the Swedish brand on February 26, after he and his family relocates from Colorado to POC's U.S. headquarters in Park City.

Topics associated with this article: People

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