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BOULDER, CO (BRAIN)—Applied Cycling Labs, Inc., makers of Hüdz products, has hired Soren Strom to take over distribution and OE management for the brand.

Strom brings a rich industry background on both a retail and rep/distribution side of the business. “This is a great step for Hüdz,” said CEO Lance Johnson. “Soren has a great understanding of the industry and a solid sales perspective that comes from his experience at all of the different points on the supply chain. We are certain that this move will prove its benefit right away.”

Strom began his career in the industry as a shop mechanic in Denver, working his way up. After managing and owning shops on the Colorado front range, he took a position working as a field rep for Camelback, Thule, Clif Bar and Ritchey in a four-state region.

“I am very excited to be a part of Applied Cycling Labs and honored to be heading up sales of the fast-growing Hüdz brand. I look forward to working with our North American and International partners to further the success of Hüdz," Strom said.