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Lazer Helmets Establishes U.S. Office

Published March 12, 2009

MINNEAPOLIS, MN (BRAIN)—Christopher Smith, formerly of Time Sport USA and a 20-year veteran of the bicycle industry, has established an office in the United States for Lazer Helmets, a Belgian designer and manufacturer of bicycle, motorcycle and leisure helmets. Smith will work to increase the brand awareness and overall sales of Lazer bicycle helmets.

"We are going to work on developing a stronger relationship between Lazer and traditional media sources. We'll also be working with new media and social networks to develop a stronger following of the Lazer brand in the United States," Smith said.

"We want to use the current promotion and sponsorship program to increase the visibility of the teams that Lazer works with in the USA. I will be working closely with the Lazer distributor in the USA, Quality Bicycle Products, to continue to increase the network of Lazer helmet dealers as well as providing support to those dealers in order to help them continue to be successful selling the Lazer brand."

QBP has been the exclusive distributor for Lazer helmets in the United States since 2002. QBP will continue to forecast product needs, warehouse inventory and handle distribution for the brand.

Smith, who worked at QBP before joining Time, knows the principals and product managers at QBP. Being close to QBP in Minneapolis will allow him to communicate easily with them.

"With the demand for Lazer helmets experiencing very rapid growth in the U.S. market, Chris will prove to be a great resource in providing Lazer information to consumers, dealers and the media,” said Mike Roering, Quality Bicycle Products softgoods sales manager.

Smith said he has known Sean van Waes, manager of the bicycle division at Lazer, for some time, in part through mutual team sponsorships while he was at Time. He said he was ready to try something new after eight years at Time and when the opportunity came up to establish a U.S. office for Lazer he jumped at the chance. His personal goals and Lazer’s needs were well matched, he said.

"With the long history Chris has in the bicycle industry he's the perfect match to reinforce our position in the USA," said Peter Steenwegen, Lazer international sales manager. "Helping more people come in contact with our unique retention system, Rollsys, will lead our way to continued growth and success."

For more on Lazer’s Rollsys system, the company history and U.S. strategy, visit the BRAIN Blog (click on link).

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