OGDEN, UT (BRAIN)—Edge Composites has appointed Beverly Lucas vice president of global sales and marketing and Jason Sager as outside sales/events coordinator.
After a brief hiatus from the industry following the birth of her second child, Lucas will head up domestic and worldwide business development, exercising a new sales and marketing strategy to reinforce the Edge brand and build the company's U.S. dealer base and distribution channels.
Lucas previously held senior management positions for Irvine, California-based Felt Bicycles and lists building a strong dealer network, developing the "Fit Woman" brand and signing Jonathan Vaughters' Slipstream (now Garmin) team among her achievements during her tenure. She also co-owns a successful bike and ski shop with her husband Allen in Bend, Oregon which, she believes, allows her additional insight and empathy toward the needs of today’s IBD.
"I'm very fortunate to have built some really great relationships over the past eight or nine years here in the U.S., and I'm looking forward to catching up with shop owners and their staff all over again with an exciting U.S. manufactured line of products," Lucas said. "In a market where carbon construction is now considered the norm, it's really refreshing to be involved with a group of people who put leadership from a design and quality standpoint at the top of the list. Edge's products are without doubt the result of some of the finest advanced composite engineering on the market today and I'm thrilled to be a part of such an amazing team."
Edge president Jason Schiers agreed. “It’s a real coup for us to have Beverly on board. She’s a strong, charismatic personality with deep roots in the industry on both sides of the pond; and she’s incredibly knowledgeable as to what today’s bike shops and their customers are looking for in a supplier and their products.”
Lucas recently hired pro MTB team manager/athlete Jason Sager to round out the Edge sales team. Sager, whose accomplishments include stage race, endurance and UCI wins is currently heading across the country with a demo fleet of road and mountain bikes outfitted with Edge wheels and components for bike shop staff to test.
"Jason brings a great deal of experience to the table and is a great advocate for the brand. He's actually racing on our equipment so there really is no better way to back up the quality and performance of Edge products," Lucas said. "Add this to having our dealers physically testing the equipment rather than just checking out specs and photos, and you've a recipe for success in the store that really translates well to the customer."