EVANSTON, IL (BRAIN)—After eight years with Veltec Sports, Josh Greenberg has been hired by Lake Cycling to lead the organization as its managing director.
With his initial focus being on domestic sales and operations, Greenberg and president Lee Katz will partner in growing Lake Cycling’s overall worldwide distribution.
“I am not sure our industry realizes that Lee Katz started developing cycling shoes in 1982, while at the same time, being an integral player in placing Shimano in the shoe category as well," Greenberg said. "Lee is one of the few real developers in our industry who knows and understands the relation of your foot to the shoe to the pedal. With my addition to the Lake team, Lee will now have the necessary time to really focus on the latest and greatest innovations and technologies that will continue to move Lake into the top of our category."
In the past, Lake Cycling has been distributed in the United States through distributors. Recently, however, Lake has discontinued this mode of distribution and is taking the necessary steps to transition into direct distribution. This past year an outside sale rep force has been established which is successfully opening new doors for its products across the country.
“Our current strength is our worldwide distribution where we have 18 international distributors. This is, of course, unusual given that typically a domestic brand grows first in the U.S. before it establishes worldwide distribution, but this distribution signifies a real endorsement for the quality and performance of our products," Greenberg said.
“Our strategy now is to strengthen and grow our U.S. sales dealer network and commitment which will result in profitability while building our worldwide strength even more," Greenberg said. “I am really looking forward to this new challenge and working with Lee Katz in sales and development while taking our brand to new heights never before achieved."
“Josh’s addition to the Lake team is exactly what we have been seeking. His industry knowledge and experience will be an asset in our plans for the growth of our brand,” Katz said.