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Lake Cycling Hires Outside Reps

Published May 18, 2009

EVANSTON, IL (BRAIN)—Lake Cycling has bolstered its outside sales rep force by hiring industry veterans to represent the brand in the Pacific Northwest, Texas, Okalahoma, Arkansas and Louisiana.

In the Pacific Northwest, Lake has hired 18-year industry veteran Victor Sandrin. Sandrin has encompassed many roles, from owning his own shop to working for distributors and manufacturers. Sandrin is familiar with the Lake brand having carried it in his store, making footwear a leading sales category. Sandrin further extends exposure to the brands he represents by displaying products at most bicycle races throughout the Northwest during the summer months. Sandrin may be contacted via email at

In the Southern region, Lake has hired Scott Wareham of The Higher Ground Group. Wareham, an avid cyclist with strong ties in the Texas cycling community, has a solid history of sales rep experience, most recently representing JanSport and Red Wing Company. Wareham will represent Lake across Texas, Okalahoma, Louisiana and Arkansas. Wareham may be contacted via email at

“As we complete our transition from going through distributors to going direct through outside reps, hiring well-seasoned industry veterans is just one more step in the right direction,” said Josh Greenberg, Lake’s managing director. “Scott and Victor are not only well experienced in the footwear category, they are both very familiar with the Lake brand and avid cyclists as well, it’s really the perfect combination for brand representation."

Topics associated with this article: People

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