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Lake Cycling Adds Outside Sales Reps

Published July 9, 2009

EVANSTON, IL (BRAIN)—Lake Cycling continues to build its outside sales rep force with the addition of two more industry veterans to represent the brand in Florida, Utah, Wyoming, Idaho and Montana.

In the Mountain Region, Lake has hired 10-year industry veteran Dennis Faris to carry the Lake brand into the states of Utah, Wyoming, Idaho and Montana. Faris, no stranger to the bicycle industry, has a solid industry reputation and is well known for his consistency and excellent dealer relationships. Representing a solid stable of brands, most notably, Felt, Hydrapak, Canari, Light & Motion and Chariot, Faris brings an understanding of the industry, products and needs of the dealer to the Lake brand. Faris may be contacted via email at

In Florida, Lake has hired another seasoned sales rep, 18-year industry veteran Charlie Allen. Allen, a well-known rep throughout the state of Florida, has carried numerous top-performing brands in the bicycle industry, expanding dealer base and sales volumes consistently. Having represented large brands such as Cannondale and Specialized, Allen also has vast experience in building smaller brands throughout his territory. Allen’s industry know-how and experience will undoubtedly serve him well as he introduces Lake to his dealer base. Allen may be contacted via email at

“Lake continues to solidify its representation across the U.S. with the addition of such seasoned veterans who are not only well-established in their territories, but have excellent relationships and proven results with their dealers”, said Josh Greenberg, Lake’s managing director. “Charlie and Dennis are exceptional additions to our brand, both familiar with the footwear category and both eager to bring the Lake brand to their dealers."

Topics associated with this article: People

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