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Easton Cycling Targets Market Growth

Published November 25, 2009

SCOTTS VALLEY, CA (BRAIN)—Easton Cycling has made significant investments in new talent and infrastructure in an effort to grow leadership in the wheel and components market.

The biggest change is a new state-of-the-art wheel and component testing and product development laboratory located in Easton’s new 50,000-square-foot Scotts Valley, California, headquarters.

Easton will relocate its research and development, engineering, product team and test lab from its parent company headquarters in Van Nuys to Scotts Valley.

Easton also beefed up its management team with the promotion of Adam Marriott to business manager and the addition of Kevin Franks as brand manager for Easton Bike and Powersports; Mark Riedy of True Communications for media relations and special projects; and Marc Suarez as vice president of Latin American operations. The company is also hiring additional engineering personnel to enhance product development capabilities and to fast track new products for sponsored athletes.

Easton has also upgraded its wholly-owned carbon fiber manufacturing facility in Mexico. Since opening EMX, Easton has used it to push the limits of what’s possible with carbon composites. In addition to turning out the technologically advanced rims and wheels, the EMX facility has also been at the forefront of development for Easton’s composite hockey stick and softball bat programs.

The infusion of capital and resources is complemented by Easton’s exclusive partnership with BMC Racing.

“The phenomenal response to our 2010 product line is a testament to the hard work that our team has done in the past few years,” said Tom Larter, vice president of Easton Cycling. “Our new EC90SL Carbon Clincher, EC90TT wheel and Haven UST-compatible mountain model have been extremely well received. To build on our momentum, we are adding to the engineering team, facilities, sponsorship agreements and range of products for 2010 and beyond.”

The scope of investment shows Easton’s commitment to equip the BMC team with unrivaled wheels and components for their assault on next season’s biggest races. BMC riders Cadel Evans, George Hincapie and others will provide Easton’s engineering and development team with precision feedback that will help to shape Easton’s next generation product.

For more details on Easton’s plans for future growth, read the January issues of Bicycle Retailer and Industry News.

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