DENVER, CO (BRAIN)—Mountain bike clothing manufacturer, Royal Racing, has now established its U.S. operation. Union Sports Group LLC (USG LLC) will have the sole responsibility for the distribution of all Royal Racing products in both North and South America.
USG LLC will be based in Denver, Colorado and be headed by Jason Schippers. Previously, Schippers was cycling brand manager at Valencia Sports Group where his responsibilities included the U.S. brand management of Royal Racing.
Royal Racing was recently the subject of a management buyout in the UK, led by Martin Lloyd Evans, where the brand was acquired from VSG to the newly formed Union Sports Group (USG Ltd).
Evans said, “We have great plans and expectations for Royal Racing and we aim to build on its already established success in the U.S. We are assembling a team to be able to deliver the ambitious plans we have for the brand and in the U.S. Jason, with both his business experience and his passion for all things biking, was one of the first names on the team list.”
Schippers said, “I am extremely excited about our plans for Royal. We have a blank canvas to build on this already much loved brand. Everything we do from now on in will be centered on the success of the Royal brand. For example, we have located the office in Denver to allow easy access for dealers, an ideal centralized time zone and some of the best riding on the continent.”