KEYSTONE, CO (BRAIN)—Dealers got to meet Tom Larter at the first company event he’s attended since joining Specialized as its director of marketing for equipment about a week ago.
Larter joined Michael Grim, who heads helmet design and engineering, to present the company’s new offerings last week during Specialized’s annual product launch.
He comes to Specialized with a long history in the industry. For the last 15 years Larter worked at Easton-Bell Sports, where he most recently held the role of vice president of cycling.
Larter left his motherland of England when he was 17 years old bound for U.S. shores. He started in the industry working at various bike shops, and worked for Specialized in the UK 20 years ago. He also worked alongside Grim when Grim led research and design at Giro in the mid-90s.
He said he sees a huge opportunity for Specialized to expand its sales and marketing of equipment, which includes apparel, saddles, footwear, hydration, helmets and tools.
PHOTO: Tom Larter explains the technology behind the S-Works Prevail, a new helmet with reinforced Kevlar inner matrix weighing under 200 grams that will become available this fall.