BLOOMINGTON, MN (BRAIN)—Burton Avery has been promoted to the role of general manager for Civia Cycles.
Avery, who joined Civia as an industrial designer in 2007, has been instrumental in creating many of the brand’s flagship models, including the Bryant belt-drive commuter bike, Loring city bike, and the new Halsted cycle truck, according to a press release.
Avery succeeds Scott Thayer who has been promoted to proprietary supply chain manager for QBP.
“Burton brings a deep knowledge and passion for bicycle design to this position. More than that, he is a motivated leader with a clear vision to guide the next phase of Civia’s evolution,” said Rich Tauer, QBP director of product development. “We believe bicycles are part of a smarter way of living. Regular riding improves health, saves money and reduces your impact on the environment.”
Smarter living is reflected in a design philosophy that closely matches each bike with complimentary components and accessories, Avery said.
“Purposeful design for everyday living and riding has been part of our philosophy since the beginning. The Halsted cycle truck is a good example. We took a traditional work bike and updated it for contemporary lifestyles. Going forward, we’ll expand our line of products offering superior utility and aesthetic, making a Civia riding experience available to almost any cyclist,” Avery said.
On the non-product side, he is ramping up Civia’s commitment to dealers with numerous initiatives, including bike-transportation clinics for shops and their customers; and strategies for helping dealers utilize social media. Additionally, Civia is rolling out a new product and accessory program that provides generous margins on initial stocking orders. This includes free sample product and free shipping.
As a dedicated year-round rider, Avery believes the benefits of cycling go far beyond fitness.
“Biking is not about the miles or time. It’s about everyday actions defining who you are—giving you the opportunity to live your values. That’s why I feel good about working for Civia. I get to do that every day," Avery said.