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ASI Hires Director of Product Development

Published August 17, 2011

PHILADELPHIA, PA (BRAIN)—Advanced Sports International (ASI) has hired James Peters as its new director of product development and global sourcing.

An established industry veteran specializing in supply chain management, Peters will direct ASI’s product development group for its five brands–Fuji, SE, Kestrel, Breezer and Oval Concepts–as well as manage ASI’s supply chain.

“I’ve known James for more than 30 years, and I’m looking forward to this opportunity to work with him,” said ASI president Pat Cunnane.

Peters began his career in the industry as a bike messenger in Washington, D.C. before working his way up to general manager at Metropolis Bicycles, a top-100 store in the greater Washington area.

It was there that he was recruited by Trek, joining the company as a buyer for their after-market components. He quickly moved into the product development world, designing and spec’ing the brand’s adult and kids’ bikes in Asia. And for the past eight years, Peters served as Trek’s bike sourcing manager–determining bike specifications, negotiating pricing, and being “the boots on the ground” for all product needs.

Peters is looking forward to taking on the new responsibilities of his position at ASI and has big hopes and plans for expanding business.

“I love challenges, and I love being at the top,” said Peters. “I want to take all of ASI’s brands to the next level, and most importantly, I want to make Fuji one of the top five bikes brands in the world.”

Peters will be based in Taichung at Advanced Sports International’s Taiwan office.

Topics associated with this article: People

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