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Mavic beefs up operations in North America

Published February 19, 2014
The Amer Sports brand adds a North American marketing director, Canadian subsidiary and Southern California facility.

HAVERHILL, Mass. (BRAIN) — Mavic, Inc. is looking to improve North American sales and service with a new marketing director, Canadian dealer direct subsidiary and a new marketing and race-support facility in Southern California. 

Amer Sports, Mavic's parent, pointed to a restructuring of Mavic's U.S and Canadian operations as an explanation for weak sales in this market in the last quarter of 2013. 

Mavic's new Canadian subsidiary is being operated by Randy Pye, with warehousing, operations, and distribution managed by Amer Sports Canada in Belleville, Ontario.

"Now for the first time, the full spectrum of Mavic products is available to our retail partners," said Pye. "The entire 2014 range is available and products are shipping to over 350 Mavic authorized retailers and service centers across our country."

Five dedicated Mavic sales representatives will service the Canadian accounts. Canadian technical support and warranty service is being handled by a Mavic-certified technician at the Belleville facility. There is a new dedicated Mavic Canada website with product details in both French and English, and an up-to-date dealer locator.

South of the border, new North American marketing director Chad Moore started work on Feb. 3. Moore comes to Mavic from a small Boulder, Colo.-based marketing consultancy called Butter. He will remain based in Boulder.

"We are thrilled to have someone with Chad's accomplished background lead our marketing team," said Phillip Sporidis, managing director of Mavic, Inc., which is the brand's U.S. subsidiary, based in Massachusetts.

The North American marketing department also now includes new West Coast sports marketing tech rep, Charles Gray.

The new facilty in Newbury Park, Calif., is part showroom and part home base for Mavic's neutral race support, replacing the fleet's previous home in Longmont, Colo.

"We are calling it 'La Maison Jaune,'" said Moore. "The front half will be fully merchandised with our entire product range to tell our key brand stories and communicate our identity ... In the back, our new service course and shop will house the yellow cars, our demo fleet, and neutral support infrastructure."

Sporidis said the changes position Mavic for growth in North American this year. 

"At every level, we are positioning our business in North America for successful, sustainable growth," he said. "Our marketing department is fully aligned with our goals, we have professional, engaged and highly motivated additions to our team, and Chad will have more resources than ever to communicate our brand story. So it's an exciting time." 

The new Canadian facility can be reached at

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