LOS ANGELES (BRAIN) — Lifestyle brand Pure Fix Cycles has hired Mike Russell as its new sales director. Russell was most recently director of sales at Mirraco Bicycle Co., where over the course of eight years he helped build the BMX brand’s U.S. dealer base from scratch up to 1,100 retailers.
His responsibilities include managing all wholesale sales in the U.S. and Canada, executing and managing trade shows, expanding existing sales representative coverage nationwide, assisting with international distribution and setting up a new sales strategy program.
“This is awesome. The team at Pure Fix Cycles has a fresh view of the industry and an energy that is hard to match,” Russell said. “I feel fortunate to be a part of something so refreshingly different. I have as much to learn as I do to lend with this group.”
Russell comes aboard three weeks after industry veteran Terry Duran exited as Pure Fix’s global sales manager to join Wilier Triestina. Russell brings to Pure Fix more than two decades of industry experience, including stints in sales at Felt and Haro.
“The key to great success is bringing on experienced and motivated team members,” said Pure Fix co-founder Michael Fishman. “Mike’s passion and enthusiasm for bicycles is contagious, and we are excited to bring on board such an experienced sales manager to help us continue to grow the Pure brand.”