TEMECULA, Calif. (BRAIN) — Intense Cycles has brought aboard NorCal Sports Group to represent the mountain bike brand in Northern California and the Reno, Nevada, area. The move follows closely on Intense's announcement that Axis Sports Group would take over management of the Southwest market.
NorCal Sports Group reps brands including BRG Sports, Easton, Cervélo, Focus, Gu and Tifosi.
"We've been executing the renaissance plan for Intense for only nine months now and we are getting all the right people on our team," said Andrew Herrick, whom Intense announced as its new CEO in January. Shortly after next month's Interbike expo, former World Cup downhill racer Maxine Irving, who had managed the Southern California market for Intense until Axis was hired, will relocate to Northern California to work alongside NorCal Sports Group.
"Maxine's formula of territory activation was recently proven in Southern California, which she has now turned over to the Axis Group," said Intense sales manager Mike Dettmers. "We are now going to copy that formula of extreme service, demo bikes, product knowledge and Maxine spending quality time on the trails with the shop owners and staff. Maxine is also planning to have a few of Intense's athletes ride along with her for shop visits and rides this fall."