OLNEY, Ill. (BRAIN) — Brett Lindstrom, who has been involved with Lake Cycling for several years, has joined Magura USA as the Lake Cycling Shoes' brand manager.
Magura USA has been Lake's distributor since last year. Lindstrom's stint with Lake began in 2012 when he started the process of rebuilding the brand for the North American market. In 2015 he oversaw the brand's transition from its previous distributor. At that time, Lindstrom established distribution, order processing, accounting and fulfillment duties for Lake until Magura USA took over distribution.
Lindstrom brings almost 30 years of IBD experience. Magura's national sales manager, Tony Ballantine, said, "Brett continuously proves his passion for cycling through participation, his understanding at an organic level the demands of the rider and the equipment, and he is demonstrating his ability to communicate the Lake quality with clarity."
Jeff Enlow, Magura USA's president, said, "The goal for us with the Lake brand is to expand coverage of IBD partners to all 50 states, in key markets and many of the bordering Canadian provinces. ... With Brett's help and our sustainable growth model, we look for Lake to account for a good percentage of all cycling shoe sales."
Lindstrom said, "Selling quality tested and proven products is job one for Lake. Lake knows cycling shoes, they understand the demands of a diverse foot shape and can deliver a shoe for everyone. My job is to continue to tell that story through Magura USA, educate dealers, consumers, athletes and communicate with Lake R&D of the changing needs of our customers.
"Lake has a devoted following of professional fitters that look to Lake as a fit solution, and I will be spending time with them to offer and receive feedback, working together to improve the comfort and ride quality for all feet," he added.