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Sam Whitley Joins LEM Helmets as National Sales Manager

Published November 28, 2018

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Bike industry veteran will create and oversee LEM's omnichannel sales approach, with a focus on specialty retail and ecomm as helmet brand continues its growth in North American market.

MORGAN HILL, Calif. (Nov. 28, 2018) – LEM Helmets, manufacturer of safe, stylish, and performance-driven cycling helmets for road, mountain biking, commute, and kids, welcomes Sam Whitley to the team as National Sales Manager. With a decade of sales and marketing experience in the cycling industry, Whitley will lead LEM's retail and sales program creation with Independent Bicycle Dealers (IBDs) and specialty shops, support ecomm and digital marketing, and oversee sales rep management.

"Sam's level of work experience and knowledge of sales and business in the cycling industry will be an asset to LEM as we continue to launch our brand and grow across numerous markets and sales channels," said Michael Grim, LEM Helmet's General Manager. "His proven track record in retail, product, ecomm, and marketing will help drive brand awareness across numerous touchpoints that support our mission of bringing fun and inclusiveness to cyclists who are passionate about life on two wheels."

Over the last 10 years, Whitley has held positions throughout the bike industry ranging from mechanic to product inventory manager and marketing director. Most recently, Whitley was the North American Aftermarket Sales Manager and Digital Marketing Manager at Kenda Tires, where he helped expand the brand's reach and acquire new customers across multiple sales channels. His diverse skillset and knowledge across all subsets of the cycling industry gives Whitley a uniquely broad perspective across brand and business operations that will support LEM's growth and awareness with consumers and brand fans.

"I am beyond excited to be joining the team at LEM. It's exceedingly rare to have an opportunity like this that blends great product, a knowledgable and qualified team, and the chance to grow from the ground up," said Whitley. "I'm looking forward to building greater awareness and community around LEM through sales and marketing as it aligns with the brand's mission."

LEM officially launched its design-forward bike helmet collection globally this past summer, gaining exposure and building momentum at both the Eurobike and Interbike tradeshows. The flagship family of products includes seven distinct helmets and 50 colorways in the road, mountain bike, commuter, and kids categories.

Helmets are currently available at, and additional retail sales channels will open nationwide in 2019.

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