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BikeCo hires industry veterans to steer its brands forward

Published April 22, 2020

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PHILADELPHIA, PA - BikeCo has hired Roy Hough, former General Manager of Hutchinson tires, and Edwin Bull, the founder and former President of Van Dessel Cycles, to its team.

"We are excited, but more importantly, we are fortunate in such turbulent times to announce the addition of two influential figures in the cycling industry to our team. Roy Hough, former General Manager of Hutchinson Tires North America, has joined us as Director of Sales & Business Development and Edwin Bull, founder and former president of Van Dessel Cycles, takes over as Road and Gravel Product Manager," says BikeCo President Frank Zimmer.

Roy Hough was formerly involved with the now BikeCo brands under its previous Advanced Sports ownership. After five years, Hough returns as the Director of Sales and Business Development. "I couldn't be more excited to rejoin many of the great people I worked with for a decade. I am looking forward to working with an amazing team building our great group of brands. In many ways it feels like I never left!" Hough says about returning to BikeCo.

Edwin Bull is best known for founding and running Van Dessel Cycles for years. As Bull closes that chapter, he joins BikeCo as Product Manager for the road and gravel segments. "I'm extremely excited to have joined the Fuji [BikeCo] team and see tremendous potential for the brand," Bull says. "With a 120 year heritage of producing top quality bikes, a rich history in racing, and a strong foothold in the core rider community, for me Fuji represents the dream brand that has it all – great depth and range in product, a great global distribution network, and tremendous potential for growth."

Adding strength and expertise to its Marketing and Brand team, BikeCo recently hired Elsbeth Huyett, our new Brand and Content Specialist. Additionally, BikeCo has promoted Milay Galvez and Todd Lyons to Marketing Director and SE Brand Director respectively. Milay Galvez brings 10 years of Marketing and Sales experience at the company to the position. Todd Lyons, BMX legend and the magic behind the great success of the SE brand, has been with SE as a sponsored rider and Product and Brand Manager since 2003.

About BikeCo LLC

Based in Philadelphia, PA USA, BikeCo LLC is the exclusive Distributor of the Fuji Bicycles, SE Bikes, Breezer Bicycles and Tuesday Cycles brands in the Americas, Africa and Southern Asia.

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