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Cane Creek merges marketing and retail sales into new Rider Engagement team

Published July 8, 2020

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Asheville, NC – Cane Creek Cycling Components has announced the merger of their Marketing and Retail Services divisions into a new division called rider engagement. The team will be comprised of team members from both groups as well as new team members to support Cane Creek’s efforts in this area.

Rider Engagement will be led by Luke Bukoski who has led the company’s marketing efforts since 2017. 

“People buy from brands that they feel engaged with,” said Bukoski. “Pushy selling tactics aren’t relevant in the modern sales landscape and don’t represent who we are as a company. We believe that by authentically engaging with riders and sharing who we are and what we do, riders will better understand our products and choose Cane Creek as a premium alternative to what’s out there.”

Like much of the cycling industry, Cane Creek has seen a surge in demand for products through all sales channels as well as a major increase in customer calls and emails as a result of the global pandemic. This has created both challenges and opportunities in terms of engaging with customers. This merger is designed to help the company rise to those challenges and more closely engage with and support Cane Creek riders.

This merger comes on the heels of several major product announcements from the company including all new versions of their Thudbuster seatpost, Hellbender bottom brackets and Helm suspension forks. To learn more about Cane Creek and Cane Creek products, please visit

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