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SRAM Introduces New Field Guide Team

Published April 9, 2021

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SRAM is announcing the creation of its new Field Guide Team with responsibilities targeted at the broader cycling community in addition to a continued core focus on the IBD retail relationships. Emphasis will be placed on developing partnerships focused on OE/bike brands, SRAM distribution partners, riders, advocacy, diversity, inclusion & humanitarian efforts, and grassroots marketing.

"As the needs and expectations of IBDs and riders evolve over the years, SRAM is accordingly moving its strategy to support this evolution," said John Nedeau, SRAM VP of Sales. The new SRAM Field Guide Team will focus on activities that leverage our in-market reach beyond sales to include product and promotion. The Field Guide Team's focus will be to make SRAM more effective in-market; focusing on education, community building, brand experiences, and become a liaison for ease of doing business with us, while also providing SRAM direct feedback from riders and retailers."

The new program will shift focus of its U.S.-based retail sales representation – moving from the current multi-brand, independent construct, to SRAM specific focused on IBD retail relationships and broader cycling community activities. All current independent rep agencies have been notified of the shift, which will be complete by July 2021, some of which may join SRAM's new Field Guide Team full-time. SRAM is committed to minimizing any disruption to anyone who has represented SRAM products in the past or who have been served by them.

U.S. retailers should see no change in how SRAM products are purchased via current distribution channels or directly from SRAM's Indianapolis facility, with no alteration to that hybrid. Also, internal SRAM teams supporting IBDs – including but not limited to SRAM Technical Support, technical communications, and brand marketing – will continue in their roles, will support the Field Guide Team, and be responsive to IBD concerns, as they have been in the past.

Chris Negrete, presently America's Distributor Sales Manager, will become North American Field Guide Manager and will report to Scott King, who will continue to fill a transitional role as Director of America's Aftermarket.

SRAM, LLC is one of the world's largest suppliers of components to the bike industry. Established in Chicago in 1987, SRAM promotes cycling through its products, advocacy, and its employees dedicated to improving the cycling experience. Today, SRAM employs more than 3,600+ employees, 15+ locations, and 15+ countries.

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