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Enduro Bearings Hires Cycling-Industry Veteran Rick Sutton to Head Up Marketing

Published September 10, 2021

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32-year industry ‘journeyman’ tapped to grow brand awareness among general cycling consumers 

Oakland, California (Sept 9th, 2021) — Enduro Bearings, innovators of a wide range of bearings, seals, components, and tools for the cycling industry, recently contracted longtime industry veteran Rick Sutton to help build and drive more awareness to the brand. Enduro has built a strong, loyal OEM clientele, including most of the world’s biggest bike brands and pro cyclists, and now they’ve tasked Sutton with growing that industry renown and introducing their critical, yet often unseen products to the general cycling public: They want consumers to actively seek out Enduro products when shopping for bikes.

Sutton’s official self-appointed title is Enduro Team Advisor – he’s well-known industry wide for his humility – but his role is essentially equivalent to a director of marketing. His primary goal from the start is to overhaul the brand’s marketing strategies to make them more consumer friendly, contemporary, and approachable.
“Matt Harvey [Enduro’s President] asked me to bundle Enduro’s stellar OEM-focused 26-year history into a story that raises ‘Awesome & Authentic Awareness’ with retailers and riders,” says Sutton.” Everything from our company logo, to the website, to brand ambassadors, to social media, to key technologies and product stories will be reviewed and freshened up to activate ‘market-pull’ on behalf of our OEM partners.” 
With 32 years experience in the bicycle industry, Sutton has played integral roles at some of the biggest brands in the sport: He was a co-founder of the Sea Otter Classic – now the biggest cycling festival in North America – and GaleForce Sports Marketing which ran many major pro and amateur races across the country. His storied career also includes key consulting roles at major industry players like Bontrager (pre-Trek), SRAM, Bell Sports, RockShox, Specialized, UCI, USA Cycling, and more. His most recent success was helping with the development and launch of the Coefficient Cycling’s unique line of handlebars.
Thanks to that experience, Harvey has total confidence that Sutton is up to that task. “I have known Rick for many years, and when it came time to think about what’s next for Enduro, I knew I wanted to talk to Rick,” he says. “With Rick’s knowledge, creativity and guidance, I feel excited for what lies ahead.”
To see some of the key products in Enduro’s line or chat with members of the team, stop by their booth (S25) at the Sea Otter Expo in October. For more information on Enduro Bearings’ consumer and OEM products please visit their website: Media inquiries please contact Nic Sims:


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