Appointment supports growth across cycling and powersports with a focus on dealer and distributor success
POWAY, Calif., October 22, 2026 — NiteRider has named Drew Engelmann president, expanding his leadership role as the technical lighting company strengthens support for its dealers and distributors and pursues growth across cycling, powersports, and outdoor recreation. Engelmann will work alongside founder and CEO Tom Carroll to connect the company’s commercial strategy with product planning, operations, and customer service.
Engelmann joined NiteRider earlier this year as vice president of sales and marketing. His work has included developing dealer programs, strengthening distributor communication, clarifying sales responsibilities, and bringing greater structure to revenue planning and marketing execution. He previously held sales and marketing leadership roles with Yamaha Motor Corporation, USA, and Intense Cycles.
“Drew has brought a clear sense of purpose and a willingness to take ownership of the work needed to move NiteRider forward,” said Carroll. “He understands our products, respects the relationships that built this brand, and sees where we can improve. His appointment gives us the leadership to connect those opportunities across the business while continuing to invest in the products and partnerships that matter to our customers.”
Founded in 1989 by Tom and Veronica Carroll, NiteRider grew from Tom’s efforts to build a lighting system for nighttime surfing in Southern California. Those early systems also proved useful on the bicycle trails leading to the coast, helping establish the brand’s roots in cycling. Over the following decades, NiteRider developed lighting for mountain biking, endurance racing, road riding, commuting, and SCUBA diving, while expanding into powersports and other outdoor applications.
The brand is known for rechargeable, high-output lighting, including its Lumina and Pro Series platforms, along with rear visibility products, mounting systems, and technical support. Its product development emphasizes usable illumination, dependable power, and secure mounting for the conditions riders encounter.
Under Engelmann’s leadership, NiteRider’s omnichannel direction will focus on connecting specialty retail, distribution, the company’s website, and authorized online sales around a consistent product and brand experience. Priorities include better product education and marketing resources for partners, coordinated promotions, clearer inventory and launch communication, and responsive support before and after the sale. Digital marketing will support product discovery and help customers find authorized retail partners.
“Our dealers and distributors are essential to how riders discover NiteRider, choose the right products, and get support throughout ownership,” said Engelmann. “Our job is to make it easier for those partners to succeed. We want the demand we create online, the education we provide, and the service we deliver to work together to support profitable sales across our network. I’m excited to build on NiteRider’s history with Tom and the team and give our partners more reasons to invest in the brand.”
Looking ahead, NiteRider will continue developing lighting for cyclists and powersports riders while improving how it brings products to market with its partners. Dealer and distributor feedback will help shape product assortments, launch planning, and sales support.
About NiteRider
Founded in 1989 and based in Poway, California, NiteRider develops technical lighting systems for cycling, powersports, and outdoor use. Its range includes rechargeable headlights, taillights, helmet-mounted systems, and vehicle-powered lighting, supported by accessories, replacement parts, and customer service. Learn more at www.niterider.com.
