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Bouchard-Hall to join Assos as CEO

Published October 23, 2018

OGDEN, Utah (BRAIN) — Derek Bouchard-Hall, who announced last week that he was stepping down as president of USA Cycling, will become the new CEO of Assos of Switzerland on Jan. 1, the company announced Tuesday.

Phil Duff, the current chairman and CEO, will step down as CEO but remain chairman of the board. Duff, a former director of the outdoor brand Black Diamond Equipment, led a group of investors who purchased a majority of Assos from its founders in 2015. Roche Maier, the son of company founder Toni Maier, remains the brand's "Créatuer & Brand Chief." The Maier family continues to own a significant share in the company.

Before joining USA Cycling Bouchard-Hall worked at Wiggle in the U.K. and as a strategy consultant at McKinsey. He is also a former pro cyclist.

"Deciding to leave USA Cycling was the hardest professional decision of my life, but after all we've achieved the past three years, I'm confident in the team's continued success. The opportunity to join Assos and lead one of the greatest global brands in the sport of cycling at a time when it is poised for significant expansion is extremely compelling to me," Bouchard-Hall said.

Duff said, "Our team has worked hard in building and re-engineering Assos for continued growth and now needs deeper leadership to propel the business even further upward.

"I will now be able to increase my focus on the strategic direction of Assos and am thrilled we have found a leader in Derek who truly shares our long-term vision for Assos."

Maier said, "When Phil and I formed our partnership in 2015, we had a vision for what the brand could be and created the path to get there. ... As we enter the next phase of growth, on track and on plan to our vision, we're excited to have Derek's passion, experience and expertise to help us accelerate Assos' success."

Bouchard-Hall will also join the Assos of Switzerland board of directors and will be based at the Assos global headquarters in Stabio, Switzerland.

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