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Magura USA comes to Sea Otter with a stated purpose

Published April 8, 2022

MONTEREY, Calif. (BRAIN) — So what is "The State of Magura" following the industry's topsy-turvy past two years dealing with the pandemic, lockdowns, and supply-chain issues?

Besides reuniting with industry colleges, and supporting key customers and athletes, Jacob Chaplin was only happy to speak about Magura USA at Booth K18 at the Sea Otter Classic.

"As everyone knows, the pandemic has proven to be a pretty unexpected time in the bicycle industry," said Chaplin, Magura USA moto and marketing manager. "Business for most part has been crazy with many interesting twists and turns. Magura has taken this time as an opportunity to fine tune our business to benefit everyone: OEs, distributors, dealers, and consumers. We have been focused on investing in our employees, infrastructure, and business partners."

Chaplin said Magura's supply-chain issues have been lessened by working closely with suppliers and key customers to react quickly while planning for the future and keeping the market fulfilled as best it could.

"Thankfully, we have seen substantial growth with pre-existing and new customers in all distribution channels," he said. "This growth would not have been possible without planning and support. Part of our future planning is to implement multiple programs that will ensure our business partners get the training they need."

That will include a web clinic studio at Magura USA headquarters in Olney, Illinois, that should be in place this summer. Chaplin said Magura is not releasing any further details right now.

"We have also been working closely with all of the bicycle technical schools to make sure they have the equipment and training necessary to be successful," Chaplin said.

Promoting and marketing has taken on added importance after Magura USA and Magura Germany merged social media platforms, which Chaplin said gives their partners global exposure. "This is especially helpful for small OE's. Basically, we are trying to give thanks to our partners."

Then there's the Alliance Program, which accepts pros to weekend warriors. Applicants are asked how they can promote Magura in their communities. In exchange, Magura provides product incentives and highlights them on its global social media channels.

"Part of our Alliance directive is to make sure members direct future Magura customers to their favorite local IBDs," Chaplin said.

While Chaplin said the pandemic paved new ways to work together digitally, there's nothing like an event like Sea Otter to bring everyone together in one place.

"Events like Sea Otter provide a venue for the cycling community to come together and allows us to further solidify relationships with business partners and end consumers," he said.

Topics associated with this article: Sea Otter Classic

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