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Veltec Adds Sales Vet to Rep Force

Published December 17, 2009

BOULDER, CO (BRAIN)—Veltec Sports has added Steven Jonsson as its Northern California and Northern Nevada sales representative.

Jonsson and his partner Mike Ralph constitute Buyer’s Market Sales, an agency with a reputation for consistency and support of retailers.

Entering his 19th year as an independent sales representative, Jonsson’s cycling industry tenure includes retail shop ownership; an experience he feels brings value to his salesmanship and understanding retailer’s needs.

“As a former shop owner, I understand the concerns of our retailers and the retail environment. Presently, my relationship with the local retail base is one of my strongest attributes. I have always considered one of my main responsibilities to be to find the common ground between what the retailer needs and the companies offer,” Jonsson said.

Just like Veltec’s brand family, Jonsson’s rep resume covers the gamut of cycling products from apparel, accessories and nutrition. This array of product knowledge and experience will assist Veltec’s current roster which includes Descente, Shebeest, Lake cycling shoes, Enervit, Vredestein and Prologo.

Jonsson’s immediate goal is to help reestablish Veltec’s apparel and footwear position in the territory. “I want to expand the floor presence of Shebeest, Descente and Lake. We need to define Lake as a premium brand; the dealers are looking at options for innovative shoes at attainable price points. Lake fits that bill,” Jonsson said.

Jonsson can be reached by email at:

Topics associated with this article: People

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