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Kinetic Expands Into Europe

Published March 7, 2011

MINNEAPOLIS, MN (BRAIN)—Kinetic has begun distributing its line of trainers and power computers in Europe as it attempts to compete with market leaders Tacx and Elite.

Bruce Fina, co-founder of Pedro’s and an Austrian resident for the past decade, is managing sales and marketing of the brand in Europe. Distribution is handled by a FedEx-owned third-party logistics provider in Holland.

The brand expanded into Europe last September and has since gained a presence in the U.K., Italy, Germany, Holland, Austria, Slovakia, Denmark, Sweden, Norway and Finland, Fina said, while manning the Kurt Kinetic booth at QBP’s recent Frostbike open house.

The brand aims to add sign on dealers throughout the EU and Russia, he added. This is the first major expansion for Kinetic outside the U.S., said the company’s Paul Carlsen, although it’s been a goal for the past three years.

Kinetic is positioned at the high-end, and its trainers cost more than the competition. As such it is targeting premiere dealers to sell its products. Even with higher pricepoints, Fina said he believes there’s room in the European cycling market for a high quality, top of the line trainer.

“We want to be at the Mercedes and BMW level,” he said.

—Nicole Formosa

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