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SDG Components hires Devyn Pelley as North American sales director

Published March 7, 2017

HUNTINGTON BEACH, Calif. (BRAIN) — SDG Components has hired bike industry veteran Devyn Pelley as its North American sales director. Pelley will spearhead all sales operations and relations in North America for the component maker. He has spent the past six years in a similar capacity at Race Face/Easton.

"Adding Devyn is clearly the biggest move we've made in terms of our domestic sales efforts," said SDG's president, Tyler Anspach. "We've done well over the years in both the OEM and international genres, and now we can develop comprehensive programming stateside as well – needless to say we have lofty expectations!"

Prior to his tenure at Race Face, Pelley worked at Orange Sport Supply, a Canadian distributor located in North Vancouver. The company said implementing a North American MAP policy will be a top priority. Pelley also plans to launch several tiered programs to increase dealer margins and allow SDG to intensify its competitiveness in the P&A categories.

"I've been riding SDG for as long as I can remember and Tyler and I go back for nearly a decade," Pelley said. "The timing is right and coming into a smaller enterprise, I feel that we can really dig in and develop sound programming for the IBD's. Additionally, we can elevate SDG's support mechanisms across the board."

Pelley will build an independent sales rep force and with the help of SDG's distributors in the USA (BTI, QBP, and WPS) he will focus on ensuring consistent fulfillment to its retailers. Finally, Pelley will also manage and implement a new custom saddle platform that will roll out later this spring that will provide small-run, fully custom saddles for shops, clubs and teams.

Pelley assumes the day-to-day operations effective immediately. He can be reached at or directly at: 604-842-9302.

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