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NBDA hires Steven Elmes' SJE Productions to assist with marketing

Published April 4, 2016

COSTA MESA, Calif. (BRAIN) — The National Bicycle Dealers Association has hired SJE Productions to assist with a number of marketing efforts in 2016.

"(NBDA's president) Todd Grant and I have been talking about the NBDA's goals and vision for a few months now," said Steven Elmes, the owner of SJE Productions. "The cycling industry is where my roots are and we felt the time was right for me to join the team."

Elmes continued, "They have a number of incredible initiatives in the works, with a focus on re-invigorating their relationship with bicycle dealerships across the country and the industry itself. I couldn't be more excited to join these guys and help propel the NBDA into this next chapter of their storied history."

Elmes founded SJE Productions after acting as Kidrobot's drector of marketing. He brings marketing and strategic experience from his 10 years with Match Action, a marketing agency based in Boulder, Colorado, where he developed and executed consumer engagement strategies. A veteran of Fat City Cycles, Elmes founded Independent Fabrication in 1995 and remained with IF until 2001 when he relocated to Boulder. Elmes also has retail experience with some of the nation's most recognized bicycle retailers, and has been a volunteer mechanic for six USA World Cyclocross Championship teams.

"Steve comes with a wealth of experience both in and out of the bicycle industry. He will help us in a number of areas: program development, communications, brand and marketing, etc. His breadth of experience allows him to quickly integrate into our small team and support the NBDA across all of our initiatives." said Grant. "Steve and I had worked together in the past, so I'm excited to be partnering with his new company and working together again. Steve's experience in the bicycle industry and the changing marketplace, his understanding of the needs of the IBD, his experience with consumer goods, and his ability to activate initiatives quickly and efficiently. This professional experience, coupled with his passion for our industry, will be a tremendous addition to our organization."

Elmes is based in Boulder and can be reached at

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