Staff Directory

General Office

Bicycle Retailer and Industry News

1600 Pearl St, Ste 300
Boulder, CO 80302

Editorial Staff

(720) 251-6899
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Stephen Frothingham

Editor-in-Chief

Stephen is in his second stint at BRAIN. He was here at the beginning in 1992 while still working for a bike retailer in Santa Fe, New Mexico, where BRAIN was founded. He wrote several articles for BRAIN's first issue and later joined the staff, eventually becoming managing editor and then executive editor. After leaving BRAIN in 1997 he worked for several news organizations including The Associated Press and VeloNews before rejoining BRAIN as web editor in 2011. He became editor in chief in 2018. He is an enthusiastic (but painfully slow) road, mountain bike and cyclocross rider.
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Dean Yobbi

Managing Editor

Dean's love of bikes bloomed after receiving a Schwinn Pea Picker Krate for Christmas 1972. After escaping serious injury despite that model having a Hurst-inspired stick shift mounted on the top tube, he moved on to BMX bikes and racing. Discovering girls in his late teens, he abandoned his bike somewhere in the front yard, probably upside down by the rake.

It wasn’t until middle age and excessive weight began to creep when Dean returned to cycling, specifically off-road riding in South Florida. As the weight came off, his love of cycling took off and soon one bike became three, one-hour rides became four and leisurely solo rides became 26-person races through the woods until somebody puked.

Dean is a 30-year veteran of the Florida newspaper wars, most recently at the Miami Herald as an editor for 16 years, where he was privileged to rub elbows with some of the country’s finest writers and fellow editors. Dean began his career as a staff writer for The Palm Beach Post, covering sports.

He still enjoys racing, particularly 12-hour solo events on a singlespeed, and participating in gran fondos on his road bike.

(949) 322-8392
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Marc Sani

Contributor

Marc was in the second month of a four-month kayak trip exploring the nooks and crannies of Baja’s 800-mile coastline when he received a cryptic message from home. Call Bill Tanler. A quick phone call from Bahia de Los Angeles and the deal was struck. They would launch Bicycle Retailer & Industry News in January 1992. Tanler, who passed away from a heart attack in 1999, lived to see BRAIN become the dominant trade magazine in the industry. Sani helped steer the magazine over the years through several wrenching corporate transitions. Sani is a former wire service and newspaper reporter who thrives on news whether in print or on the web. He became interested in cycling and joined a local cycling club in the mid 1980s, but candidly admits that skiing is his first love and cycling was one way to stay in shape for backcountry powder. In 2013 Sani stepped into a new role as Staff Writer as Megan Tompkins took over as BRAIN's third publisher.

Management

(949) 300-0502
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Ron Bertola

Account Manager

Ron has more than 20 years of magazine publishing and account management experience. He values his working relationship with clients, sales, editorial, and creative staff.

Advertising Sales

Cell phone: (203) 906-5806
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Karl Wiedemann

West, Midwest, East Coast, Canada, and Europe Sales

Since the age of 4, Karl Wiedemann has loved bicycles and the freedom they brought. Always a tinkerer, Karl grabbed a wrench and removed the training wheels from his first bike because he couldn't corner as well as he wanted to. Through the years, Karl has raced mountain bikes, worked in bike shops and managed the marketing and public relations for brands such as Pedro's, Thule, Chariot and Park Tool. Today, Karl is still an avid cyclist, hiker, paddle-boarder, runner and skier. Karl splits his time between North Carolina and Florida.

Sales territory: West, Midwest, East Coast, Canada, Europe.

Email: kwiedemann@outsideinc.com

(720) 288-0160
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Ellen Butler

Mountain Region Sales

Who are your cycling customers? Road, time trial, triathlon, mtb cross country, downhill? Ellen's done them all. She got her start in a Burley trailer, graduated to tandem stoker, and worked at a bike shop in high school. She then served as collegiate cycling club president, raced in the Indiana University Little 500, and received her degree in Recreation Administration. As a professional, she's worked with race promoters, done marketing for CatEye USA, and now owns her own marketing business. She enjoys juicing vegetables, reading books, and learning new software. Ellen, her husband, and pup call Colorado home. They spend summers exploring mountain bike trails and working from their camper.

Sales Territory: Montana, Idaho, Wyoming, Utah, Colorado, Arizona, New Mexico, Alberta, Saskatchewan, Manitoba.

Email: ebutler@outsideinc.com

Telephone: 886-4-7357860
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Wheel Giant, Inc.

Taiwan & China

Focus is the key feature of Wheel Giant's attitude and that focus centers on publishing and as an independent sales agency for foreign bicycle magazines. We have been the sales agent in Taiwan for more than 40 specialized foreign bicycle magazines including Bicycling, Bicycle Retailer & Industry New, Mountain Bike Action, Tour and Mountain Bike. We have become an important globalization partner for Taiwanese companies by strategically placing advertisements and supplying information for the industry. In addition we publish the Chinese-language Bike Market Update distributed in China and Taiwan. Wheel Giant, Inc. 193 Tze-Chiang Road, Changhua Taiwan, ROC Fax: 886-4-73560789