Chrome Industries announced that Timothy Leedom has been named the brand’s new president.

Leedom most recently served as CEO for Bern Helmets where the business model he built revitalized the brand’s culture and mission to bring award-winning products to market and “tripled its DTC sales.” Leedom and his team also forged global strategic partnerships with Strider Bikes, Lime and Rad Power Bikes.

In his previous roles with RunKeeper (Asics Digital), Pandora and Nike, Leedom held executive roles overseeing strategic partnerships, media and business development initiatives.

“I am honored and excited to be joining Chrome and to continue to build a legendary brand that has remained focused on its roots. Chrome started it all in the urban cycling culture and has remained a leader with its offering of durable, modern and functional products,” said Leedom. “The world stands on the brink of a global mobility revolution and Chrome has embraced the future and is backed by a committed team that’s passionate and focused. I’m confident that there are big things ahead for all of us as the definition of transportation evolves.”

Founded in 1995, Chrome Industries started the brand making bike messenger bags in San Francisco. Now headquartered in Portland, OR, its offerings also include technical apparel and footwear.

Photo courtesy Chrome Industries