DMR Bikes, based in Sussex, UK, appointed industry veteran Mike Flaherty to the newly created role of sales and marketing manager for the USA and Canada.
The hiring comes ahead of new products, digital projects, a Deathgrip2 collaboration film with Brendan Fairclough and a significant anniversary coming up in 2025.
Flaherty will support the bike maker’s two North American distributors BTi and QBP along with LTP in Canada and a growing network of dealers stocking DMR Bikes products. He will also be playing a pivotal role in marketing, working with events, riders, media, and to help support the scene in general. Flaherty will be based in Santa Clarita, just outside Los Angeles.
DMR Bikes co-founder Matt Ryley said, “We’ve known Mike for 25 years now and fully trust him to represent our brand in North America and Canada. He simply ‘gets it’ — having run his own brand, worked in Taiwan, collaborated with distributors, independent bike shops, and world-class athletes. Plus, his all-out love for bikes makes him the perfect fit for the role.”
Flaherty said: “I’ve worked with DMR a few times over the years and it’s always been a fantastic experience. I’ve known the founders of DMR since the Bike ’99 show in Birmingham. They’ve consistently expanded the brand with quality product after quality product and an amazing team of talented professionals. I actually became a DMR fan back in the 90’s when they introduced the V8 and V12 pedals. It’s been fun to watch them grow from a small UK brand into a global force. I’m really excited about this opportunity to grow their North American and Canadian market.”
