Kitsbow, maker of premium cycling clothing and accessories, appointed David Billstrom as the company’s new CEO, effective immediately.

Billstrom has been a member of the board of directors since it was established in 2012, leading the brand through years of growth, enhancing the direct-to-consumer online merchandising platform, and pushing the team towards a lean and sustainable manufacturing model.

Kitsbow founder, Zander Nosler, will remain with the company, returning to his original focus of product design and manufacturing. Billstrom will continue to serve on Kitsbow’s board of directors.

“David is a seasoned, consummate pro and is already helping us build our team and fully realize the market for Kitsbow,” said Nosler. “I couldn’t be more excited about our future.”

Billstrom brings 20 years of experience as an executive coach for entrepreneurs, former venture capitalist, founder of startup companies and a Fortune 100 executive at Disney. He started his career in technology, and subsequently invested in, advised, and founded companies in publishing, retail, manufacturing, and consulting. Additionally, he is the author of the book Own Your Brand.

Billstrom will be based in Petaluma, CA, where the privately-held brand is headquartered.