Live to Play Sports Group (LTP) and Norco Bicycles have appointed Alan Lewis, son of founder Bert Lewis, as general manager.

Based in Vancouver, BC, LTP manufactures Norco Bicycles and is Canada’s largest wholesale distributor of bikes, parts and accessories. For 60 years, it was independently owned and operated in a partnership between the Lewis and Zalkow families. As of July 1, 2024, the Lewis family assumed full ownership of the company.

In a media release, the Lewis family thanked outgoing CEO Sean Sullivan for his two years of leadership at LTP/Norco.

“This transition represents another pivotal moment in our history, solidifying our family’s commitment to uphold Bert’s legacy of integrity, honesty and innovation,” said Alan Lewis. “While there have been challenges in the global bike industry the past two years, we know there are huge opportunities ahead of us. We have an incredible team across Norco and LTP, and I look forward to working with them to deliver the next chapter in our proud history.”

Norco said it will continue to expand its network of suppliers, bike dealers, and customers worldwide. Later this year, the company plans to sell directly to bike dealers in Australia, building on its business success in that market.

“There is something special when you’re part of a family-run business like Norco,” offered downhill racing legend and Norco team rider Greg Minnaar. “There’s this deep sense of tradition, but it also gives us the flexibility to innovate and adapt in ways that set us apart from the rest.

“With Alan Lewis stepping in as general manager, it feels like this next chapter is being written by someone who truly gets what Norco’s culture is all about. Alan has grown up with this brand, he’s lived it, and now he’s bringing that passion and understanding to lead us forward.

“With Alan’s leadership and the Norco Race Division team that we’ve managed to put together, I can’t wait to get racing,” continued Minnaar.

Images courtesy Norco Bicycles, LinkedIn

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To read more SGB Media coverage on Norco Bicycles, click on the editorials below.

Norco Bicycle Founder’s Family Assumes Full Ownership of Norco Manufacturer

Norco Bikes to Assume Brand Control in Australia; Appoints GM