POC, the Swedish company that is branching into road bicycling helmets, apparel and other new categories with the backing of parent company Black Diamond Inc., has added four new independent sales representatives to its rapidly growing U.S. sales force.

The company’s four latest hires-Chris Newlin, Ed Adair, Robb Wolf, and Derek Newton-are among 17 new representatives signed by the brand in the U.S. since June 1.

We are looking forward to helping support the North American IBD network with some of the best sales representatives in the industry, states POC U.S. bike sales manager Josh Fonner. POC has truly industry-leading product, and we feel we have industry-leading sales reps that can help drive POCs and our retail partners business to the next level.

In addition to its new sales force, POC recently announced a partnership with online retail intelligence firm Channel IQ to enforce MAP pricing of its products.

New POC U.S. Independent Sales Representatives

Chris Newlin: N.D., S.D., Iowa, Minn., Wisc., Ind., Ill., Mo., Kan.

Ed Adair (Halligan Sports): Northern Calif. (Bay Area)

Robb Wolf (Halligan Sports): Northern Calif. (Sacramento, Central Valley, Tahoe, Mammoth)

Derek Newton: Utah, southeastern Id., Wyo.