Saris Cycling Group, the manufacturer of bike racks and trainers, overhauled its sales team following the sale of the company last October to C+A Global at a bankruptcy auction.
Stefan Guelpen, based in Madison, WI, joined the company as head of global sales. He brings expertise in sales organization and coaching with a background in consumer electronics, including working with household brands, Nokia and Panasonic.
Lauren Hannes, an 11-year Saris veteran, rejoined the company to lead its channel marketing and dealer recruitment, focused on recruiting new IBDs and overseeing communications with the brand’s channel partners.
Under Guelpen’s leadership, Saris also hired three regional directors covering the U.S. Central, West and East regions.
- Eddie Santiago, a longtime Saris employee who recently returned to the company, oversees IBD accounts in the Central (ND, SD, NE, KS, MN, WI, IA, IL, MO, OK, AR, TX, LA, MI, IN, OH, KY, WY, UT, CO, and ON) region.
- Brandon Petersen, who brings extensive retail sales experience from working at REI and. more recently, Highway Two, will support accounts in the West (WA, MT, OR, ID, CA, NV, AZ, NM, AK, BC, AB, SK, MB, YT, NT, and NU).
- Sidney Nazario is responsible for representation in the East (ME, VT, NH, MA, CT, NY, NJ, PA, MD, DE, VA, WV, NC, TN, SC, GA, MI, AL, FL, NB, NS, PE, QC, and NL) where he will call on sales management at the Cycling Sports Group.
Jon Lewis brings 15 years of experience to his new role as senior sales director, focused on the company’s distribution partners and national accounts.
