Joe Lawwill has joined Shimano American Corporation as its mountain bike marketing specialist.

Based out of company headquarters in Irvine, CA he will take over all aspects of mountain bike marketing including advertising, sponsorship, events and public relations.

“I couldnt be happier about joining such an amazing company as Shimano. I have always thought of Shimano as the best of the best and to be a part of the Shimano team makes me very proud,” Lawwill said. “Once I met the people at Shimano, spent some time with them and got an idea of what my role would be, I knew this was the place for me.”

Lawwill brings years of experience as a professional mountain bike racer and a career that culminated with a Masters Downhill World Championship. Lawwill also brings a multitude of other perspectives including R&D, action photography, Super D course design, and other marketing initiatives including advertising and graphic design. His experience includes working first hand with countless riders over the years through his successful Bikeskills mountain bike instructional programs. Lawwill leaves motorcycle industry giant Vance & Hines where he was the creative manager.