Somnio has moved from using independent sales reps in different parts of the country to hiring its own dedicated sales reps that will focus on both the specialty running and comfort shoe markets in all regions across the country.

 
“The new structure is critical to continuing our growth and to provide the service and training for our dealers, our rapid expansion over the last year and half allows us to make this change,” said Somnio President Sean Sullivan. Internally, the new sales force will be lead by Jamie LaChance (jlachance@somniorunning.com

), who as National Sales Manager brings a wealth of experience working in the specialty running channel for 11+ years, having worked for Nike, Adidas and most recently as Western Region Sales Manager for Saucony.
 
“I’m very excited to be a part of the Somnio team,” said LaChance. “The idea of providing a customizable shoe and the educational tools that Somnio is providing to the dealers are breaking new ground in the shoe industry and changing the way shoes are fitted and sold.”
 
With representation in every region in the United States, the new Somnio sales team includes: Colin Andrews (candrews@somniorunning.com

), also the new Eastern Regional Sales Manager for Somnio, will drive sales in the Midwest, covering Illinois, Wisconsin, Minnesota and Iowa. Thomas Davies (tdavies@somniorunning.com) in the Northwest region will service Northern California, Oregon, Washington, Alaska, Montana, and Idaho.
Handling the Mid Atlantic territory for Somnio is Andr� Williams (
awilliams@somniorunning.com). Patrick MacAdie (pmacadie@somniorunning.com) will manage the Northeast region.
 
Covering the Mideast is Jason Sichting (jsichting@somniorunning.com

), servicing Indiana, Ohio, Michigan, Kentucky and Tennessee. Based in the Southeast, Craig Sinbine (csinbine@somniorunning.com

) will be directing sales in Florida, Georgia, North and South Carolina, Alabama, Mississippi and Louisiana. Covering the South Central region will be Kevin Schultz (kshultz@somniorunning.com

).
 
Additionally, Tish Mendick (somnionic@aol.com), successful owner of three Z-Coil stores, joins the Somnio team as New Business Development Director for the brand and is focusing on the comfort shoe channel.
 
“This is a big investment for us but I think it shows our commitment to the dealers and also our firm belief that our customizable fitting system, biomechanics training and our footwear solutions are the future of the specialty run and comfort stores,” added Sullivan.