Veltec Sports, a leading marketer and distributor of some of cycling’s best-known brands, named Steven Jonsson as its Northern California and Northern Nevada sales representative.

Jonsson and his partner Mike Ralph operate Buyer’s Market Sales.

Entering his 19th year as an independent sales representative, Jonsson’s cycling industry tenure includes retail shop ownership; an experience he feels brings value to his salesmanship and understanding retailer’s needs.

“As a former shop owner, I understand the concerns of our retailers and the retail environment. Presently, my relationship with the local retail base is one of my strongest attributes. I have always considered one of my main responsibilities to be to find the common ground between what the retailer needs and the companies offer,” Jonsson said.

Just like Veltec’s brand family, Jonsson’s rep resume covers the gamut of cycling products from apparel, accessories, and nutrition. This array of product knowledge and experience will assist Veltec’s current roster which includes: Descente, Shebeest, Lake cycling shoes, Enervit, Vredestein, and Prologo.

Jonsson’s immediate goal is to help reestablish Veltec’s apparel and footwear position in the territory. “I want to expand the floor presence of Shebeest, Descente, and Lake. We need to define Lake as a premium brand; the dealers are looking at options for innovative shoes at attainable price points. Lake fits that bill,” Jonsson said.

Veltec’s North American brand portfolio includes LAKE cycling shoes, Descente cycling apparel, Shebeest women’s cycling apparel, Prologo performance saddles, Vredestein tires and Enervit endurance nutrition products. Veltec is committed to core cyclists and their passion for riding and living a healthy and sustainable lifestyle.