Steber returns to CEO role at Intense as Herrick exits

By Toby Hill

TEMECULA, Calif. (BRAIN) — Intense Cycles announced Thursday that CEO Andrew Herrick has left the company after four years and Intense founder and principal shareholder Jeff Steber has resumed the role of chief executive.

Before joining Intense in early 2014, industry veteran Herrick had been president of Crankbrothers, where he worked for 11 years. When Herrick joined Intense, Steber moved into the role of creative director, focusing on design work.

This December, Herrick helped launch Intense’s new “hybrid, IBD-centric” consumer-direct sales model, called Intense Rider Direct.

“As we have now moved into the Rider Direct business model, it has become more important to me to ensure we reinforce the core authentic roots that made the iconic Intense brand,” Steber said in a release. “I have a renewed focus to lead the brand to fulfill its promise and retain the position as a true innovator and disruptor in mountain biking.

“In making this change, I want to thank Andrew Herrick for his time and efforts to grow Intense and the Intense brand. I wish him the best in his future endeavors.”

In a follow-up call, Steber told BRAIN that Herrick was a key player in Intense’s transition from domestic aluminum production to carbon fiber manufacturing …read more

Via:: Bicycle Retailer and Industry News