Reynolds Cycling Hires Alexander Mai as General Manager of European Sales—Travis Erwin Promoted to Director of Global Sales

Sandy, Utah (June 14, 2016) - Reynolds Cycling’s current European General Manager, Travis Erwin, has been promoted to Director Of Global Sales. Travis has been based in Maastricht, NL and will relocate to Reynolds headquarters in Salt Lake City for the role. As director, Erwin will develop and execute Reynolds’ overall business strategy and capture opportunities for profitable growth and new business development in all markets. 

“This promotion comes at a great time for the company. Our European presence is at a level we are happy with—getting Travis back to Salt Lake to oversee sales will help us maintain our growth and market presence as we move into 2017 with new product and technologies,” said Mike Dufner, Reynolds Cycling’s CFO. In his new role, Erwin will direct Reynolds’ senior Sales team, helping to optimize performance and achievement of sales targets and the expansion of the Reynolds Cycling customer base. 

Alexander Mai has been hired as the Sales and Marketing Manager EMEA. Mai brings a long history of European brand management to the Sandy, Utah-based manufacturers of premium carbon fiber bicycle wheels. Prior to joining Reynolds Cycling, Mai spent four years as the European Sales and Marketing Manager for Lezyne USA Inc. In this role, he primarily focused on Aftermarket sales and managed over thirty-one accounts in twenty-nine countries.

“I could not be more excited about my new role with Reynolds Cycling. Reynolds wheels are the epitome of carbon fiber wheel construction and are regarded around the globe as superior offerings for any bicycle,” stated Mai. Prior to his time with Lezyne USA Inc., Mai was a territory sales representative in mid-western Germany for Fritz Wittich GmbH, a position in which he represented brands such as Norco Bicycles and E-Thirteen components.

“Alex has the European industry experience and relationships in place that Reynolds needs for this role. His transition onto our team has been seamless thus far and we are excited about the potential he shows for the continued success of our deep European consumer base,” stated Erwin. In his new role, Mai will address both Aftermarket and OEM customers continuing to develop market presence in Europe, Africa, and the Middle East. 

About Reynolds Cycling:

Reynolds Cycling engineers and manufactures premium carbon composite bicycle wheels sold in more than 48 countries worldwide. Reynolds has an unwavering dedication to innovation and quality, housing a state-of-the-art engineering and testing studio, sourcing only the highest quality materials, and maintaining ownership of a dedicated manufacturing facility. A pioneer in composite design, Reynolds brought the first all-carbon fork to market. Two decades later, Reynolds Cycling remains committed to making the best, lightest and fastest wheels available, proven both in the lab and under the saddles of the world's top cyclists and triathletes. For more information, visit

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Nick Ranno | Verde Brand Communications | | 970.259.3555 x147