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Giro announces New Hires within Marketing Team

June 16, 2021

Peter Nicholson joins growing team as Brand Manager

(June 16, 2021 – Scotts Valley, CA) Giro Sport Design, the cycling world’s design leader, today announced several key hires and promotions in a move to expand their brand and marketing team. Peter Nicholson joins as Brand Manager, Giro Bike while Eric Richter moves into a new role as Bell, Blackburn & Giro Commercialization Manager. Additional hires include Merve Aslan for Digital Planning and Forecasting, Maya Krause for Digital Merchandising, Jasper Lyons as Digital Marketing Coordinator, Molly Herwehe as Digital Marketing Specialist, and Maria Esquivas as Product Graphic Designer.

Nicholson was most recently Partner at TRUE Communications, which remains Giro’s public relations Agency of Record. During his 11-year tenure at TRUE, he was PR account lead on a long list of iconic brands including Giro, Canyon, Stages Cycling, TrainingPeaks, BMC, Cervélo, Castelli, and others.

“I’ve worked with the Giro team for over a decade and am extremely proud of what we have already accomplished together,” said Nicholson, “from launching the aero road helmet category with the Air Attack to disrupting cycling apparel with the New Road collection, to helping establish Grinduro and, most recently, Flashpoint MVMNT. Giro is a legendary brand and I feel truly fortunate to join a growing team with so much talent at a time of significant investment and opportunity.”

 After two decades in Brand Management and Development, Richter will take on a newly created position for Bell, Blackburn, and Giro brands, working with product, marketing, and sales teams to manage global commercialization.

About Giro:

Founded in Santa Cruz, California in 1985, Giro Sport Design is a leader in the design, fit and engineering of innovative products that complement the body and enhance the rider’s experience. From the first lightweight, high-performance helmets for cycling and snowsports, to category-leading apparel, footwear and accessories, Giro is committed to being the first choice of riders because we understand that riding is the best part of a great life. That’s why we do what we do. So as long as riders keep striving for better, we’ll keep making the gear that gets them there. www.giro.com