SIGNA Sports United Bike Continues US Growth with Experienced Hires in Brand Marketing and Creative Teams

June 19, 2023

Lacy Kemp joins as Nukeproof US Brand Manager; Pace Roghaar joins as SSU Bike Graphic Designer.

June 20th, 2023 – Park City, UT/ENDURANCE SPORTSWIRE/ – The North American division of SIGNA Sports United (SSU), the global #1 sports specialist online retailer listed on the New York Stock Exchange, today announced that Lacy Kemp and Pace Roghaar have joined SSU’s North American bike division. Lacy joins as Nukeproof brand manager, while Pace joins as graphic designer for the SSU portfolio of brands.

Lacy is a seasoned professional in the industry with a proven track record of success in marketing roles for several top-tier bike brands. She has produced numerous mountain bike films, written for industry-leading publications, and managed world-class athletes. Most recently, she worked in marketing and communications for Kona. Prior roles include marketing and editorial positions with Contour, BIKE, and Diamondback.

In her new role, Lacy will be responsible for driving Nukeproof USA’s strategic brand positioning, B2B and DTC marketing and brand communications, and working closely with the company’s sales and product teams to drive brand awareness, demand, and sales growth. “I’m a bike industry veteran who has been on every side of the table. Bikes are my home, and I’m pumped to have the opportunity to tell amazing stories for Nukeproof—a brand with heritage and product focus that I admire,” said Kemp.

Pace joins SSU from YT Industries, where for two years he served as that brand’s US graphic designer. In addition to extensive work in the bike industry, Pace has over 7 years of design experience with a creative skillset that ranges across traditional and digital media, which is especially important for SSU’s catalog of B2B, DTC, and hybrid brands. “I’m thrilled to work in conjunction with the strong team assembled at SSU, especially as it allows me to spread my creative talents across an amazingly diverse portfolio of emerging and legacy brands,” said Roghaar.

“We’re incredibly lucky to have Lacy and Pace join the US SSU team. Lacy’s reputation and successful portfolio speak for themselves, and her personal passion for the sport brings the kind of authenticity to this role that is so critical for Nukeproof. And, with his international experience, Pace understands the sensitive but essential balancing act required for global brand consistency while maintaining localized authenticity,” said Matt Heitmann, CMO for SIGNA Sports United’s North American bike division.


For media inquiries, please contact:

Garin Fons / c: 1.952.239.1422 / e: garin@igtstudio.com

About Signa Sports United

SIGNA Sports United (SSU) is a NYSE-listed specialist sports e-commerce company with headquarters in Berlin. It has businesses operating within bike, tennis, outdoor and team sports. SSU has more than 80 online sites and partners with 500 shops serving over 6.5 million customers worldwide. SSU’s North American Bike Division launched operations in November 2022 and includes B2B as well as DTC sales of Nukeproof bikes, parts, and accessories, and DTC sales of the Vitus brand.

Further information: www.signa-sportsunited.com