POC has named Nat Ross as its new POC USA Bike Sales and Marketing Manager. Ross, who has served as the North American Brand Specialist for fi’zi:k, will take on the management of all U.S. cycling category sales and strategic marketing of events, atheletes and product from POC's Rocky Mountain office located in Aspen, Colorado.

"I'm excited to take an incredible global action sports brand to the next level here in the United States," says Ross. "POC’s undeniable commitment to protective technology and creating the highest quality cycling products is something that I really respect. The current team and culture at POC fit in perfectly with my professional ambitions in both business and cycling."

More from POC on Ross’ new position:

"Brands are as much about the people as the products, and I have no doubt Nat is the right person to lead our POC USA bike division to the next level," says Ben Wallace, POC USA Vice President of Sales. "He's a major talent with a great reputation within the bike industry as an innovator and leader.  This hiring,coupled with an exciting development pipeline of new products is a major step toward capitalizing on POC’s huge potential in this category."

Ross comes to POC USA with extensive cycling industry and professional athlete experience. Most recently, he served as U.S. Brand Specialist for fi'zi:k, where he was responsible for managing inside and outside sales rep forces, while creating and implementing brand strategies for retailers, sales programs and events. During his days as a professional cyclist, Ross earned four World Championship titles, three National Championships, won Race Across America (RAAM) twice, and was inducted into the Mountain Bike Hall of Fame in 2008.  Ross is also the founder and CEO of the Pro Bike Center in Golden, Colorado.