Press Releases

Vittoria Appoints Ken Avery as Vice President of Marketing and Product

Boston, Mass. – Vittoria Industries North America, the U.S. affiliate of the historic Italian bicycle tire and wheel manufacturer, has appointed Ken Avery in the role of Vice President, Marketing and Product.


Previously, Avery worked for Vittoria in the role of Brand Manager. In his new role, he will lead North American efforts to expand the recently re-branded Vittoria tire and wheel line, as well as traded brands 3T and Selle Italia.

“This is an exciting time at Vittoria, with a new wheel line, state of the art compound factory, and double digit growth in the mountain bike segment,” Avery said. “To be a part of the team making it happen is an honor.”

Prior to Vittoria, Avery spent 10 years working for a competitive company, Maxxis International, leading product design. In both roles, Avery improved athlete experience through the creation of new products, and the improvement of existing ones.

“Ken brings a technical approach to communicating product features to our core consumer,” CEO of Vittoria Industries North America EJ Riordan said. “His experience as a rider allows him to speak the language, and translate it into world class products.”

An ex-elite mountain bike racer, Avery qualified and competed in the ESPN Winter X Games in 2000. He holds three top-10 Collegiate National Rankings, and in 1999 was the Eastern Collegiate Cycling Conference Champion. Today, he continues to ride from his home in Amherst, N.H., with his wife Rachel and daughter Tessa.

About Vittoria:

The company known as Vittoria was founded near Madone, Italy, in 1953. Since then, Vittoria has built highly reputable partnerships within in the cycling industry and created a distinct brand image. Today, Vittoria is the world’s leading manufacturer of bicycle tires with an annual production of more than 7 million tires and 900,000 high performance tubulars and cotton tires. Its research & development center develops the best racing tires at all levels. Vittoria’s worldwide commercial operations are shared among three distinct regions: Vittoria SpA is responsible for Europe, Middle East, Africa and Latin America (EMEA & LATAM). Vittoria Industries North America, Inc., is responsible for North America. Vittoria Asia Pacific, is responsible for Asia-Pacific region. The group holding company, Vittoria Industries Ltd, carries out manufacturing and R&D at its fully-owned Lion Tyres Thailand Ltd factory in Bangkok.