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Vittoria Hires Dan McKenna as Commercial Director

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Boston, Mass. – Vittoria Industries North America, the U.S. affiliate of the historic Italian bicycle tire and wheel manufacturer, has appointed Dan McKenna as Commercial Director. In this role, McKenna will oversee all sales and sales support activity.


McKenna comes to Vittoria with 20 years of experience in the ski and bicycle industries. As a founder of a ski and bike shop, he knows how independent bicycle retailers operate, and as an avid cyclist he has a deep understanding of the new product Vittoria is creating.

“I look forward to helping the company grow revenues, dealer distribution, and OEM customers,” McKenna said. “I’ve always been involved in riding and always been a cyclist. I know what it’s like to be a retailer, and bring that unique perspective to the job.”

A lifetime skier and cyclist, McKenna worked at the Tecnica group for 15 years, eventually becoming the Vice President of Sales. After that, he became the Vice President of Sales and Marketing at Elan Skis.

In 2006, McKenna founded The Start House ski and bike shop in Woodstock, Vermont. After growing the company for six years, he sold the business and became a consultant for retailers throughout New England.

“Dan adds to our growing team in North America, by connecting with dealers authentically,” Vittoria North America CEO EJ Riordan said. “His experience on both sides of the counter will be an asset to our team.”

A recent Boston transplant, McKenna heads to Vermont to ski on the weekends. In the summer, he enjoys riding his bike on the roads and trails of New England.

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.