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Executive

Brand Development Professional with proven experience in elevating Global Cycling and Motorcycle Brands. Forward thinking, positive and proven. Mountain Bike Industry pioneer, Urban Cycling visionary, Motorcycle Industry activator. Excited to bring my experience, success and attitude to your brand to continue an upward trajectory for all parties and the planet. 

After working for the biggest and best brands in the Mountain Bike Industry, created boutique Agency to serve the Bicycle and Motorcycle markets. Clients have included Giant Bicycles, RedBull, adidas Eyewear, Ergon Components, WTB, Interbike, Malakye and more. 

Significant work in Branding, Mainstream and Endemic PR, Athlete Media Training, Creation and Infusion of Social Media platforms.

- Success Example: Hired by Trixter Inc. to promote their X-Bike indoor trainer with a moving handlebar that provided upper body resistance in addition to lower body conditioning, I recognized it would be the perfect tool for Supercross Athletes pre-race and mid-week training. 
Within one season, it was being used by every 450 SX Champion since and including Jeremy McGrath, at no cost to Trixter other than equipment. MX athletes and legends currently using it include: Ryan Dungey, Ken Roczen, Marvin Musquin, Ricky Carmichael, Chad Reed, Travis Pastrana, Johnny O'Mara, Aldon Baker and more.

Responsible for all Internal and External Communications. Wrote copy for ads and catalogs while working with the Art Director, Product Managers and Marketing Department to ensure correct, compelling and an ultimately Sales driving aura for the creator of modern mountain bike suspension. Also wrote speeches for the President and copy for Shareholder Reports. 

- Success Example: Conceived "BlackBox" development concept to promote and create anticipation for future product in the marketplace using RockShox' top athletes and testers. BlackBox continues to exist to this day, and has expanded to include components from SRAM Corporation, who bought RockShox at the end of 1999.

Communications Director

Led US side of Mountain Bike and Urban Cycling Product Development and Marketing. Chose the color, shape, and ergonomics of market-changing XTR group of components and introduced to the media and marketplace through Shimano's Skunk Development program and legendary ad agency Crispin, Porter and Bogusky. Saw to fruition the results of a ten-year push for Mountain Bike Disc Brakes with the introduction of XT Hydraulics. Rallied influential Small Framebuilders to introduce Nexus Internal city bike hub shifting systems at annual Interbike Trade Show. 

- Success Example: Created Skunk Development program to test and promote future product through Shimano's top sponsored athletes and legendary test crew. This program successfully helped move Shimano back to the unparalleled leadership position it enjoys to this day, defeating trendy suppliers with inferior and sometimes dangerous product.

Marketing Manager - MTB and Urban Cycling

Ran Racing Programs, Global Public Relations, and International Marketing Programs. 

- Success Example: Was hired to turn-around disastrous results at the World Mountain Bike Championships for the creator of modern mountain bike suspension. At the 1993 World Championships, RockShox won only three of thirty-six medals at the Worlds. Within one season, through my relationships with the racers and companies in the business, we returned from the Worlds with twelve medals, a 400% increase over the year before.

Sponsorship/Marketing Manager

Hired at what was truly the Golden Age of development for Mountain Bikes, when I started at Shimano, they were #2 in the market behind Suntour components in the Off-Road Market, and #2 behind Campagnolo by far in the Road Market. Through Shimano's commitment to engineering in Japan, and the desire to listen to employees and racers in the US Market, by 1990 the tables had turned. I was lucky enough to aid in the development of SPD Clip-in shoes and pedals, Hyperglide gear shift systems, RapidFire under-bar shifters and more. I convinced Japan to create a new group of Off-Road Components - XTR, which took the market by storm with it's superior performance. 



Marketing Manager

steve boehmke is an Owner at CFEprPlus - PR/Marketing and Business Development in orange, CA.

steve boehmke

steve boehmke

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