Heads up! Schuberth GmbH, the German-based premium motorcycle helmet manufacturer founded in 1922, has a new U.S. head. Christopher Bogue has been appointed President North America, signaling a renewed push to expand the brand’s presence across the U.S. and Canadian motorcycle markets. Bogue brings decades of experience in head protection and the powersports industry, including global leadership roles with Revelyst brands Bell Helmets and Giro. His background spans product sales, marketing and dealer channel expansion across the helmet and protective equipment sectors.
“Schuberth helmets are hand made in their own facilities in Germany and Italy, using production standards that are unmatched in the industry,” Bogue said. “The helmets are the lightest weight, quietest and most comfortable to wear for touring and adventure riders. Our new sales organization and the elevated dealer support will ensure that more riders across North America have access to the brand.”
In his new role, Bogue will oversee all North American operations including sales, marketing, dealer development and distribution. The appointment reflects Schuberth’s strategy to accelerate growth in the region while strengthening relationships with motorcycle dealers and aftermarket partners. Concurrent with Bogue’s appointment, Schuberth has expanded its North American sales structure, signing up a network of independent powersports sales agencies to broaden dealer coverage across key territories. The agencies and territories include:
Axi Sport Group — Southern & Central California, Hawaii
Livin The Dream Sales — Northern California, Reno / Lake Tahoe region
Jason Reiten — Arizona, New Mexico, Las Vegas
Doug Eliason — Utah, Colorado, Wyoming, Idaho, Montana
Techline Rep Group — Texas, Oklahoma, Louisiana, Arkansas
ACME Powersports — Minnesota, Iowa, North Dakota, South Dakota
DG Sales Group — Connecticut, Rhode Island, Massachusetts, Vermont, New Hampshire, Maine
Sport Tech Sales — New York, Pennsylvania, New Jersey, Maryland, West Virginia, Virginia
Squires Sports Inc. — North Carolina, South Carolina
The expanded rep network is designed to increase dealer engagement, improve regional support and accelerate product placement in powersports dealerships throughout the United States. With a strengthened leadership team and broader dealer outreach strategy, Schuberth aims to significantly grow its footprint in the North American motorcycle market over the coming years.
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