CARLSBAD, Calif. (BRAIN) Ben Coates, an industry veteran most recently the president and COO of Revel Bikes, has joined Canyon Bicycles as its U.S. general manager.

Coates is also a former U.S. general manager for POC and was with Trek for 11 years before that, starting as the head mechanic for the Subaru/Gary Fisher mountain bike team.

"His experience includes a deep knowledge of customization, which Ben will bring to Canyon as the roll out of the MyCanyon program gathers pace in the U.S.," a Canyon press release stated.

"From top to bottom, Ben knows the bike industry. We are confident that he will further sharpen our U.S. team to have full focus on inspiring new customers, honing our unique identity and driving our future US retail strategy," saidCanyon CEO Nicholas de Ros Wallace.

In the release, Coates said, "This is possibly the best time ever for riders in the U.S. to be riding and buying bikes. We're seeing unprecedented growth in cycling infrastructure, and we've never been in a better position to cultivate new riders. I look forward to connecting with and inspiring U.S. riders with a portfolio of innovative products, and using our unique business model to grow Canyon in a sustainable and commercially successful way."

Coates officials started on July 7 and will be based at Canyon's U.S. headquarters in Carlsbad, California.