Jeff Steber Named CEO of Intense Cycles 9

Founder of Intense back at the helm, M29 DH bike will be available for purchase.

Jeff Steber Named CEO of Intense Cycles

For Immediate Release – Thursday, January 18rd, 2018

Temecula, CA -- After a number of years of growth and product development, Jeff Steber, Founder and Principle share holder announced today he is returning to the position of CEO of Intense Cycles. “As we have now moved into the Rider-Direct business model, it has become more important to me to ensure we reinforce the core authentic roots that made the iconic Intense brand. I have a renewed focus to lead the brand to fulfill its promise and retain the position as a true innovator and disruptor in Mountain Biking”, says Steber. “In making this change, I want to thank Andrew Herrick for his time and efforts to grow Intense and the Intense brand” says Steber. I wish him the best in his future endeavors”.

Intense has an aggressive agenda planned for 2018 that is centered around the brand’s foundation. Racing programs and R&D projects will be the key focus for immediate and future initiatives, as well a renewed investment into cultivating and supporting dealers and riders who embrace the philosophy of “Intense For Life.”

With Intense Factory Racing’s bold return to the forefront of DH racing in 2017, Intense is looking forward to a highly-anticipated race season. The team makes its first stop at Crankworx Round #1 in April where IFR front-man, Jack Moir will fight to defend his reign as Downhill gold medalist in Rotorua. IFR will compete in all Crankworx and UCI World Cup events and continue to test and prove the bikes at the pinnacle of the sport.

Intense also plans the addition new models this year and will continue to develop and refine existing models in the lineup. “One of the projects that we are most passionate about, the M29, will be ridden by all the IFR team members this year, and we are excited to release that model for production later this spring,” says Steber.

The M29, as with all Intense bikes, will be available through Intense Rider-Direct, which is an initiative announced in December. Intense continues to promote and grow this direct-sales hybrid program and is committed to supporting both independent bike shops and the new Rider-Direct program, providing purchasing options and great service to riders while keeping independent bike shops included in the commerce chain.

This year marks the 25th anniversary of Intense Cycles. “As a brand, we’ve been around long enough to see some ups and downs.” says Steber. “I have gained valuable experience, and it has become clear to me the qualities that make Intense exceptional. In these areas, I will not compromise. I am excited to be back behind the wheel and looking forward to steering the brand for years and decades to come.”

Intense Cycles, Founded in 1993, is an innovator in the MTB industry with bold, striking designs, engineered to compete at the pinnacle of the sport. We are driven to bring world-cup proven technology to passionate riders worldwide. Racing is our True North. We are Intense.

Listen to Vital's Inside Line Podcast with Jeff Steber recorded last month


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  • JBSDesigns

    1/22/2018 1:15 AM

    Awesome Jeff! Looking forward to meet you and hang out in April!

  • kwapik

    1/19/2018 10:56 AM

    Hopefully he'll look into improving customer service.

    On a different note, good to hear they will be selling their 29 DH bike to the public.

  • Lance_h

    1/19/2018 10:02 AM

    taking more margin from the LBS... Already moved to MEC trying to save sales. Im sorry but you guys don't have much weight in Canada anymore.

  • metadave

    1/19/2018 4:30 PM

    Save sales? How much were they selling in Canada before the move to MEC and direct? Every shop in Canada I was ever in, Intense was back up while everyone pushed Santa Cruz up for effectively the same bike/price while OGC provided them terrible distribution service. They refused to sell my small shop one frame because we wouldn't order five. I've worked in shops in Canada for 14 years and I've seen this all over.

    Now they've opened themselves up and are selling more bikes and you're mad? You saying they don't pull much weight in Canada anymore is BS. They're supporting the CN/BC enduro series and grom teams. The only people they don't pull weight with is crusty shop staff that just want something to complain about.

  • obygobywanoby

    1/19/2018 5:33 PM

    Daaaaaaanm, got him on the ropes! As a former shop wrench I can personally vouch for the crusty elitism of a lot of shop guys...

  • Good Guy

    1/20/2018 5:50 AM

    I love Intense and personally know a lot of the staff there. I've heard Lance_h sentiments from a bike shop on the North Shore regarding how they don't carry Intense any more; referrencing the deal with MEC and price (which is odd to me since wouldn't it be a cheaper price if at MEC). I kinda get the whole association with MEC since it's like a Canadian version of REI.

  • woodybepierced

    1/19/2018 7:06 AM

    WOW! I thought he was still the CEO this whole time... ??‍♂️

  • yeahdude1976

    1/19/2018 7:19 AM

    I think it's been like 5 years or so... He always owned the company, just wasn't running it himself.

  • obygobywanoby

    1/19/2018 8:54 AM

    Andrew Herrick has been running Intense for about 5 years, he's an industry trekker. Andrew was running Crank Bros before Intense and Pedros before that...

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