Posted on July 30, 2015

Michelin Introduces Mountain Biking Ambassador Program


Michelin has launched a new ambassador program for its mountain bike tire segment aimed at helping enthusiasts see the trail ahead through the eyes of a pro.

Michelin is launching the program with five ambassadors who are all certified instructors through the International Mountain Bicycling Association (IMBA). These ambassadors will support Michelin mountain bike tires by demonstrating the products’ performance during instruction classes and their personal riding experiences. Each ambassador will share those experiences with the broader mountain biking community by sharing through Michelin’s social media channels, attending grassroots events with Michelin and producing instructional videos.

Scott Givens (Phoenix, Ariz.), Jason Liebrecht (San Diego, Calif.), Shaums March (Sumas, Wash.), Brad Moskowitz (Waterburry Center, Vt.) and Kat Sweet (Issaaquah, Wash.) comprise the first five Michelin MTB Ambassadors.

“Avid mountain bikers look to experts for advice on gear, like tires, and they rely on professional training tips to kick their experience up a level,” said Yohann Leblanc, marketing and sales manager, Michelin Bicycle Tires, North America. “These professional instructors and riders, who are celebrated for their experiences, create great opportunities to talk directly to mountain bikers, whether experienced or beginners. We feel it will help expand the sport of mountain biking and promote the Michelin tires that enhance their ride.”

Michelin recently launched a line of Enduro mountain bike tires developed for a wide variety of terrain. The MICHELIN Wild Grip’R, MICHELIN Wild Race’R, MICHELIN Wild Mud Advanced and MICHELIN Wild Rock’R provide the consistent performance needed in mountain biking across varying terrain. Michelin supports the mountain bike community as a corporate partner with IMBA.


About Michelin North America

Dedicated to the improvement of sustainable mobility, Michelin designs, manufactures and sells tires for every type of vehicle, including airplanes, automobiles, bicycles, earthmovers, farm equipment, heavy-duty trucks and motorcycles. The Company has earned a long-standing reputation for building innovative premium tires.  In addition to tires, the Company also publishes travel guides, hotel and restaurant guides, maps and road atlases. Headquartered in Greenville, S.C., Michelin North America ( employs about 22,700 and operates 19 major manufacturing plants. Forbes magazine has ranked Michelin No. 1 on its annual survey of “Best Large Employers in America” for 2018. Learn more about purpose-driven careers with a purpose-driven company at


Category: Bicycle

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Marcus Tillman | April 28, 2017 @ 10:04AM
Sounds great but the Southeast U.S. is growing like Gang Busters and is not represented! Would love to help Michelin sell more tires here too!

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