Lori Barrett, Managing Director
Lori comes from a strong background in the bicycle industry: starting off as a racer & later team director for a domestic elite team, Lori has raced everything from road, to track, to Enduro & XC MTB. She moved on to run event & athlete sponsorship for Clif Bar in TX before heading into a sales rep role exclusive to the bicycle industry. She left her associate rep position to found a sales agency in the TOLA territory, selling it 2 years later & moving into a National Sales Manager role for Reynolds Wheels.
After 6 years running the North American subsidiary of ROTOR Bike Components, Lori felt like it was again time to build & began conversations to amplify the success she’d had bringing boutique, European brands to the US market.
Joel Sehloff, Technical Sales Manager
Joel started with Lori at Rotor America over 5 years ago, having worked extensively as a mechanic & service manager in years prior. Beginning as a traveling Technical Rep, Joel built his comfort with guiding shops & staff in everything from choosing the right parts to bring in, to assuring timely delivery through forecasting orders.
Now Lori’s right-hand man, Joel stands in for an engineering counterpart in complicated OE conversations & leads the SLC office in creating time-saving procedures.