Bell Helmets has appointed Ash Kane as its new EMEA sales and marketing lead for its powersports business.

Kane will be responsible for the day-to-day management of Bell’s EMEA distributors and related sales forces, while simultaneously working to develop new distribution channels. Kane will work closely with Matt Schumann, director of sales, and Chris Sackett, business unit director, to develop and implement the company’s strategic direction for Europe and ensure all marketing business development, financial and operational objectives are met.

Kane joins Bell with 20 years of industry experience and 12 years of international sales experience, during which point he helped grow Fox nearly seven-fold from 1996 to 2007. His proven record of sales growth while at the helm of Fox will boost Bell’s brand throughout the European market for years to come, according to the company.

“Heading into Europe for the first time in more than 20 years, we knew we needed to get someone who had a proven track record,” said Matt Schumann, director of sales – powersports. “Ash has been doing this for a long time, and he has the relationships we need to succeed overseas. We’re excited to have him leading the charge for Bell in Europe.”

Kane is an active motorcyclist – partaking in both motocross and road racing. His hire marks a successful milestone in Bell’s ongoing effort to identify and secure experienced industry professionals for several essential sales and marketing leadership positions that are critical to the company’s ongoing developmental efforts in Europe, South Africa, New Zealand and Brazil, according to the company.