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Changing Lanes

Yamaha Bicycles Expands Sales Team as Inventory Arrives for U.S. Market

Yamaha Bicycles, a pioneering leader in e-bikes for nearly 30 years, is adding to its sales team, filling new positions in the Northeast and Midwest this year as inventory of new bike models arrive in retail. Danielle Strader has taken the newly created position of field sales and marketing representative for the Northeast region covering New York, Vermont, New Hampshire, Maine, Massachusetts, Rhode Island, Connecticut, New Jersey, Delware, Maryland, the District of Columbia, Pennsylvania and Ohio, while Yamaha is also actively seeking to fill another new and similar position in the Midwest.

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“We’re expanding our regional sales force in lockstep with our ever-expanding network of retail partners and model lineup that now comprises some of the best-in-category fitness and commuter e-bikes, full suspension e-mountain bikes, and drop bar e-gravel bikes,” said Drew Engelmann, national sales and marketing manager at Yamaha Power Assist Bicycles. “While we, along with the entire cycling industry, have been experiencing supply chain challenges, I’m excited to report that we now have new inventory actively shipping out to our retail partners across the country. The timing is perfect to bolster our team on the East Coast, with Danielle bringing such a wealth of experience in cycling and passion for the Yamaha brand.”


Strader has worked professionally in the bicycle industry for over a decade as a bicycle mechanic and shop owner. She has also worked in non-profit advocacy and education for bicycle mechanics across the country, helping develop certification programs and resources. As a lifelong motorsports enthusiast, she is right at home at Yamaha as the company bridges the gap between the two industries.

“It is an extremely exciting opportunity to join this pioneering brand in power-assist bicycles and, of course, one of the world’s leading brands in motorsports,” Strader said. “Yamaha’s team is as passionate as its customers, and we’re still on the front end of what I expect is an extraordinary growth opportunity for e-bikes and the Yamaha Bicycle group in the U.S.”


Next year will mark the 30th anniversary of when Yamaha launched the world’s first electrically power-assisted bicycles in 1993. Since then, Yamaha has sold more than 5.5 million e-bikes worldwide, making it one of the largest e-bike original equipment manufacturers in the world. An overview of Yamaha’s history in e-bikes is here:

Yamaha Power Assist Bicycles is part of the Smart Power Vehicle Division of Yamaha Motor Corp., USA. The Yamaha Bicycles lineup includes a variety of power-assist bicycles for fitness, fun, commuting and serious recreation. View Yamaha’s full line of Power Assist Bicycles at and find a local retailer at Yamaha’s dealer locator. See future Yamaha Bicycle models at

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