Trade Resources Company News Bern Unlimited Revamps Sales Leadership

Bern Unlimited Revamps Sales Leadership

Bern Unlimited Inc. has promoted Jeff Cavicchi, formerly National Sales Manager, to Director of Global Operations and named three new leaders to head up sales both in the U.S. and overseas.

Cavicchi, a 20-year veteran of the bike industry, will oversee all facets of, and strategy pertaining to, Bern's internal business systems, 3PL operations, accounting and customer service divisions, and demand planning and inventory management across all product categories.

"Bern is honored to promote Jeff Cavicchi to Director of Global Operations, as he has proven to be a valued leader and strong component within our sales department over the past year" said Dan Murphy, president of Bern, a manufacturer of action sports helmets located in Kingston, MA. "Jeff's skillset will help to streamline Bern's current efforts and heighten our ability to supply world class service to our distributors, retailers, and end consumers, and will help to create synergies with our current vendor partnerships."

Cavicchi joined Bern nearly a year ago after two decades at P&A distributor Downeast Bicycle Specialists, which was acquired by the Hans Johnsen Company in 2013.  He served in a variety of capacities across all departments at Downeast, most recently as the national sales manager.

"While I have thoroughly enjoyed leading the U.S. sales team for Bern, and have forged many great relationships with our customers and outside reps in a short period of time, I am very excited to be moving into the operational side of the business," said Cavicchi.  "With my background in wholesale distribution I feel that I can make significant contributions to the foundation of Bern's business structure, helping to fully support the sales and marketing departments in the process.  In addition, I am very confident that the newly-hired sales team will do a great job picking up where I leave off, and I am excited to see what they can do in the coming months."

Cavicchi got his start in the bicycle industry on the retail and warehouse floors, and has worked in sales, operations, and management over the course of his career. He has degrees from Yale and Columbia Universities and is an avid cyclist.

The first project on Jeff's plate as Director of Operations will be to implement Bern's new ERP system, NetSuite.

Ronnie Tambourine Hired as New U.S. Sales Manager

As a result of Cavicchi's promotion, Bern has hired industry and sales veteran Ronnie Tambourine to oversee U.S. sales.

Tambourine brings with him extensive experience in marketing, sales, public relations, and business development from a variety of industries.  Born and raised in the Midwest, Tambourine moved to the West Coast to pursue a degree in communication with an emphasis on marketing and public relations.  As an avid outdoorsman, Ronnie was drawn to the mountains of Northern California after graduation, and chose to call Northern Lake Tahoe home.

More at home in the outdoors than in an office, Ronnie nevertheless has proven himself a true sales professional over the course of his career.  Priding himself on his ethics and honesty, Ronnie looks to build long-lasting and mutually beneficial relationships with customers and co-workers alike.

"Bern has always been dedicated to the perfection of helmet design and to being a leader in head protection.  Joining a team that is focused on remaining true to its roots while also setting new standards in our industry is very inspiring," Tambourine said.  "This is a brand with untapped potential and I am excited to be a part of a team that is determined to strengthen Bern as a household name."

For the past ten years, Tambourine has been a part of the FGL Sports Group, the largest national sports retailer in Canada, where he played key roles in line planning, product design and development, marketing and advertising, branding and brand management, sales management, and athlete management.

"The addition of Ronnie Tambourine will open new opportunities within Bern's Water and Skate divisions, while complementing our core snow and bike divisions throughout the United States. Ronnie's hands-on approach with retailers and reps alike will expand and strengthen our U.S. sales strategy," said Dan Murphy, Bern's President.

Tambourine will be based in Truckee, California.  He can be contacted at

Andy Steel Hired as New EU/UK Sales Manager

Complementing the hiring of Ronnie Tambourine as U.S. Sales Manager, Andy Steel joins the Bern senior management team as EU/UK Sales Manager.  Steel is a long-time associate of Bern's, having worked for the company's UK distributor, Ultra Sport Europe, since 2011.  During his time at Ultra Sport Steel managed the winter and summer Bern product lines for the distributor, achieving significant growth and sales penetration for both seasons across all product categories.

"During my time at Ultra Sport I internalized Bern's vision and strategy while helping to grow Bern's business in the key EU/UK market for Ultra Sport.  Being able to take my passion for the company and apply it directly as a full-time member of the Bern team is extremely exciting for me on both a personal and professional level," said Steel.

Steel graduated from Southampton University in 2000 with an honors degree in Maritime Leisure Management.  After 10 years working, both within the UK and internationally, in watersports instruction and watersports center management, Steel transitioned to a sales role in the outdoor play and skate industry, where he enjoyed a successful 7 years.  Looking to get back into action sports, Andy joined Ultra Sport in 2011, where he remained until joining Bern this month.

"The entire Bern family has worked alongside Andy Steel for the past six years, during which time he has proven to be a valuable part of the Bern fabric.  Andy's knowledge of Bern's products, the European market, and Bern's brand vision will help us provide the best customer support in the EU and UK with boots on the ground and a well-developed sales strategy," said Dan Murphy, Bern's President.

Steel will be based in the UK, and will handle all UK and European sales for Bern.  He can be reached at

Brandon Dodd Hired as Vice President of Global Sales

Finally, tying the sales team together, Bern has hired long-time industry veteran and executive Brandon Dodd as Vice President of Global Sales. Brandon will be charged with overseeing Bern's worldwide sales strategies, new opportunities and current sales relationships.

Dodd began his career in the outdoor sports industry in 1994, when he opened his first All Sports Replay store in Steamboat Springs, CO.  ASR was founded as an outlet store for Nevica/Killy, and proved wildly successful right out of the gate ?setting the tone for what was to come in Brandon's career.

In 1995 Dodd opened ASR stores in Glenwood Springs, Grand Junction, and Gunnison Colorado, going from one location to four in under a year.  Building on his initial success, Brandon accepted the position of Vice President of Sales for Gen-X Sports, a manufacturer and marketer of sporting goods based in Southern California, in 1997.  In this position, Dodd was responsible for domestic and international sales for brands such as Vision, Lamar, Arnette, and Sims.

Also in 1997, Dodd sold all four of his ASR retail stores, freeing himself up to focus full-time on his role at Gen-X.  In 2000, Gen-X was sold to Huffy and Dodd set out on his own, founding The Dodd Agency, an independent sales agency located in Southern California.  It was at this time that Brandon first met Dennis Leedom, the founder of Bern Unlimited.  The Dodd agency represented, along with brands such as Sims and Arnette, Leedom helmets, Dennis's first company and the precursor to what would become Bern.

Recalling this first meeting with Dodd, Leedom said "I actually met Brandon's wife Karen first ?she was a rep for Gen-X and approached me about purchasing some closeout Leedom helmets.  Through that meeting I was introduced to Brandon, and the two of us hit it off immediately.  We quickly bonded over our passion for outdoor sports, our love of our customers, and our relentless pursuit of the sale.  Soon after our first meeting, Brandon expressed an interest in representing Leedom helmets in SoCal, and a deal was quickly struck.  After the untimely demise of Leedom, Brandon and I went our separate ways, but have never lost touch.  I feel privileged to call Brandon a friend, and could not be more proud to have him on the Bern team."

In 2003 Dodd also launched his own apparel and accessory brand, Allyance. Dodd sold the company in 2005, moving on to found Access Distribution, a wholesaler specializing in both house-branded product and off-price product from mainstream brands.  Access developed close working relationships with key vendors such as Electric, Spy, Dragon, Oakley, and Burton, and quickly grew sales.

In 2009 Dodd sold Access Distribution to the FGL Group, Canada's premier national sporting goods retailer.  As part of the sale, FGL retained Brandon as Director of Sales, a position which entailed management of external sales in snow, bike, footwear, outdoor accessories and apparel.  During his time with the FGL Group, Dodd was tasked with growing branded and off-price product sales, a role at which he excelled.

Of his hiring Dodd said "I am ecstatic to join the Bern Unlimited team.  I have known Dennis Leedom for 15+ years and truly admire his passion to build the absolute best head protection on the planet. Over the years Bern has become one of the most recognizable brands in the industry. I am excited to join the team and contribute to the mission of making Bern the number one helmet brand in the world."

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