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

Michelin, the leading mobility company, is dedicated to enhancing its clients’ mobility, sustainably; designing and distributing the most suitable tires, services and solutions for its clients’ needs; providing digital services, maps and guides to help enrich trips and travels and make them unique experiences; and developing high-technology materials that serve a variety of industries. Headquartered in Greenville, S.C., Michelin North America ( has more than 21,400 employees and operates 19 major manufacturing plants. 

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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