Andy Steel has started as international sales manager in charge of the U.K. and the European Union at Bern Unlimited, the U.S. supplier of action sports helmets. Steel is based in the U.K. and he is already familiar with the brand since he has been the Bern brand manager for its U.K. distributor, Ultra Sport Europe, for the last six years. He was also U.K. brand manager for several other action sports brands sold by Ultra Sport, from Liquid Force Kitesurfing to Northwave, Drake and Amplid. Bern said that Steel achieved significant growth and sales penetration for both the winter and summer ranges, across all product categories. Steel's function did not previously exist as such, but his appointment came after the departure of Ryan Goedhart, who had been director of international brand development at Bern for two years. Steel's appointment was announced back in July among several others. Jeff Cavicchi, formerly U.S. sales manager, was promoted to director of global operations; Ronnie Tambourine, was hired to replace Cavicchi as U.S. sales manager, after ten years at FGL Sports Group, the Canadian sports retailer; and Brandon Dodd was recruited as vice president of global sales, after many years in the industry that saw him establish and sell several companies, until he joined the FGL group as director of sales in 2009. Steel is working together with Dodd to manage European sales. The relationship with Ultra Sport remains in place, among the brand's partnerships with about 25 distributors in Europe.

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