Bruno Coffre, former European sales manager at New Balance and Cascade Designs, has become president of Action Sport Equity (AS Equity), a French-based distributor of bicycle and motorcycle equipment. The 49-year-old Frenchman succeeds Michael Stelzhammer, who has been in the company for nearly three decades and took over as president in 2006, to complete its transition from a privately owned business to a French market leader in motorcycling equipment backed up by an investment firm. While Stelzhammer will remain at AS Equity, Coffre is meant to expand sales and improve its profitability. After stints at Nike and Procter & Gamble, he became general manager of New Balance in France and then head of sales in Europe. In 2006, Coffre switched to Cascade Designs, the American outdoor equipment company, as European sales director, based in France. But he didn’t stay long and, in August 2007, together with Spanish partners, he set up Privalia, an electronic platform for private sales of fashion products, which became the leading site of this kind in Spain and one of the leaders in Italy. AS Equity consists of Royal Moto France, Royal Velo France (with such brands as Sidi, Giro, Bell, Camelbak and Fox) and Royal Outdoor, specializing in sportswear with the Fox brand. It has annual sales of about €30 million, nearly all of them in France, but it’s one of Coffre’s assignments to expand sales in the Benelux countries, where AS Equity has an under-performing subsidiary.