True transitions from a similar post at PROBAR where his extensive experience assembling and managing sales teams effectively grew the brand within the outdoor and sporting goods channel. Previous to PROBAR, True served as Sales and Service Manager at Utah-based Waterbox and as the Store Manager for City Sports in Boston, MA.
“Colin brings a fresh does of energy and enthusiasm to the GU family,” relayed GU CEO Brian Vaughn. “We’re confident that his sales experience and knowledge of the category will continue to help GU grow and thrive in the dynamic nutrition market.”
“I’m beyond excited to be working for GU,” said True. “To join a company with such brand clout, which produces such amazing products, is a dream come true. I’ve been a GU user for over 12 years, so to be a part of this company truly merges personal passion with my career.”
True, a passionate outdoorsman, adventure racer and mountain biker, is currently focused on trail running and chasing after his three young daughters.
ABOUT GU ENERGY LABS
GU’s original Energy Gel was launched in 1993 in Berkeley, CA. GU Energy Labs consistent innovation keeps GU at the forefront of the industry. Roctane, Chomps and GU Recovery Brew are staples of endurance athletes’ worldwide, providing scientifically-proven, performance-tested nutrition. For more information about GU, log onto www.GUenergy.com
Scott Surface /OutsidePR /Scott@OutsidePR.com / 415.887.9036
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