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CORPORATE CLOSE-UP: SCHWINN CYCLING & FITNESS

Published on .

Headquarters: Boulder, Colo.

Sales: Bicycle division, $130 million for 1994, up 18% from a year earlier; fitness division, $30 million, up 20%.

Leadership: Chuck Ferries, chairman; Tom Stendahl, president; Skip Hess, VP-bikes; Kevin Lamar, VP-fitness; Rob Schuham, director of marketing-fitness; Gregg Bagni, director of marketing-bikes; Rick Bradham, VP-parts & accessories.

Recent successes: The Homegrown racing and mountain bike and the Cruiser, featuring the original 1955 design, lines are in demand. The parts & accessories division's sales of $20 million are up 30%.

Challenges: Attract cycling fanatics and the dollars they spend to the Schwinn brand.

Source: Advertising Age and company reports

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