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Weston Luzadder | Principal | Utah, Wyoming, Montana
Weston Luzadder | Principal | Utah, Wyoming, Montana
Weston moved from the Midwest to the Rockies in 2013, drawn by the cycling industry and the mountain lifestyle. A former professional road racer, he brings firsthand product knowledge and more than a decade of outdoor-industry experience to every partnership. Weston is committed to representing products he uses, building lasting retailer relationships, and helping clients grow through responsive, hands-on support.
Daniel Holloway | Colorado
Daniel Holloway | Colorado
Daniel brings 15 years of professional racing experience and a deep knowledge of cycling products to Alta Group. A Northern California native, he earned a place on the long team for the Tokyo 2020 Olympic Games before retiring from competition in 2021. Daniel now shares that experience with retailers across Colorado. Away from work, he enjoys riding, hiking, camping, and spending time with his wife, Becca, and their son, Dov.
Adam Trost | Arizona, New Mexico, & Las Vegas
Adam Trost | Arizona, New Mexico, & Las Vegas
Adam is a lifelong bike-industry professional with more than 25 years of experience as a retailer, shop owner, certified fitter, and racer. Based in the Phoenix area, he combines technical product expertise with a practical understanding of what bicycle dealers need to succeed. His riding background spans road, time trial, gravel, cyclocross, and criterium racing.
Tate Knowles | Utah
Tate Knowles | Utah
Tate has spent 15 years riding and racing across BMX, mountain bike, road, and cyclocross disciplines. Since entering the cycling industry, he has worked in service, sales, and purchasing, giving him a well-rounded understanding of retailer operations. Based in Salt Lake City, Tate enjoys riding, trail running, camping, and exploring the outdoors with his partner and their dog, Spicy.
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