Live To Play Sports
Paul Nielsen has extensive work experience in the sports industry, primarily in sales and management roles. Paul has worked for Live To Play Sports since 1991, starting as a Sales Representative and progressing to Eastern Sales Manager, National Sales Manager, VP of Sales, and currently holds the position of VP General Manager Canada. In addition, they have also been involved with the Canadian Independent Bicycle Retailers Association (CIBRA), serving as a Board Member, President, and Advisor.
Paul Nielsen earned a Bachelor's Degree from The University of British Columbia, with majors in History and Political Science.
Live To Play Sports
Live to Play Sports is Canada's largest and most experienced wholesale distributor of premium bicycles, parts, and accessories and the parent company of Norco Bicycles and Axiom Cycling Gear. Since 1964, we've excelled in delivering premium brands to independent speciality bicycle dealers. We’re a group of passionate riders, connecting people with cycling. Mission: Making lives better through cycling by developing, marketing & distributing specialty cycling brands. Vision/Purpose: We believe everyone is a cyclist. We embrace cycling’s potential to improve the quality of life for everybody. Through Norco, our other proprietary brands, and those we partner with for distribution within Canada, we will achieve a touch point with every cyclist.