1. TONY TORRANCE
2905 16th St. Boulder CO 80304 Phone: 720.369.1137 Email: torrance_tony@yahoo.com
PRODUCT MANAGEMENT / STRATEGY / DESIGN
Product Creator with the unique ability to create dynamic and innovative product ranges from blue space
that deliver year-over-year growth within start-up, turnaround, and rapid change environments.
Repeatedly produce innovative product ranges that change the landscape of the market. Proven
achievements in product management, product creation and go-to market strategy.
AREAS OF EXPERTISE
 Product Design and Innovation  Market and Consumer Research
 Product Management  Product Development and Commercialization
 Innovative Product Launches  Team Leadership
SELECTED ACHIEVEMENT HIGHLIGHTS
Launched a new segment of mountain bike footwear by creating a patented outsole
technology and leading an international Go-To Market Team that succeeded in positioning the
brand as a pioneer in the industry (most comprehensive product launch in brand’s history)
Led global mountain bike apparel repositioning – Transformed the company into #4 mountain
bike brand, with momentum to be #3, after four years of stagnant growth
Designed 2011 Eurobike Gold award-winning product (Best product of the show, Industry’s
largest trade show) along with footwear worn by two gold medal winning Olympians at 2008
Beijing Olympics, and one gold medal at the 2012 London Olympics
WORK EXPERIENCE
Boa Technology – Denver CO 2016
Global Category Manager
Overview: Collaborating with the world's best brands, I help to create solutions to improve the fit and
performance of key products (footwear, helmets, apparel, impact protection and bags
 Responsible for global alignment and planning for Boa’s next products that will be required for Boa to
stay ahead of the competition - ultimately leading to a growing/thriving global business.
 Strategic planning and global sales
 Collaboration on new model development and innovative product launch
 expanding Boa’s B2B and B2C marketing initiatives
 Global forecasting
 Global Marketing initiatives
Pearl Izumi – Louisville CO 2009-2016
Senior Global Product Line Manager – Design Manager
Overview: Transformed stale, flat category into top-performer. Reversed 4 years of stagnant growth into top
performing category in company portfolio (mountain bike apparel).
 Manage loose fit cycling apparel and cycling footwear business units
o 3 year vision and cradle to grave process improvement

2. o 20% SKU reduction with 30% category sales growth both (apparel and footwear)
 Created overarching footwear technologies that repositioned the brand
 Led the identification of global market opportunity and product line extensions for loose fitting road
cycling apparel
 Responsible for cycling footwear design
o Manage one internal footwear designer
o Manage external design resources
o Manage and planned activities to meet yearly budget
 Traveled to Asia and Africa to oversee final development and sign off on new styles
Pearl Izumi – Louisville CO 2007-2009
Global Product Line Manager and Lead Footwear Designer
 Responsible for merchandising of global cycling footwear line
 Responsible for Mountain bike apparel merchandising and European specific apparel line
 Responsible for all run and cycling footwear design
o Contracted freelance design firms for run footwear design while upholding Pearl Izumi design
esthetic
o Managed and planned activities to meet yearly budget
 Travel to Asia to oversee final development and sign off on new styles
 Conducted market research at cycling-specific events (US and Europe)
 Presented footwear line to U.S. and European sales reps and international distributors
 Worked with professional athletes to ensure best possible footwear designs
 Managed Pearl Izumi footwear internship program
Pearl Izumi – Louisville CO 2006-2007
Merchandiser and Senior Designer
 Responsible for merchandising cycling footwear line
 Travel to Asia to oversee final development and sign off on new styles
 Conducted market research at cycling-specific events (US and Europe)
 Designed Global Footwear line and Cycling Jerseys and shorts
Trek Bicycles – Waterloo, WI 2004-2006
Senior Product Designer - Advanced Concept Group/Nike Cycling
 Member of a four person team that designed and built Lance Armstrong's 2005 Tour de France “winning”
TTX time trial bicycle. Project took 4 weeks, shortest in Trek's history
 Designed and developed Nike cycling shoes
o Worked with Nike Cycling team to ensure products would fit the target market
 Designed and developed 2007 Trek Top Fuel and Fuel EX mountain bikes
o Worked with suspension vendors to ensure optimal performance
 Led user research (motivation, target market, perception), design and development of 2007 Lemond
carbon fiber road bike
General Motors – Warren MI 2002-2004
Design Quality and Verification Engineer
 Managed team of four, including 3D visualizers and physical property builders/modelers
 Identified and resolved Design Studio and Engineering issues
o Areas of concern: usability, aesthetics, manufacturability and ergonomics
Johnson Controls Inc. – Ann Arbor MI 2002
University of Michigan Research Grant - Team Leader

3.  Led an inter-disciplinary team responsible for research/design/construction of automobile interior with
ideas around cognitive comfort - issues of formal, psychological, physical, and sensory comfort were
explored
General Motors – Warren MI 1998-2001
Vehicle Integration Validation Engineer
 Full car vehicle durability testing
o Tested to latest Federal Motor Vehicle Safety Standards (FMVSS)
o Executed vehicle level development & durability plans on prototype vehicles
 Managed and planned activities to meet yearly budget
EDUCTATION
University of Michigan, Ann Arbor MI Magna Cum Laude Graduation date: April 2002
Bachelors of Fine Arts - Industrial Design GPA 3.6/4.0 Magna Cum Laude
 Irene Bychinsky Bender Award Recipient
Michigan Technological University, Houghton MI Magna Cum Laude Graduation date: May 1998
Bachelors of Science in Mechanical Engineering GPA 3.6/4.0 Magna Cum Laude
PATENTS
CA 2802338 A1, US 20130205621 A1, CA 2802538 A1, US 20120297591 A1, WO 2011029050 A1, WO 2012135007
A2, US 20110041360 A1, US D611237 S1, US D630419 S1
REFERENCES
Bobby Noyes, Owner – 303.444.2236
Rocky Mounts – Boulder CO
C.J. Riggins, VP Product - 303.520.4053
Kid Robot – Boulder CO
Philip Majure, Director of Footwear
Pearl Izumi – Louisville CO
Andrew Unkefer, Vice President - 303.579.7769
Multiprop, Inc – Boulder CO