HLC is proud to recognize David Devine, who was promoted to the role of Vice President, U.S., in early 2026. 

Devine joined HLC in fall 2024 as VP of Brand Management & Business Solutions after spending 14 years in bicycle product development in the U.S. Since joining HLC, he has strengthened the company’s premium brand portfolio, deepened supplier partnerships, and helped build stronger connections with independent bicycle retailers.

Today, he leads HLC's U.S. commercial and product teams, guiding the company's strategy and continued investment in the bicycle industry. His long career in the bicycle industry shapes his approach to leadership. He started out working in local bike shops, where he developed a firsthand understanding of the retailers, employees, and riders who drive the specialty bicycle industry.

“David grew up in the bicycle industry, and he genuinely loves it and wants to leave it better than he found it,” said Pat McGinnis, President and CEO of HLC North America. “He is bright, curious, and always looking to learn, which makes everyone around him better. I often tell our leaders that the qualities that make someone a good neighbor also make someone a great colleague—integrity, generosity, reliability, and genuine care for others. David is exactly that kind of person. HLC is fortunate to have him, and so is the bicycle industry.”

 As Vice President, U.S., Devine brings HLC’s teams closer to the retailers and suppliers they serve. He also continues to invest in the products, technology, and support that help independent bicycle businesses grow. 

“My goal is to bring our teams even closer to those shops that have trusted us to be their partner and are excited to shop the catalog,” said Devine. 

Devine’s leadership will help HLC strengthen its role as a trusted partner to bicycle retailers and the brands that serve them.