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How To Break Into The Cycling Industry – CamelBak’s Seth Beiden

how to break into the cycling industry with camelbak marketing manager seth beiden
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how to break into the cycling industry with camelbak marketing manager seth beiden

Among the most laid back people in the industry that we hang out with at the tradeshows, events and races is Seth Beiden, marketing manager at CamelBak. Besides hooking us up with sweet packs (thanks man!), he’s generally got a cold beverage and a smile on his face. Between the hula bar expo booth and his flip flop uniform, you’d be forgiven for thinking he’s just there working’ the booth. Turns out, he really does do some “hard” work, but he also shows just how much fun it is to work in the cycling industry…

BIKERUMOR: Who are you and what are you doing here?

SETH: I’m Seth Beiden from CamelBak and I manage PR and Marketing programs for Recreational (outdoor, bike, run, stand-up paddle, lifestyle) and Military/Tactical channels of our business. I cover anything from Chem Bio Reservoirs and Tactical Gloves to SUP vests and mountain bike hydration packs.

Leading the CamelBak paceline at last year's Levi's Gran Fondo.

BIKERUMOR:What was your first job or experience in the cycling industry? How did you “break” in?

SETH: CamelBak is my first “real job” unless you count paintball shops and coffee shops. I started at CamelBak over 4 years ago and “broke in” as a marketing coordinator eager to get my feet wet in the bike/outdoor industry. Four years later here I am. I wouldn’t have it any other way.

BIKERUMOR:What’s your educational background?

SETH: I started college focused on becoming an architect or engineer. My dream was to design bridges and buildings but somehow ended up getting a BA in Sociology. Go figure…people interest me and people-watching is one of my many hobbies. It actually relates to Marketing and PR pretty well.

Seth "working" at a Las Vegas shooting range during military presentations. CamelBak supplies the U.S. Military with numerous packs.

BIKERUMOR: After that first experience/job, what was the path to your current position?

SETH: Over the years I have worked my way from packing boxes and building spreadsheets to managing PR and product marketing programs which has been an awesome journey. CamelBak is an amazing brand and a great place to work. I feel like my career is just getting started but I plan on making this industry my home.

BIKERUMOR: What’s a normal day for you?

SETH: A normal day at the office would consist of more than a few cups of coffee, some headphones with good tunes, too many emails and meetings and hopefully a lunch ride. Lunch rides are the highlight of the job. We are fortunate to be based in Sonoma County, CA. The wine country hills provide a priceless view and much needed escape from the daily deskwork and meetings. There’s nothing like clearing your head by spinning the cranks. I feel 10 times more productive after a good ride.

More "working" during video shoots at Tahoe for their wintersports packs.

BIKERUMOR: What are the highlights of your job?

SETH: Highlights…whew. I have a few I am fairly thankful for! The Bike side of the business has taken me to Whistler, BC for a Heli Drop, and Sun Valley, ID, and Park City, UT for amazing singletrack. The outdoor side of the business brings me to Utah twice a year but my favorite is after the Winter OR trade show. I always take a few extra days to get some powder time in before heading back to CA. Lastly the military side of the business also has its perks. My last trip gave me the opportunity to play with some toys that aren’t exactly legal back home in CA. I got to shoot a Barrett .50 Cal, suppressed Glock .45 and the fully automatic Glock 18 pistol. Each put a smile on my face.

BIKERUMOR: What could you do without?

SETH: Well with the items listed above, I really have nothing to complain about. I do miss my wife Tara and dog Stella with all of the traveling I do. It’s always nice to spend time at home relaxing with both of them.

Seth and Tara dancing at their wedding last summer.

BIKERUMOR: What advice would you give to someone looking to follow your path today?

SETH: Enjoy the path, wherever it goes and however long it takes to get there. Soak up the fun times and dig deep during the rough spots. I have only been doing this for a short while but the journey so far has been a great ride! Anyone looking to get into this industry will also have a great ride. How can you argue with great people, great trails and great beer?

Pumped to be stoked, everyday.
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Shane- Skip to Renew
11 years ago

I’m a freshly minted grad cutting his teeth in marketing/PR- this is such an inspiring story for someone like me. It’s cool to know that if I hunker down and start out at the bottom, I can come out on top and manage marketing campaigns for really cool products.

11 years ago

Congratulations Seth! You have done well with your life, creating goals and obtaining them in quick fashion! You must be very proud of yourself! Your wife is beautiful!

Heather Beiden Jacobs
Heather Beiden Jacobs
11 years ago

This is an outstanding piece! I might be bit biased, as Seth is my cousin. He has always had a love of the outdoors and some things never change. One of my favorite memories of him and his brother Gabe was when they were just kids. We spent an Easter holiday making bows and arrows out of bamboo at my Dad’s place. Even then one could see his wheels turning; “how can I play forever?” Well, he certainly found that path!
I couldn’t be happier for him. He deserves all the accolades he receives because he is just that damn good!
Way to go Seth!
much love!

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