Amylior targets U.S. expansion

VAUDREUIL-DORION, Quebec - Amylior has charged complex rehab veteran Brad Peterson with growing the company's U.S. business as its newest sales exec.

Amylior, which manufactures high-end power wheelchairs and accessories, as well as mobility aids, tapped Peterson as its new vice president, USA, earlier this year.

Here's what Peterson, who has 30 years of experience at companies like Motion Concepts, Invacare and Quantum Rehab, had to say about why Amylior has a reputation for “tough stuff” and how that will lead to new business.

HME News: How do you plan to grow Amylior's presence in the U.S. market?

Brad Peterson: I hope to bring a more dedicated and unique view of the U.S. market. With the help of the great team that's been here for 20 years, I plan to develop educational opportunities, marketing collateral and digital resources that are more specific to the U.S. market. The plan is for a more targeted focus in the U.S. and more resources to support business there in the next 12-18 months.

HME: Give me a sense for Amylior's sales presence in the U.S. right now.

Peterson: We have a 25-person independent sales force and one direct rep. I've worked with indie reps before and I know they're great because they represent varied lines and there are different ways they can get into different facilities and talk about how those lines complement each other. I'm working with them to increase Amylior's visibility. There are quite a few areas where we don't have representation, including New England and metro New York, and I plan to build that out.

HME: What's Amylior's niche in the market?

Peterson: We have great relationships with small independent providers, in addition to some of the nationals. They see the value of our products and that we don't have to be all things to all people. We can grow smartly and develop products based on what the opportunities are, but we can still have products that others don't normally offer.

HME: What might be some of those opportunities?

Peterson: We're mostly known for products for really active, heavy duty users—people that really put their chair through the paces— and for bariatric users. We really believe in rear-wheel drive, especially for those users who live in rural environments and use their chairs outdoors. But we'd also love to have that basic tilt-and-recline business that everyone wants and I think once people get exposed to Amylior for their toughest stuff and they realize the quality, that other business will come.