VP Racing Fuels announced the promotion of Bruce Hendel to vice president of North America Sales, Race Fuel and Consumer Products.

In this newly formed position, Hendel will be responsible for all North America sales efforts in support of both the VP Consumer Products and Race Fuel business divisions.

“Bruce is a veteran at VP Racing Fuels, joining the company 25 years ago and his appointment to the new position is a key strategic move for the future of our company,” said Alan Cerwick, president of VP Racing Fuels. “He has been instrumental in landing some of the largest business deals to date for the company and opened our sales channels to big box retailers and top tier customers like Home Depot, Walmart, Tractor Supply and AutoZone as well as large distributors in the automotive and OPE channels, like Prime Line and Blount. In addition, he has also been involved in negotiations with most of the major race series the company is associated with today like AMA, IMSA, PWC and Indy Lights. We are confident Bruce will continue strengthening the VP brand and expanding our distribution and sales metrics here at VP.”

Hendel added: “I am proud of what we’ve accomplished in the Consumer Products division over the past four years in company growth and brand recognition at big box retailers. This year alone, consumer product sales are up 44 percent from 2016, so it gives me a lot of confidence to take on the new roles and bring that growth among multiple divisions. Taking on the North America Sales efforts for the VP brand is a welcomed challenge for me and I look forward to the future growth of our company.”