Chicago, IL — January 13, 2014 — Heatsheets®, the leading manufacturer of reflective insulation fabrics to keep individuals comfortable in virtually any weather, has announced it has expanded its leadership team with the hiring of Lacie Whyte as Vice President, Margie Rosado as Controller, and Melissa Cooney as Director of Event Sales. The new team will be integral to building on its previous 35 years of innovation by developing new products and branding solutions for consumer, commercial and emergency applications including endurance events, spectator events, outdoor adventure and survival, military and first responders.

“Our executive team is focused on hiring high performance individuals with passion who can enhance our overall best-in-class expertise and have an immediate impact on our ability to serve our customers well,” said Chris Falk, President of Advanced Flexible Materials, maker of Heatsheets. “The addition of these three professional women will not only help solidify our near term growth plans, but also help continue the tradition of providing the most technical and innovative products in the market today.”

Lacie Whyte, Vice President, will work with the operations group to further streamline processes and with the marketing team to continue to elevate the brand’s presence in end markets. She brings to Heatsheets more than 15 years of experience in marketing and sales, with a focus in the consumer products sector. Most recently, she served as the director of brand marketing and management for Swirlgear, a women’s running apparel brand which she founded in 2007. Lacie has a passion for the running industry as well as anything health and fitness related.

Margie Rosado, Controller, will be responsible for leading the financial operations of the company as well as overseeing the human resources and administration functions. She brings with her more than 20 years of financial and operations management experience, having held a variety of progressively senior roles in various industries, most recently at the United Way of Metro Chicago and World Sport Chicago. With extensive experience in accounting, business support, financial planning and analysis, she has a proven track record of utilizing technology to bridge the gaps between sales, operations, and accounting. She is an avid Chicago sports fan and pet lover.

Melissa Cooney, Director of Event Sales, will focus on driving adoption by new customers, increasing the usage by participants at events and sourcing direct sponsorship opportunities for events. Melissa spent the last four years as director of strategic partnerships and sponsorships for the Chicago Area Runners Association (CARA), one of the nation’s largest running clubs. She also spent 5 years at WEEI Boston, where she handled advertising sales and business development for major Boston sports properties. Melissa is an Elite Marathoner, avid triathlete and Ironman.

About Heatsheets®
Heatsheets®, the flagship brand of Advanced Flexible Materials, is the leading manufacturer of reflective insulation fabrics to keep individuals comfortable in virtually any weather – heat, wind, cold or rain. Since its 1980 New York City Marathon debut, Heatsheets has been the premier choice for branded race day blankets and capes. To this day, Heatsheets remains the preferred brand that millions rely on for comfort and protection from the elements. Heatsheets’ innovative product line, which utilizes proprietary Silver Lining® technology originally developed by NASA for the U.S. space program, has been used for consumer, commercial and emergency applications including endurance and spectator events, outdoor adventure and survival, military and first responders. Silver Lining reflects up to 90% of a person’s body heat back to the wearer, or can be flipped to reflect external heat sources. For more information, visit www.heatsheets.com.