Elevate Outdoor Collective has announced a major shift in the global sales team structure with a focus on amplifying independent brand growth. The change, which went into effect in June 2022, will move the current sales structure from a fragmented regional one to a single team in each region supporting all 12 EOC brands. The structure will shift to a category offense in each region and align globally to strengthen go-to-market capabilities and service provided to key partners. In practice, this means that each of the global regions will have a single commercial sales leader with category leads supporting them over the ski, snowboard, and outdoor brands. These regional leaders will report directly into the CEO along with becoming part of the senior leadership team.
Elevate Outdoor Collective is the global leader in wintersports including the K2 Ski, K2 Snowboarding, Völkl, Marker, Dalbello, LINE, RIDE, BCA, Tubb Snowshoes, Atlas Snowshoes, Madshus and K2 Skates brands.
“Elevate Outdoor Collective’s brands have undergone significant growth across the globe. The sales team structure will help shape growth in the years to come and help create synergies between brands and categories across key regions,” said Jason Tobak, CFO.
To support these changes, Elevate Outdoor Collective has looked to key internal staff to fill the new roles. These include:
Longtime employee, Peter Kuba, will step into the largest commercial role in the organization as EU General Manager over all Elevate Outdoor Collective brands. With the momentum built in ski and snowboard and the opportunity to ramp up outdoor, there is ample runway for growth. Kuba celebrates his 25th anniversary working for the company where he began as a PLM for ice skates and inline hockey. Since then, he has followed with the roles as Managing Director, Sales Manager for K2 Skis Europe, Sales Manager for K2 Snowboarding Europe and Sales Director for the entire K2 Sports Europe portfolio.
For the US business, Greg Grip steps up into the new role of VP of US Sales across all Elevate Outdoor Collective brands. Grip will be working directly with the Global HQ teams to scale the opportunity in the United States. In his time with the company, Greg has successfully steered Marker, Volkl and Dalbello through Covid and positioned the brands for the tremendous growth they are now experiencing. Prior to this, Greg was the sales manager for the European Ski brands. Greg began his career leading the Marker brand, growing Marker to become the largest and most successful binding company in the USA with dominant market share.
Dominic McKenna moves into a similar role as Canada GM over all brands. He will continue to work in parallel with the US business strategically and drive success across all brands as momentum and execution capabilities build. McKenna began his career with K2 Canada in a marketing role.
For Japan and their international distributors, the leadership team is assessing the best structure and strategic approach with announcements coming soon on how to better support both opportunities.
“I continue to be energized by both the business results and the ability to manage change from our teams globally. Our “One Team” approach is beginning to build best in class capabilities to unlock our full potential”, said John Colonna, CEO.