Elan Sports Steps Into Winter 25/26 With A Fresh Leadership Team

Elan Sports, a global ski manufacturing and a pioneer innovator in the ski industry, is announcing a refined leadership structure designed to sharpen market presence, accelerate global growth, and successfully execute the company’s long-term brand and business strategy.

Effective September 1st, Jeff Mechura, CEO of Elan USA, has been additionally appointed Chief Brand Officer, overseeing global brand, marketing, product, and design. With nearly a decade of leadership at Elan as CEO of Elan USA, Jeff brings a wealth of experience in leading brand strategy and portfolio development, blending high-performance heritage with a lifestyle-driven approach, while continuing to operate the USA business.

The product department gains further strength with Ben Fresco stepping into the role of Head of Global Product. Fresco, till now Product and Marketing Director for Elan in the USA, will lead Elan’s global product strategy, bringing a deep understanding of the skier’s mindset and market needs, paired with a strong commercial and user-first approach.

Domen Dan Gaiman has been appointed as the new Head of Global Marketing. Gaiman has a fresh approach towards creative leadership and brand energy, focusing on strategic storytelling, campaign development, and strong engagement with skier communities worldwide.

“Strong leadership is about focus, accountability, and a dedicated team that’s ready to pick up the ball and deliver,” said Leon Korošec, Director of Elan Sports Division. “Over the past six months, we’ve set a new brand and business strategy, and this leadership team gives us the drive and alignment to put it into action.”

These changes reflect Elan’s continued evolution as part of the KJK Sports portfolio, which includes several premium sporting goods and outdoor brands. Within this context, Melanja Korošec, Senior Vice President at KJK Sports, continues her role in strategic brand development and innovation leadership. She guides brand strategy across the portfolio - including Elan, where her insights and long-standing connection with the skiing industry help Elan shape its positioning and future direction.

With the new leadership team Elan Sports heads into the 25/26 winter season with fresh energy and closer alignment with the brand's presence.