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, will move the 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 services 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 to the CEO along with becoming part of the senior leadership team.
Elevate Outdoor Collective is a global leader in winter sports including the K2 Ski, K2 Snowboards, 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 internal staff to fill the new roles. These include:
- Peter Kuba (pictured) who become the largest commercial role in the organization as EU General Manager over all Elevate Outdoor Collective brands. With the momentum built in skiing and snowboarding 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 in the roles of Managing Director, Sales Manager for K2 Skis Europe, Sales Manager for K2 snowboarding Europe and Sales Director for the entire K2 Sports Europe portfolio.
- Greg Grip steps up into the new role of VP of S. Sales across all Elevate Outdoor Collective brands. Grip will work directly with the Global HQ teams to scale the opportunity in the United States. In his time with the company, Grip has steered Marker, Volkl and Dalbello through COVID and positioned the brands for the growth they are experiencing. Prior to this, Grip was the sales manager for the European Ski brands. He began his career leading the Marker brand, growing Marker to become the largest and most successful binding company in the United States with a dominant market share.
- Dominic McKenna moves into a similar role as Canada GM over all He will continue to work in parallel with the U.S. 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 its international distributors, the leadership team is assessing the best structure and strategic approach with announcements coming soon on how to 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.
