SnowSports Industries of America (SIA) recognized Atomic Sales Representative Bruce McDonald as a 2014 Regional Rep of the Year. McDonald was recognized at a ceremony at the recent 2015 SIA Snow Show in Denver, Colorado.

Each year, this award is given to regional sales representatives who excel at various criteria including responsiveness to dealers, connection with sales staff, and quality training. All snow sports reps are eligible for this award and dealers from each region vote for the rep they believe best fits the criteria.

Atomic’s Bruce McDonald earned the recognition for his  work in New England. McDonald started his ski industry career in 1983 as a sales coordinator for Gerry Skiwear. Just over a year later, he landed a job as an Atomic hardgoods sales rep in the New England territory where he has worked for 30 years.

“It’s great being part of the best industry possible. And being partners with my dealers and having lifelong friendships with them is the best part,” McDonald said.
“You have to be fast, responsive and reliable for your dealers, and the rest falls into place,” he said. “You have to earn their trust and respect, never lose your own passion and keep skiing until the last day every season.”

Amer Sports Winter Sports Equipment VP and Commercial Director Mike Adams said, “Bruce is always available, and treats all his dealers equally, no matter the size of their order. He does a great job training the shop staff and everyone looks forward to seeing him.”

Founded in 1955, Atomic manufactures products for ski racers, freeskiers, backcountry skiers, cross-country skiers, beginners and World Champions.