Cascade Designs, Inc., the Seattle-based manufacturer of outdoor equipment, said Chas Fisher, former president of Nikwax USA, has joined Cascade Designs as the new vice president of customer experience.

In his new position, Fisher will oversee all aspects of sales execution in the United States, Canada, and Pac Rim, including online channel sales, customer and dealer service, and rep management for Cascade Designs’ eight outdoor brands: Therm-a-Rest, MSR, SealLine, Platypus, E-Case, PackTowl, Hummingbird, and Tracks. As a member of the Cascade Designs executive team, Fisher will also have a hand in guiding corporate strategy.

“Cascade Designs’ outdoor brands have an incredible following and reputation in the outdoor market among core and casual outdoor enthusiasts,” Fisher said. “I’m excited to continue building upon Cascade Designs’ loyal relationship with its dedicated retailers and end customers, and play a key role in delivering world-class product via world-class sales execution to the market place.”

Fisher’s strategic leadership and tactical management experience will help guide a realignment of Cascade Designs’ internal sales resources to provide a unified platform for the brands to reach sales reps, retailers and the end customer while enabling each brand to amplify their own unique story.

“Chas is a proven leader within the outdoor industry. He started as a senior field instructor for the National Outdoor Leadership School and, later on, used his innate leadership abilities as director of marketing for La Sportiva N.A. and president of Nikwax N.A.,” said Joe McSwiney, president of Cascade Designs. “He is a proven outdoorsman who is comfortable commanding a team. We are confident that with Chas at the helm, Cascade Designs will continue to set the benchmark for customer experience.”

Fisher will lead a talented team dedicated to consumer experience. The core team is comprised of Chris Clark, Jill Lewis, Thomas Threlkeld, Anne Marasa, and Don Riha.