Elan announced that Bernhard Leichtfried was promoted to general manager for Elan Central Europe, responsible for the brand’s business in Germany, Austria and Switzerland.
Leichtfried joined Elan SE, the maker of skis based in Slovenia, in September 2024 as the sales and marketing director.
In previous roles, Leichtfried was head of Purchasing and Sales in Austria and category manager for Austria, Germany, Switzerland, France, and Italy at Sport 2000, managing international sales and marketing strategies. Before that, he worked for Fischer Sports GmbH, where he was responsible for product, sales and marketing strategy for its alpine ski boots category.
In his new role at Elan, Bernhard succeeds Marc Hasenstein, who is stepping down after eight years. The company said Hasenstein “has been instrumental in driving Elan’s growth and strengthening the company’s position in the Central European markets.”
To ensure a seamless transition, Hasenstein will remain with the company for the next two months, working closely with the team.
In addition to his role as general manager of Elan CE, Leichtfried will also lead the international key account management team.
“I am excited to take on this new role and look forward to working with the exceptional team of Elan Central Europe on the growth of our Brand,” Bernhard said. “We look forward to strengthening collaborations with our existing retail partners and to opening new doors with the best possible service level and delivering high-quality products to our retail partners.”
Images courtesy Elan
