Editor’s note: Read our recent feature on Mechura, Always Good Times: Jeff Mechura Dishes On Elan’s U.S. Growth

Elan Skis, the Slovenian-based ski manufacturer, on Tuesday announced the appointment of Jeff Mechura as the new president/CEO of Elan Sports USA, an independent subsidiary of Elan d.o.o., effective immediately.

Mechura joined Elan in 2016 to oversee global product development and marketing, following a nearly 20-year tenure at K2 Sports holding various management and director roles. Most recently at Elan, Mechura was responsible for an extensive rebranding effort and a key factor in the formation of the Elan Sports USA subsidiary in April 2018.

“Since arriving at Elan two and half years ago, Jeff has set a new pace for the Elan brand, helping the company to reach record heights in 2018,” said Elan’s director of winterports division, Leon Korosec. “His professionalism and personality is reflected in his work; celebrating the sport of skiing, creating a positive work culture and leading the direction of award-winning product.”

In his new position, Mechura is focused on the growth and expansion of Elan in the USA.

“I am honored by the opportunity to work with a great team in continuing and expanding Elan Skis’ legacy in the USA,” Mechura said. “After working with the company both domestically and abroad in Slovenia at HQ, I am looking forward to guiding the strategic initiatives, including new and exciting product launches, retailer support programs and innovative marketing campaigns to help make Elan best in class at every level.”

Mechura will oversee the Elan Sports USA office in Lebanon, N.H., and work directly with the Elan headquarters in Begunje, Slovenia.

Photo: SGB Media