Equip Outdoor Technologies UK, Ltd. (Equip), parent of the Rab and Lowe Alpine brands, is strategically moving to re-align responsibilities in the North American market, particularly with the company’s leadership in the Louisville, CO office.
The company reported that it will focus on ambitious growth plans for the North American market as part of the next phase of its five-year growth plan.
“Integral to the strategy is re-sharpening the company’s focus by driving sales growth in all key markets in 2025. Equip’s sales leaders will focus primarily on driving profitable selling opportunities by developing rewarding customer relationships, and any non-direct sales activities will be redirected and managed by operational specialists within existing functions,” the company said in a media statement.
Jon Frederick, group marketing director, Equip, shown right, will now be based in Colorado and operate from the Rab U.S. office after being based in the UK for the last two years. He will continue in his existing global marketing role unchanged.
The company said this move would allow Equip to implement an Operational Board representative in its largest growth market. Frederick will reportedly function as a key senior figure in the U.S. office, leveraging involvement with industry groups, trade shows and face-to-face meetings with key partners. He will be the face of the company in North America.
“This move aligns with our strategy of driving growth in North America hence our excitement about him now being situated in country,” the company told SGB Media.
“Jon will use this opportunity to engage better with key partners in North America. He will continue to spread his time across all of Equip’s strategic global markets – the difference being that his base in Colorado will enable more opportunities to build deeper local relationships,” the company added.
“I’m lucky to be able to take this opportunity while keeping close to our headquarters, marketing and product teams based in the UK. My priorities will remain the same: driving the growth of brand visibility and reputation across the globe,” Frederick said. He also noted that he will continue leading his teams and remain close to product development and the broader business strategy in the UK.
“In North America, I will take advantage of the opportunity to represent our business at a senior level, engage with industry trade bodies and ensure that our global strategy is visible and aligned in this important growth market. A great balance for me and the business,” he expressed.
All other country-level functions will remain with the existing team based in the U.S. or will be managed by specialist teams around the globe.
Ross Herr, Equip’s vice president of U.S. sales, shown left, will continue in his role and report directly to Richard Leedham, Equip’s CEO in the UK. Herr will focus primarily on sales leadership, and the company will redirect all other responsibilities to specialist functions.
“We are supporting the U.S. sales team, along with all our other global sales teams, by transferring line management and functional responsibility to specialist functions,” the company stated. “This delivers better value from our experienced, specialist teams like logistics and finance, and increases local knowledge, drives efficiency and effectiveness.”
Adam Chamberlain, U.S. country manager for Rab and Lowe Alpine, has left the company, with no replacement named.
“Chamberlain joined Equip in March 2023, and his expertise and contacts in the industry have allowed him to support the existing growth of the U.S. business in his time with the company,” Equip added.
Images courtesy Equip Outdoor Technologies UK Ltd.
