The Board of Directors of Rapala VMC Corporation has appointed Cyrille Viellard as the new president and CEO of Rapala VMC Corporation, effective March 7, 2025. Current President and CEO Lars Ollberg will continue in this role until March 6, 2025, and then retire. He has worked for the company for over 45 years in various roles.

Viellard has worked at Rapala VMC Corporation since 2014. Before that, he worked for Selectarc Welding & Brazing Group and Bosch Group. He has acted as the deputy CEO of Rapala VMC Corporation since 2023 while managing the Group’s EMEA and Latin America business regions. Before that, he worked with the Group’s European distribution management and business development and later managed VMC Pêche, the Group’s hook business since 2020.

Viellard has been a Rapala VMC Group’s executive committee member since 2015.

“Over the years, Lars Ollberg has been a significant contributor to the development of Rapala VMC, and we would like to thank him for his long-term commitment and dedication to the Group. Going forward, speaking for the whole Board of Directors, we would like to express our support for Cyrille Viellard and the Group’s executive committee in the execution of the strategy,” said Emmanuel Viellard, chairman of the Board of Directors, Rapala VMC Corporation.

“I am pleased of the appointment of Cyrille Viellard,” commented Ollberg. “I believe he brings valuable expertise and vision that will drive the company forward. As a new CEO, he has a strong background, extensive industry experience, and a deep understanding of Rapala VMC’s business. When I rejoined Rapala VMC in May 2023, my role was to stabilize Rapala VMC’s situation, and I am proud to have been able to act as a leader during this transition period.”

Ollberg thanked all employees, customers and stakeholders for their support and cooperation during this transition and stated, “Over the past eight years, Rapala has had five CEOs, and I believe the appointment of Cyrille Viellard as CEO will bring the company the continuity it needs along with new growth opportunities.”

“I deeply thank Lars Ollberg for his energy, unequaled industry knowledge, and stewardship that brought trust and unity in our organization and among our stakeholders. With our strong team, I feel greatly honoured to continue implementing our defined Rapala VMC roadmap to further strengthen our operational excellence and exciting brands,” offered Viellard.

Viellard has an MBA from ESSEC Graduate School of Management, Paris

Images courtesy Rapala VMC Corporation