K2 Sports promoted Steve Christie to the director of sales role for its Outdoor Products division, comprised of BCA and Madshus, along with Atlas and Tubbs Snowshoes. Christie managed the sales of BCA products in the United States in his prior role, and will now add Madshus Nordic, Atlas and Tubbs to his responsibilities.

“Steve’s knowledge of the outdoor industry and enthusiasm for winter sports make him the ideal candidate for this position,” said Robert Marcovitch, president of Seattle-based K2 Sports. “Steve’s commitment to customer satisfaction and teamwork will certainly provide the framework for the continued growth we expect in our outdoor businesses within the United States.”

“Our goal is obviously to grow at the retail sales level, but we’re also very keen on growing brand awareness and strengthening consumer participation in these sports,” Christie said.

As a further sign of commitment to the Nordic category within K2, Norway-based Madshus signed Ole Einar Bjorndalen, the most medaled Olympian in the history of the Winter Olympic Games, with 13 medals in total at this point.

“As the most successful biathlete of all time with 44 medals, twice that of any other biathlete, I am thrilled that Ole Einar continues to recognize Madshus as a key component in his racing successes,” said Marcovitch. “With the 2018 Olympics on the horizon, our ongoing relationship with this brilliant athlete is a testament to our belief and ongoing investment in the Madshus Nordic ski and ski boot program.”