Northern Lites, the American manufacturer of snowshoes, hired Craig Brooks as vice president and general manager. Northern Lites was acquired by Brent and Brian Hallgren and their families in June of 2011. Hiring experienced professionals is part of their strategic plan to grow the company to be the leading American based manufacturer of snowshoes.
“We have given Craig broad oversight, including sales and marketing, product development and whatever else we may need. We have some long term goals to grow the company and we think Craig will help us with that immensely,” states Brian Hallgren.
With extensive experience in manufacturing, sales, and corporate operations, as well as outdoor industry retail sales experience, Brooks brings a wide spectrum of expertise to the company. He will be involved in all aspects of the company as well as playing a key role in long term strategic planning for growth and expansion.
“The product is already one of the best on the market. The next step is just getting the word out that Northern Lites is back in the game and ready for business! With committed ownership and an experienced, enthusiastic sales force and management team, Northern Lites will be a force to be reckoned with very shortly in the snowshoe market and beyond,” says Brooks.
Brooks brings experience from some of the United Sates leading manufacturers in their fields, including Pierce Manufacturing, W.S. Darley Co. and most recently as the National Sales Manager for Crescent Moon Snowshoes. He is an avid outdoorsman and a snowshoeing enthusiast. He has taught snowshoeing, kayaking and outdoor basics through a local outdoor retailer in his home town as well as through the YMCA. He and his family enjoy traveling the United States and the world together.