Ryka founder Sheri Poe has been named chief executive officer of Swiss Masai US, LLC, a wholly owned subsidiary of Switzerlands Masai Group International, Ltd. In this role, Poe, who founded the Ryka brand in 1987, will oversee all U.S. operations, distribution and branding for MBT Physiological Footwear.
Swiss Masais said Poe brings to this role a wealth of experience in the footwear industry, more than 20 years in global executive management, and a personal commitment to the philosophy and profound effect of MBTs unprecedented offering to the marketplace. She replaces Conrad Casser who was CEO and managing partner.
“Sheri is the right person to lead our unique and revolutionary concept of physiological footwear to major success in the United States,” said Norbert Kraihamer, CEO, Masai Group International, Ltd. “She has the right entrepreneurial expertise for the business, and the passion for the MBT product and its benefits, which she has personally experienced. Additionally, she has a distinct marketing acumen, which will allow the company get the message out to a large and targeted group of smart health and fitness oriented customers.”
Swiss Masai said Poe ranks among an exclusive cadre of women who have been CEO and president of both private and publicly traded companies. In 1987, she created Ryka, Inc., the company that pioneered the manufacture and design of athletic footwear exclusively for women. Poe took Ryka public in March of 1988 and spearheaded national distribution in key sporting goods and department store retailers. She oversaw the development and growth of the Ryka brand in more than 15 countries. Further, Poe created Ryka R.O.S.E. (Regaining Ones Self-Esteem), a non-profit foundation to help end violence against women, and initiated many other marketing and retailer programs to educate women about personal safety issues. In 1996, Ryka was sold and Poe continued on as spokesperson and consultant to the brand until 1998, establishing Ryka on QVC. Immediately prior to joining Swiss Masai US, LLC, she co-founded TESS, Teen Everyday Skincare System. TESS pioneered a new category of premium, natural skincare exclusively for teens; Poe oversaw its successful distribution, marketing, manufacturing and operations.
With Poes leadership, MBT Physiological Footwear, under the banner of Swiss Masai US, LLC, will aggressively expand in the states and launching multifaceted branding initiatives including expanded distribution, marketing, public relations and visibility programs.
Inspired by the way the Masai of Kenya walk, MBT stands for Masai Barefoot Technology, the revolutionary technology used in the shoes that enables the body to stand and walk in the way intended by nature. MBT Physiological Footwear offers proven stress relief to the knee and hip joints, and strengthens and tones leg, abdominal and buttocks muscles using proprietary technology that mimics the effect of walking barefoot on uneven terrain. MBT is the first physiological footwear. Masai Barefoot Technology is patented worldwide. U.S. operations are based in Hailey, Idaho.
BT on the web at www.swissmasaius.com.
