Saxx Underwear hired industry veteran Tom Helleberg as international sales director.
Helleberg brings over 20 years of experience of expanding brands internationally to the newly appointed position. Most recently Helleberg was the VP of International Sales for Spy Optic, where he grew and developed the business internationally and launched both direct to consumer and B2B websites across the globe. After living in Europe for ten years, Helleberg has returned to Carlsbad, CA, where he will be based.
“We are pleased to add someone with Tom’s experience to the Saxx leadership team during this time of rapid growth,” said Tim Bartels, CEO of Saxx Underwear. “Tom has had proven success in executing go-to-market strategies including brand strategy, distribution, sales, marketing and operations in both foreign and domestic marketplaces for premium brands. He will be leading our international expansion strategy and execution.”
Since the first production run of 200 pairs, Saxx is now sold in over 2,000 retailers across Canada and the United States and demand has extended its reach globally. They continue to innovate and add people to the team to advance the product into new areas, including the recent addition of pro baseball pitcher Jake Arrieta.
“I am excited and fortunate to be joining the Saxx team at such a pinnacle moment,” said Helleberg. “Saxx has assembled a management team with an amazing depth of experience as well as energy! I look forward to having the opportunity to use my 20-plus years of international experience to help Saxx replicate their success in North America in the rest of the world.”
