The second quarter of 2025 continued to see a strong trend in new appointments, hirings, and promotions at the executive level in the active outdoor industry, as 2024 Q4 and 2025 Q1 M&A activity created a need for new personnel or more experienced C-Suite talent.
The quarter saw unique challenges emerge for those navigating the tariff landscape under President Trump’s new Administration. Companies also faced immigration issues, DEI challenges and the need to innovate in an active-lifestyle market that many argue has grown stale.
Below are notable executive leadership changes reported by SGB Media for the second quarter of 2025. See bottom for links to all 2025 quarters.
April 2025
- Adidas Hires Max Staiger from Puma as New GM of Basketball
Adidas confirmed that Max Staiger, formerly at Puma for 12 years, was appointed global GM, basketball, effective April 7. - BDA Appoints Senior Director of Sales
Nina Kersey, who reportedly brings a wealth of industry knowledge and extensive leadership experience at Fortune 500 companies, is expected play a key role in elevating the branded experience for BDA’s fitness client portfolio. - BSN Sports Taps Donald Driver as Chief Motivation Officer for SURGE Program
SURGE (Strength, Unity, Resilience, Growth, and Equity) was founded one year ago to address the needs for tailored resources expressed by coaches and female athletes nationwide. - Ciele Athletics Appoints First CEO
Jano Arabaghian brings extensive global leadership experience to the role, having worked for Red Bull, The North Face, Oakley, and Vans. Most recently, he was the head of action-sports sales for Vans North America and previously as general manager of Vans Canada. - Hest Taps Darrin Haugen as VP of Product, Boasts Growth Numbers
The company said Haugen has a tenured background in product development in the outdoor and ski markets, most recently in senior product development roles at Peak Ski Company and Sitka Gear. - Nike Promotes Jennifer Hartley to Chief Strategy Officer, ELT
Jennifer Hartley, a 14-year company veteran also joins Nike’s Executive Leadership Team. CFO Matt Friend said that Hartley will work to “develop, drive and deliver Nike’s strategic agenda.” - Peloton Names Chief Operating Officer and Chief Commercial Officer
Peloton Interactive, Inc. announced changes to its leadership team with the appointment of Charles Kirol to the newly created role of chief operating officer, reporting to president and CEO Peter Stern, effective April 14. - Puma SE Promotes Tara McRae to President of North America Unit
McRae, who previously led Puma’s marketing and brand strategy in North America, will assume the role immediately, replacing Bob Philion, who leaves the company after 20 years, including eights years as North America president. - Puma SE Names New CEO and Chair of Management Board; Freundt to Exit
Puma SE’s Supervisory Board has appointed Arthur Hoeld as chairman of the Management Board and CEO of Puma SE, effective July 1, 2025. Due to differing views on strategy execution, Arne Freundt, CEO of Puma SE, and the Supervisory Board have mutually agreed that he will step down as CEO on April 11, 2025. - Revelyst Transitions President Role at Precision Sports Technology Platform
Jeff Foster is assuming the role as president of the company’s Precision Sports Technology segment as Jon Watters and Scott Werbelow, co-presidents and Foresight Sports co-founders, move into special adviser roles with the company. - Ruger Appoints VP of Strategy & Business Development
Ben Quinn is expected to serve as a key advisor to the executive team and play a central role in supporting cross-functional collaboration, enhancing operational efficiency and aligning enterprise-wide objectives. - Sea to Summit Names North America GM and Senior Sales Director
The company has added industry veterans Chris Sword as general manager and Aaron Baker as senior director of sales to its North American team. - S&S Activewear Appoints Three Senior Leaders to Strengthen Commercial Team
The distributor of apparel and accessories in North America, has appointed Jim Sturgell as senior vice president of sales, Nick Blannin as senior vice president of merchandising and Bill Topf as senior vice president of commercial strategy and operations. - Stahls’ Names Sales Director for EMEA Region
Industry veteran Thomas Heuer will work closely with Martin Borley, executive managing director for Stahls’ UK and Europe, and Stephanie Schnur, managing director of Stahls’ Europe, to drive regional growth and strengthen customer relationships. - The Athlete’s Foot Promotes Matt Lafone to CEO
Matt Lafone, president and GM of Americas, takes the helm as global CEO, steering TAF toward a unified vision with new operational and innovation strategies. - TSG Consumer Appoints Managing Director and Chief Legal Officer
TSG’s representative past and current partner companies in the active lifestyle market include Backcountry, Canyon Bicycles, Nuun, Planet Fitness, Revolve and CorePower Fitness. - Vessi Appoints Hires Adidas Alum as Chief Marketing Officer
Lorrin Pascoe, a 20-year industry veteran, returns to footwear at Vessi, having spent nearly a decade at Adidas, with roles of senior director of global brand and sports marketing and senior manager of global brand marketing, among others. - VF Corp. Promotes Abhishek Dalmia to EVP and Chief Operating Officer
The company’s Board of Directors has named Dalmia as EVP and chief operating officer and principal operating officer, effective April 3, 2025. He has served as EVP and chief strategy, transformation and digital officer since March 2024. - Yamaha U.S. Marine BU Promotes Dean Burnett to VP, Marine Business
Burnett oversees the Yamaha U.S. Marine Development and Advanced Development teams and Yamaha’s Boat Business Unit, which includes the WaterCraft Business Group, G3 Boats and Skeeter Boats.
May 2025
- 9Round Kickboxing Fitness Names President
Drew Stauffacher was promoted from VP of Operations to president. He has worked for the franchise brand for 13 years. Shannon Hudson, founder and CEO of Striking Brands, the parent company, will shift his focus to overseeing the management of the company’s brand portfolio. - Branwyn Appoints Deanne Buck CEO; Sarah Cumming Chief Financial & Ops Officer
Buck succeeds outgoing CEO Jeff Shafer as he and Co-Founder Lauren Shafer transition into advisory roles. Joining Buck on the leadership team is Sarah Cumming, who has been appointed chief financial and operations officer. - Camping World Holdings, Inc. BOD Appoints Brent Moody Vice Chairman
Moody has served on the Board of Directors of Camping World Holdings, Inc. since May 2018. He has been with the company for nearly 23 years and has served in various leadership positions. - Clarus Promotes Tripp Wyckoff to Managing Director of Rack Segment
Wyckoff previous served eight years as VP of sales, marketing and service at Thule, where he reportedly grew the brand significantly in the U.S. and was primarily responsible for bringing to market global initiatives, building one-on-one customer relationships and integrating key acquisitions. - CZ-USA Advances Operations; Hires Three Senior Leaders
Petr Pišt?lák comes on board as president of U.S. Operations, Tom Taylor as chief marketing officer and executive vice president, and John Dain, who joined the company in 2024, was promoted to executive vice president, Commercial Sales. - Dr. Martens Taps Industry Vet Paul Zadoff as President, Americas
Zadoff is a Nike veteran and left the company in 2009 after a 19-year run in director or general manager roles across Asia Pacific, Europe and Eastern Europe. - GunBroker.com Parent Appoints Chairman & CEO; Regains Nasdaq Compliance
The owner of GunBroker.com announced that Steve Urvan will serve as the company’s CEO and chairman of the Board following the recent closing of the divestiture of the company’s ammunition manufacturing division. - Haro Bikes Hires European Sales Director
Christoph Kronenberg has reportedly held senior positions at 3T Bike, Bianchi Bicycles, and with his own business, BCP Bikes. Most recently, as country and sales manager DACH for 3T. - Helinox Adds Key Leadership to Strengthen European and U.S. Market Growth
The maker of portable furniture and outdoor gear has added Ethan Moon as COO, Chi-Wang Cheung as chief strategy officer and Markus Hefter, director and head of European sales and operations. Daniel Hartung will continue to head design and innovation in Europe. - Kane Footwear Names Chief Marketing Officer
Mark Tarnuzzer will be key in shaping the designer and manufacturer of active recovery footwear’s strategy, marketing activations, partnerships, and optimizing e-commerce performance. - Kona Bicycles Taps Charles Russell to Lead Sales & Marketing
Russell reportedly lived and worked in Europe, Canada and the U.S. for a range of global bike brands, including Rocky Mountain Bicycles, Yeti Cycles and Cannondale, “giving him a unique perspective on building global brand recognition and demand.” - Lowa Names New U.S. General Manager as Peter Sachs Plans Retirement
Peter Sachs is stepping down as the brand’s USA general manager, with Lance Taylor, an outdoor industry veteran, assuming the role. Taylor worked at Salomon for 17 years, most recently as head of its Outdoor National Business Unit. - Nike’s Design and Innovation Chief John Hoke to Retire in the Fall
John Hoke, Nike’s chief innovation officer, is retiring after serving in the role since 2023. He first worked at Nike on stores and fixtures before getting into footwear. An architect by training, he is credited with designing a NikeTown store and buildings on the Nike campus. - Nike’s Last Chief Strategy and Transformation Officer Heads to B&BW as CEO
Bath & Body Works has appointed Daniel Heaf as CEO. Most recently, he was Nike’s chief strategy and transformation officer since August 2023. Heaf left Nike in March 2025 after the company eliminated his position. - Nike, Inc. Names Amy Montagne Nike Brand President as Heidi O’Neill Retires
Amy Montagne was named president, Nike Brand; Phil McCartney appointed EVP and chief innovation, design & product officer; Nicole Graham appointed EVP and CMO; and Tom Clarke named chief growth initiatives officer. - Puma Appoints Dominique Gathier as VP Teamsport Business
Dominique Gathier replaces Matthias Bäumer, who took on the role of Puma’s chief commercial officer earlier this year. Gathier reports to Maria Valdes, Puma’s chief product officer, effective May 15. - Rossignol Group Names Adam Ketcheson Chief Commercial Officer
The addition of Ketcheson, effective June 2, is expected to accelerate Rossignol’s international omni-channel deployment and contribute to its multi-season, multi-sport strategy. - Savage Arms Makes Key Appointments to Leadership Team
Robert Gates has been named senior vice president, Beth Shimanski was appointed VP of Marketing, and Steve Colaluca was promoted to VP of Operations, All Firearms. - Timberland Taps Industry Vet for Global Product Design and Creative Direction
Darren Leon Mckoy worked at Dr. Martens for over 10 years before the move to Timberland this spring. He was previously at Asics Europe BV working on SportStyle, as well as The North Face EMEA and Adidas Originals. - Vail Resorts CEO Steps Down; Board Chair Rob Katz to Assume CEO Role
Company CEO Kirsten Lynch has stepped down from her leadership role and Board director. Current Executive Chair and former CEO Rob Katz is returning as company CEO. Katz will continue to serve as the chairperson of the Board. - Xponential Fitness CEO Mark King to Exit After Less Than a Year at the Helm
The owner of the Club Pilates, CycleBar, StretchLab, YogaSix, Pure Barre, Rumble, BFT, and Lindora fitness and wellness brands put King in a tough position when the company had to restate its 2023 financial statements within nine months of his joining the company as CEO.
June 2025
- Adidas Appoints New GM for India
Vijay Chauhan, most recently SVP International at American Eagle Outfitters, joins Adidas as GM for India, effective August 1. He will succeed Neelendra Singh, who is stepping down after over two decades with the company. - Amer Sports Appoints New Head of Greater China
Jeffery Ma joins the company from his role as CEO of Zhongqiao Sports, a sporting goods company in China. He has previously held executive positions at Topsports, the largest sporting goods retailer in China, and at Adidas. - Authentic Brands Group Appoints Global Head, Marketplaces
Tim Derner, formerly of Amazon, was appointed global head of Marketplaces, effective June 2. Derner worked at Amazon for over a decade, most recently as director of Amazon Fashion and Luxury Stores. - Bata Group Names Former Ecco CEO to Succeed Outgoing CEO Sandeep Kataria
Bata Group, the Swiss-based multinational footwear manufacturer and retailer, has appointed Panos Mytaros, formerly the CEO of Ecco, as its global CEO, effective September 15, 2025. He will succeed current CEO Sandeep Kataria as part of its succession plan. - Brixton Names New President
Colleen O’Neill, formerly at Hybrid Apparel, was appointed president. She succeeds CEO Seth Ellison, who is retiring. Altamont Capital Partners owns Brixton, a lifestyle brand with roots in surf and skate, based in Oceanside, CA. - Carbitex Appoints VP of U.S. Sales
Hanna brings over 12 years of experience in advanced materials and textiles, most recently as director of Innegra sales at Quantum Materials, LLC, and previously as president of Innegra Technologies. - Crunch Fitness Franchise Appoints Chief Fitness Strategy Officer
Fitness Ventures, which owns/operates over 70 Crunch Fitness locations across 28 U.S. states, has promoted Bryan Thomas to chief fitness strategy officer (CFSO). - Fabletics Appoints President and Chief Marketing Officer
The operater over 100 stores, announced the expansion of Meera Bhatia’s role from chief operating officer to president and chief operating officer and the promotion of Carly Gomez to chief marketing officer. - Gaia Appoints CEO
Kiersten Medvedich, company president, has been promoted to CEO. She continues to report to Gaia Founder and Executive Chairman Jirka Rysavy. Medvedich joined Gaia in 2016 as senior director of content. - Katadyn Group Appoints CEO
Karl Baumann has been appointed CEO of the outdoor hydration, nutrition and cooking systems specialist, effective April 1, 2025. Baumann most recently served as CEO of Ferrum Process Systems Group. - Nike, Inc. Names Chief Communications Officer and Member of Senior Leadership Team
Effective July 7, 2025, Michael Gonda joins Nike from McDonald’s Corporation, where he held several senior leadership roles, including chief impact officer for North America and global chief communications officer. - Pura Vida Acquired by CriticalPoint’s Private Capital; Appoints New CEO
CriticalPoint’s Private Capital announced its acquisition of Pura Vida Bracelets from Vera Bradley Inc. Under CriticalPoint’s ownership and operational expertise, Ryan Heuser, co-founder and former president of Paul Frank Industries, has joined Pura Vida as the brand’s new CEO, effective immediately. - Sons of Liberty Gun Works Appoints VP, Sales & Marketing
Sean Murphy is an industry veteran with extensive experience in the firearms industry, having held roles in sales, marketing, training, and product management at KGM Suppressors and Nightforce Optics. - New Sport Obermeyer CEO Kris Kuster Talks Year ‘Round Mountain Opportunities in Ski, Hunt & Fish
Kris Kuster, Sport Obermeyer’s new CEO, spoke with SGB Executive about the opportunities he sees for the company in targeting female hunters and anglers, as well as plans to introduce fashion-forward capsules, including those connected to Obermeyer’s hometown of Aspen, the revamp of its online presence, and the impact of tariffs. Kuster also spoke about the impossibility of replacing Klaus Obermeyer. - Tailored Brands Appoints New Chief Executive Officer
John Tighe will become its new CE) and will join the Board of Directors, effective August 5, 2025. Peter Sachse will transition from his current role as CEO to become executive chairman of the company’s Board. - Tifosi Optics Names Eyewear Industry Veteran as COO
Crockett joins Tifosi with previous leadership positions at Costa del Mar Eyewear and EssilorLuxottica. Most recently, she reportedly led operational and supply chain initiatives as a chief consultant at C&C Consultant Services, LLC. - VF Corp. Appoints President of Napapijri
Valentina Visconti Prasca, formerly at Yoox Net-a-Porter Group, was appointed president of Napapijri, the Italian brand known for its travel bags and outdoor apparel. VF has owned Napapijri since 2004. - Warbird Marine Holdings Names New CEO
The parent of Invincible Boats and Yellowfin Yachts appointed Thomas Wieners, COO, as CEO. John Dorton, current CEO who formed Warbird Marine Holdings in partnership with EagleTree Capital in 2019, transitioned to the role of executive chairman.
