Sweet Protection, Norway-based maker of helmets, goggles and technical clothing, announced that Co-founder Atle Enberget will depart on September 1 to pursue personal goals. Tommy Listl will succeed him as sales director on September 15.
“As much as we are sad to see Atle leave after more than 25 years, we are deeply grateful for the tremendous work he has done and the pivotal role he has played in building Sweet Protection into the strong international brand it is today,” said Erik Hegbom, general manager of Sweet Protection. Enberget has been instrumental in building Sweet Protection from its earliest days. He helped take the company from zero revenue to more than NOK 300 million, with approximately 75 percent of sales now generated outside Norway. His product-first mindset and relentless focus on brand integrity earned him deep trust among retail partners, distributors, athletes, and colleagues across the global outdoor industry.
“At the same time, we are very pleased to welcome Tommy into his new role. In his two years with us, he has delivered excellent results, and we are confident that he has what it takes to further strengthen and grow the brand globally.”
Enberget said, “I’m humble and honored to have been part of this brand since its early days. To me, it’s never been ‘work’, it’s a lifestyle 24/7 that I have truly enjoyed. I believe everything has a due date, and I’m up. I will always remain part of the brand somehow, but I’m now venturing off on a personal sabbatical.”
Listl joined Sweet Protection in 2023 and has led the DACH region, one of the company’s primary markets, drawing on previous commercial leadership roles at Buff and The North Face. At Sweet Protection, he has focused on strengthening specialty retail partnerships, elevating key account planning and aligning sell-in and sell-through across Germany, Austria and Switzerland.
“I’m honored to build on Atle’s legacy and help write the next chapter for Sweet Protection,” said Listl. “Our priorities are clear: be the best partner to specialty retail, protect the brand’s premium positioning, and unlock scalable, profitable growth in Europe and North America. We will sharpen our channel strategy, improve availability and service levels, and support product launches in helmets, eyewear, and body protection with outstanding merchandising and training.”
As sales director, Listl will oversee global sales operations and report to Hegbom.
Images courtesy Sweet Protection
