Tecnica Group USA announced a new management structure representing a significant investment in its wintersports business. At a time when many of its multi-category and multi-national competitors are reducing their focus on wintersports, Tecnica Group, a privately held Italian family company, is increasing its commitment to its core wintersports business and the specialists that serve the market.

The move is the first of several planned by Peter Weaver, newly appointed Global CEO for the Group, to build on the Tecnica Group’s 30-plus years in the U.S. specialty wintersports market. “The ski business is not the place to make a quick profit,” said Weaver. “While last winter was difficult for everybody, we believe in the future of skiing and we’re confident that with our specialty partners and through our strong alpine brands Tecnica, Nordica, and Blizzard we will increase our market leadership in the U.S. and even help to grow the overall market. We take a long-term view and this new management structure demonstrates an investment in our future.”

Weaver will continue as CEO of Tecnica Group USA in addition to his new responsibilities as Group Global CEO, highlighting the importance of
the U.S. market.

Chris Licata, currently president of the Group’s Tecnica and Blizzard brands in the U.S., will move into a newly created Tecnica Group USA role of chief brand officer for wintersports. Licata will work closely with the brand presidents of Tecnica/Blizzard and Nordica to enhance the development of branding, marketing and product offers in order to maximize each brand’s value to the consumer, to the specialty retailer, and for the Tecnica Group globally.

Sam Cook returns as president of Tecnica/Blizzard USA after two years at Prince Sports as general manager, Prince North America. “They say you can never go home, but ‘they’ are wrong,” said Cook. “I’m thrilled to be coming back to my home at Tecnica, returning to the best team in wintersports, and look forward to building on Blizzard’s great momentum and driving continued success for Tecnica.”  Cook was president of Tecnica/Blizzard USA from 2008 to 2010. In this new structure, Licata, Cook, and Willy Booker, president of Nordica USA, will all report to Weaver.

“With this new structure we will deliver better products to the wintersports consumer and better service to the wintersports retailer,” concluded Booker. “With Peter’s leadership our Group will become more global and better positioned for the U.S. market and with Chris’ expertise we will have both stronger brands and a stronger group. Sam’s strength in managing and building operational efficiencies, now enhanced by his time at Prince, will give us depth in all key areas. It’s great to be a part of a Group committed to building the future of skiing.”  

Tecnica Group SpA is a global leader in the wintersports, outdoor, and sporting goods markets and delivers best-in-class products to athletes and enthusiasts worldwide through its Tecnica, Nordica, Blizzard, Lowa, Dolomite, Moon Boot, Rollerblade and Bladerunner brands.