Wintersteiger, Inc. hired Phenix Project sales agency based in Woodbury, MN, to represent Wintersteiger Sports and Bootdoc Hotronic in the Great Lakes region, effective January 1, 2025.

The Phenix Project, co-founded by husband-and-wife team Adam and Jessica Guile in 2020, will replace longtime sales reps Bill Ehmke and Mason Rickert, who will continue to take orders through the end of 2024.

The company said in a media release, “After many years of dedicated service, we thank Bill Ehmke and Mason Rickert for their exceptional contributions and commitment to the Wintersteiger, Bootdoc, and Hotronic brands. Their efforts have been instrumental in our growth and success in the region, and we wish them the very best in their future endeavors.”

The Phenix Project “brings extensive industry knowledge and experience, making them an invaluable customer resource. Based out of the Minneapolis area, Adam Guile has been a dedicated professional in the ski and outdoor industry for over 23 years, primarily working as an independent sales rep in the Western Great Lakes region,” the company reported.

Under the leadership of the Guiles, the Phenix Project agency covers ten states across the Midwest (MN, WI, SD, ND, IA, NE, IL, MI, OH, IN) with its team of experienced sales professionals with a combined experience of 100-plus years in the outdoor industry. They include:

  • Steve Wikner, with over 25 years of experience in the snowboard and skate industry;
  • Drew Holbrook and Lynne Cecil represent the Nordic business; 
  • Rik and Patti Andresen, based in Traverse City, MI, have vast knowledge of product performance and industry best practices for the Midwest market, particularly in Michigan, Ohio, and Illinois. Patti also has a strong background in ski racing and teaching.

The Phenix Project also represents Salomon (Alpine, Nordic, snowboard), Atomic, Armada, and Leki (Alpine).

The agency is a member of the Mid-Western Ski Reps Association (MWSRA), Midwest Reps Association (MRA), and Winter Sports Retailers (WSR) and attends regional shows, on-snow demos, and the Winter Sports Market (WSM).

Adam Guile said, “We’re thrilled to represent Wintersteiger, Bootdoc and Hotronic in the Great Lakes Territory. We look forward to building on the foundation established by Bill and Mason and are eager to bring our passion for the ski and outdoor industry to serve our customers.”

Image courtesy Wintersteiger