Exxel Outdoors and Kelty Announce Senior Management Promotions and New Division: Outdoor Performance Group


Eric Greene Named Vice President/General Manager and

Andy Russell Named Vice President of Sales for

 Exxel Outdoor Performance Group 

BOULDER, COLO. (April 11, 2016) – In response to continuous strong growth and to enhance engagement with retailers and consumers, Exxel Outdoors, a leading provider of high quality, innovative outdoor recreation products, today announced senior management promotions and the creation of a new group, the Outdoor Performance Group. This division includes KeltySierra Designs, and Ultimate Direction. Eric Greene, previously the general manager of Kelty, has been promoted to division vice president and general manager, while Andy Russell, previously Kelty director of field sales, was named vice president of sales for the new entity. In addition, Rick McCabe, a 30- year veteran of the outdoor industry, is now vice president of product development and innovation of the Outdoor Performance Group.

Greene will now oversee Kelty, Sierra Designs and Ultimate Direction, in addition to any new future specialty-oriented brands brought into Exxel Outdoors through acquisition. Specifically, Greene is responsible for all aspects of business for the group including overall strategy, forward direction, branding, marketing, sales plus full profit and loss responsibility.

Russell will work closely with the rep. force, as well as nurturing relationships with retailers across the U.S. McCabe will handle sourcing, new product development and innovation efforts, having previously held positions at L.L. Bean, Cabela’s, Gander Mountain, Dick’s Sporting Goods and 5.11Tactical.

“Eric, Rick and Andy have the skills to take these iconic brands to the next level,” said Jim Hesse, chief marketing officer at Exxel Outdoors. “Under Eric’s leadership, Kelty has seen strong double digit growth and momentum based on the brand revitalization, a fresh marketing approach and a clear focus on product innovation clearly resonating with retailers and consumers. As the formula worked well for Kelty, we look forward to applying this successful recipe for success to Sierra Designs and Ultimate Direction. These respected brands are poised for robust growth, especially as the definition of the outdoor experience expands.”

Kelty’s new global marketing campaign, #KeltyBuilt, with the tagline “Built to Endure” is engaging the outdoor community that appreciates durability and convenience. 

Sierra Designs continues to make strides in outdoor gear and apparel with its combination of forward innovation, new technologies and a fashion touch. 

Ultimate Direction provides high performance hydration made “for athletes by athletes”, consistently reengineering, reinventing, and redefining their award winning hydration packs.

For further information: www.exxel.com

Contact: Charlotte Daher de Garcia
781-639-4924, Ext. 112