John Horsnell joins Boulder Outdoor Specialty Group

Horsnell to manage Midwest territory for Kelty, Kelty KIDS, Sierra Designs, Slumberjack, Wenger, and Ultimate Direction

The Boulder Outdoor Specialty Group (BOSG), a collection of six cornerstone outdoor industry brands, is proud to announce the addition of John Horsnell to their inside team of dedicated territory managers.

As a Midwest territory sales manager, John will be better able to address the specific, regional needs of his customers, elevating the level of service and value for the end-user. Working out of his office in Madison, WI, John will be tasked with assisting current clients and opening new accounts in ND, SD, MN, IA, WI, IL, IN, MI, OH, KY.

“As a member of our dedicated team of territory managers, John will have the tools, motivation, and brand knowledge to provide an exceptional level of support and service to his accounts,” said Kenny Ballard, president of the BOSG. “John’s extensive sales experience will truly be an asset to our family of brands and our sales team. We’re excited to have him on board.”

As an employee and member of the BOSG team, John will take an active roll contributing to the companies’ overall strategic initiatives, assisting with product development and innovation, and enhancing the Boulder Group’s overall performance.

With an extensive sales history and years of experience working in outdoor retail and with industry rep group BP Associates out of St. Paul, MN, John brings a deep knowledge of the outdoor industry and the specific needs of his Midwest territory to his new position with the BOSG.

John is an avid Telemark skier, climber, and paddler. He can be reached at or 608-206-9242.

The Boulder Outdoor Specialty Group is a collection of six of the best-known and best-loved brands in the outdoor industry, offering a wide variety of gear to compliment any outdoor pursuit. The Boulder Group’s brand family includes Kelty, Kelty KIDS, Sierra Designs, Slumberjack, Wenger, and Ultimate Direction. Drawing upon decades of experience and a love of the outdoors, the Boulder Group develops, tests, and produces some of the finest camping, backpacking, and outdoor equipment and apparel available.

For more information, please contact Scott Kaier at, 802-583-6070.