American Outdoor Brands Names Firearms Div. President


L. Tobiassen

American Outdoor Brands Corporation (AOBC) announced the promotion of Lane Tobiassen to president of the Firearms Division. Tobiassen previously served as president of AOBC’s Electro-Optics Division, a business that will be combined with the company’s existing Outdoor Products & Accessories Division.

AOBC President and CEO James Debney said, “Lane is the ideal person to lead our firearms business. Under his direction for the past 14 years, Crimson Trace has become a market-leading brand known for its quality, innovation and performance. With his extensive leadership experience in the firearms industry, Lane is deeply knowledgeable about our industry, our company, our products and our customers.”

Tobiassen brings over 25 years’ experience in marketing, sales, product development and executive leadership from companies in the shooting, hunting and outdoor markets. Prior to his tenure as president and CEO of Crimson Trace (acquired by AOBC in 2016), he served as VP of marketing at Lacrosse Footwear Inc. and Danner Inc. He earned a B.A. in English from the University of Oregon.

Velocity Outdoor Promotes VP Of Product Development


D. Jenner

Velocity Outdoor promoted Dave Jenner to VP of product development from his role as director of business development.

“Dave has demonstrated the ability to create and execute forward thinking and organizational leadership strategies, and this is why we know [he] will be a great leader for our product management team,” said Steve Upham, Velocity Outdoor SVP of sales and marketing.

Jenner served in executive roles for Maurice Sporting Goods for over 20 years where he helped drive the expansion and growth of the company’s annual revenues, while building and maintaining relationships with senior leadership across key customers both nationally and internationally.

Columbia River Knife & Tool Welcomes CFO


J. Lunz

Columbia River Knife & Tool (CRKT) welcomed Jeff Lunz as CFO. In conjunction with Lunz’s arrival, Peggy Bremer, one of CRKT’s owners and co-founders who has served as CFO for 15 years, will transition to a strategic support and advisory role.

Lunz worked with Gerber Legendary Blades for 14 years in accounting, planning, inventory and various director roles before ascending to VP of finance. Lunz is a CPA and an alumnus of Portland State University.

Trijicon Inc. Advances Global Sales VP


C. Wahr

Chuck Wahr is now global VP of sales and marketing for Trijicon. In this role, Wahr continues to have oversight of the commercial sales and marketing organizations, and adds oversight of the business development teams.

“Chuck’s expanded role as global VP will allow him to bring his wealth of experience and strategic thought to another area of the business,” said Stephen Bindon, Trijicon president and CEO.

His career spans over 20 years with roles at Black & Decker/Dewalt, Newell-Rubbermaid and Overhead Door. Wahr earned an MBA from Rensselaer Polytechnic Institute and B.S. from the University of Oregon. He completed his U.S. Army career as a staff sergeant following Operation Desert Storm.


SENTRY Products Group Taps VP Of Sales

Steve Hoffa has joined SENTRY Products Group as VP of sales where he is responsible for developing and managing SENTRY’s growing sales and distribution network worldwide.

Hoffa, formerly with Alpha Guardian (Cannon Safe/GunVault/Stack-On) and BLACKHAWK!, brings 20 years’ sales and operations experience to the team.

Range Systems Introduces Managing Directors

Range Systems has hired multiple managing directors of key customer verticals to help drive company-wide innovation and keep Range Systems at the forefront of customer needs.

Keith Taylor, managing director, international, is charged with developing the company’s international vision and capabilities. Prior to joining Range Systems, he served as managing director of Europe for Cubic Defense Applications.

Michael Valenti, managing director, police/law enforcement, will work to bring innovative solutions to L.E. agencies through increased collaboration. Valenti retired from the Port Authority Police Department of New York and New Jersey in 2008. While with the department, he was the first chief of counterterrorism post 9/11.

Point of Impact Managing Partner Doug VanderWoude brings his firearms range and retail consulting experience to Range Systems. As managing director, commercial, he will head the company’s commercial customer segment.

Blue Heron Communications Names Partner, General Manager

New Partner and GM at Blue Heron Communications, Daren Cole, will oversee the expanding Norman office and provide strategic counsel to clients, spearheading the growth of the agency’s work in outdoor recreational categories and conservation advocacy.

Cole has 27 years’ experience in marketing and public relations from increasingly senior roles at companies including Navico, B.A.S.S., ESPN Outdoors, Skeeter Boats and Yamaha Marine.

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