Newsmakers
November 2023

Zanders Sporting Goods Enhances Leadership

Dan Siegler was promoted to president and COO of Zanders Sporting Goods, and Luke Poston advanced to director of procurement.

Stefanie Zanders, CEO, said, “The dedication and loyalty displayed by Dan and Luke are unparalleled and further solidifies that these two are the right choice for the job. We are confident that these changes to the executive team will enhance and lead our business operations strategically forward in new and innovative ways and ultimately elevate our business to new heights.”

Siegler joined Zanders nearly 10 years ago. He was the sales manager for four years, promoted to director of marketing and then took over marketing and purchasing just over a year ago.

Prior to joining Zanders in 2017 as sales manager, Poston held various sales and marketing positions.

Alien Gear Holsters Retains Specialist

Jim Meyers has joined Alien Gear as the L.E./military product training specialist where he will work with staff, distributors and dealers. He will attend trade shows and fulfill a range of duties related to training, product introductions and new product launches.

“We’ve been looking for a key component to add to our team, and in Jim Meyers, we found exactly what we needed: a top-notch shooter and trainer with a solid L.E. background and a passion for training our first responders,” said Joe Lienemann, director of L.E. sales with Tedder Industries.

Meyers is a widely recognized master-level firearms instructor and armorer. For decades, Meyers has conducted extensive training domestically and internationally with military and law enforcement units, private security details and civilian students. He also has more than two decades of L.E. experience and is a graduate of the F.B.I. National Academy.

Buck Knives Advances Managers

Buck Knives announced the promotions of Justin Baar to the role of senior e-commerce and digital marketing manager, and Katie Swanson to marketing communications manager.

Baar will provide strategic oversight of the company’s e-commerce objectives and digital marketing projects to expand Bucks’ market share, enhance product visibility, drive brand preferences and increase online sales.

Baar joined Buck Knives seven years ago and earned a bachelor’s in painting and printmaking from San Diego State University, where he has also been an adjunct professor.

Swanson will provide the strategic oversight and tactical execution of the company’s marketing plans and deliverables regarding all B2B trade channels by creating and managing a consistent brand experience.

She joined Buck Knives nearly three years ago and earned a bachelor’s degree in graphic design from Northwest Nazarene University. Previously, she worked for Block 22 Hotels and the ECHL Idaho Steelheads.

Orchid Advisors Expands Team

Orchid recently welcomed three firearm industry professionals to its growing team: Aimee Schoonover, Kelly Lahti and Toni Hendrickson.

Leland Nichols, Orchid chief strategy and business development officer, said, “Their exceptional backgrounds and dedication to the firearms industry align perfectly with our commitment to delivering top-tier solutions and service to our clients.”

As a business development executive, Schoonover will introduce innovative solutions to meet the evolving needs of customers and contribute to their growth and success in the firearms industry.

Lahti, an implementation and support consultant, combines her knowledge and experience with retail operations, POS systems and ATF regulations in her new role to act as a reliable resource for Orchid customers.

As a key member of Orchid’s implementation and support team, Hendrickson will collaborate closely with new clients and address their specific needs, further strengthening the company’s commitment to providing premier customer support for FFLs.

Leupold & Stevens Inc. Taps Marketing Director

Lucas Bart was recently named director of marketing at Leupold, where he has served as the company’s brand creative director since 2017.

“Lucas has been an important part of our marketing team since he joined the Leupold family,” said Tim Lesser, Leupold VP of product development and marketing. “His passion and relentless drive benefit the entire team and make him an ideal leader as we continue to grow and evolve our brand marketing efforts.”

Prior to joining Leupold, Bart worked as a content director and communications manager at Nike. 

Langdon Tactical Technology Selects Marketing Manager

Maria Espinosa has joined the Langdon Tactical Technology (LTT) team as its sales and marketing manager. Espinosa will be responsible for implementing and managing LTT’s marketing efforts and strategies, as well as coordinating its social media presence and event management.

Espinosa joins Langdon Tactical with a diverse history in the shooting sports industry, including previous stints at Norma Precision Inc., Dunkin-Lewis Inc. and Taurus Holdings. She has an associate’s degree in criminal justice/police science and psychology from Miami Dade College.

Christensen Arms Hires Director

Christensen Arms has welcomed Jimmy Durham as director of customer experience, representing years of strategic leadership of customer service teams, a forward-focused mindset and an unwavering commitment to customer advocacy all underscored by a personal passion for precision shooting.

Durham stated, “The relationship between exceptional products and remarkable customer service is inextricable. As a brand synonymous with top-tier quality, Christensen Arms has taken that promise a step further. Our service must be a mirror reflection of the quality that defines our products, standing head and shoulders above all others.”

Yankee Hill Machine Co. Names Marketing Manager

The management team at Yankee Hill Machine Co. (YHM) welcomed Brenna McCoubrey as the new marketing manager.

Bill Lis, GM for YHM, stated, “[McCoubrey] will play an instrumental role in communicating and promoting YHM firearms, suppressors and accessories through compelling and strategic multi-channel marketing to drive consumer demand while assisting sales to achieve growth objectives.”

McCoubrey joins the team after developing marketing plans and brand strategy for White Birch Armory, an NSSF 5-star rated range. She has also served as subject matter expert at SHOT University and Range-Retailer Expo on brand strategies, event planning and social media.

McCoubrey earned a B.S. in marketing from Suffolk University.

Kryptek Outdoor Group Welcomes COO

Kryptek Outdoor Group announced the hiring of Tim Piver as the new chief operations officer. Piver is tasked with devising and executing new business strategies to enhance global brand recognition.

“In the years to come, I am confident that we will be able to look back and say, ‘That is a result of Piver!’ He is an exceptional cultural fit with real-world credibility and has a vast amount of success in adjacent outdoor brands,” said Kryptek CEO and co-founder, Butch Whiting.

Piver’s experience stems from the hunting and fishing sector as a guide, outfitter, TV show producer and product developer. At Western Power Sports, he held leadership positions across numerous business segments.

Rock Ridge Outdoors Appoints Sales Manager

Dani Navickas is now serving as the regional sales manager for Rock Ridge Outdoors.

“With an exceptional depth of experience within the outdoor industry, an exclusive network of contacts and a well-earned reputation for excellence, Dani is going to lead our team to new and exciting opportunities and growth,” remarked Janette Palmer, VP of sales at Rock Ridge Outdoors.

Navickas brings more than 25 years of experience working in sales, marketing and product development within the shooting and outdoor industries, including tenures at Velocity Outdoor, SIG SAUER and Remington.

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