POC appoints media guru Jonas Sjögren to CEO role

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POC has replaced founder and former CEO Stefan Ytterborn with Jonas Sjögren, a media guru with deep experience managing Swedish television channels.

Jonas Sjögren, who has more than 15 year’s experience in the TV and media industry, said; “Getting the opportunity to lead POC, a global company synonymous with safety, innovation and forward thinking, is incredibly exciting. As a Swede I have watched POC’s journey and international growth over the last ten years and I am looking forward to supporting the mission and increasing its global presence in snow sport and bike markets.”

In his previous position as the CEO for Discovery Networks Sweden – which holds brands such as channel 5, Eurosport and Discovery – Sjögren has been responsible for leading and supporting 200 employees and controlling financial activities related to a turnover of approx. 1.500 MSEK.

Since October 2015 POC has been part of the Dainese group, an Investcorp portfolio company.

Dainese group CEO, Cristiano Silei, added; “I am pleased to welcome Jonas to POC and I am looking forward to working with him. The potential for POC is clear and by bringing together our expertise, innovation and technology I am convinced that we can continue to grow strongly and make a very positive impact. On behalf of the whole group I would also like to thank Federico Minoli for his contribution and leadership during his period as interim CEO. Federico will return to his role as chairman of the board for POC and Dainese.”

POC’s founder announced in September that he would leave the company to pursue an ambition in electric motorcycles, announcing the Cake label, set to come to market in 2017.

POC is now carried in over 40 countries, providing protective gear for snow and action sports.