Vista Outdoor realign company with combined platform

Thursday, 26 January 2023 Simon Cox

Vista Outdoor has announced a company realignment of its Cycling, Snow and Powersports platform.

Jeffrey McGuane, CEO Fox Racing, portrait picture Jeff McGuane, who has served as President of Fox Racing, will become President of the combined platform, which includes the brands Bell, Giro, Blackburn, Krash, Copilot, Raskullz and Fox Racing.

Ric Kern, current President of Bell + Giro, who joined the company in 2013 and filled a variety of key roles during his time, will retire from Vista Outdoor at the end of our fiscal year (March 31). Ric has led an incredible recovery over the past 10+ years and will support Jeff’s transition.

The changes will drive a unified vision for the 7 brands within the platform and better align systems, strategies and resources to enable higher growth for each brand than what otherwise would be achieved if not together. The change is another positive sign that the integration of Fox Racing is ahead of schedule and exceeding expectations following the July 2022 acquisition. Other changes include:

Noah Fox, current VP of Operations for Bell + Giro, will become the VP of Global Operations for the combined platform and its seven brands.
Tanya Hayden, current CFO of Fox, will become the Global CFO for the combined platform and its seven brands.
Marci Gerlach, current VP of People and Culture for Fox will become the VP of Global People and Culture for the combined platform and its seven brands.

These moves come as Vista Outdoor eyes a huge opportunity in this space.

This collection of iconic brands has the potential to lead and expand share in the $16 billion total addressable market in which they operate. To get there, the company believes it must invest and grow above and beyond what’s possible individually.

“Cycling, snow and powersports are mission critical categories for Vista Outdoor and our future Outdoor Products Company,” comments Jeff McGuane, President, Action Sports, Vista Outdoor Inc.

“Expanding the cooperation of our seven brands while maintaining distinct brand positions is essential to strengthening our competitive advantage. In short time, Fox’s integration into an already powerful family of brands has delivered a combined No. 1 market share across many of our channels, customers and product categories. With this newly realigned platform and newly appointed leadership team, we believe that all seven brands are even better positioned to win with riders.”