Industry Press Release

Apex Ski Boots Announces New Corporate Management and Territory Sales Appointments


Apex Ski Boots

Boulder, CO (December 16, 2015) — Apex Ski Boots is pleased to announce the appointment of Kevin Tice as its new Chief Executive Officer and President.  In his tenure with the company, Tice has held several roles including his most recent positions as Chief Operating Officer and Chief Financial Officer.  Replacing Apex Founder and former President, Denny Hanson, Tice also sits on the board of directors for Apex Sports Group and is an active investor in the company.

Ron Budacz, Executive Chairman of Apex Sports Group, commented, “Kevin has an established track record as a very successful businessman.  He has worked in various capacities in Apex over the past two years and we are pleased that he has become our Chief Executive Officer and President.”

Brian Ellwood has also been named Director of Business Operations for the high performance modular ski boot brand. Ellwood’s prior work experience was in property management where he was responsible for a portfolio of residential real estate properties.  Reporting to Kevin Tice, Ellwood brings a broad range of operating skills involving IT systems, capital budgeting, financial analysis and web site development and design to Apex.

Apex is also pleased to announce new additions to its sales team with the addition of three new North American sales representatives. Rick Cherashore, an SIA Rep of the Year, now oversees the Mid-Atlantic region, Ray Skelton covers the Mid-West territory, and Dennis Naughton will service the Southeast area for Apex.  Each brings their vast knowledge and experience within the ski boot market to the brand, with all previously serving as sales reps for Dalbello Ski Boots.

“We are thrilled to have such experienced and accomplished ski industry professionals join the Apex Ski Boots team.  They will make invaluable contributions as we continue to build our dealer base,” said Tice.

About Apex Sports Group
Based in Boulder, Colorado, Apex Sports Group was co-founded in 2006 by ski industry veterans, Denny Hanson, the co-founder of the Hanson rear-entry ski boot and, Roger Neiley, formerly Product and Brand Manager for Raichle Molitor USA, Director of Winter Sports for Quicksilver, and General Manager of Product Development with Flow Sports. The boot system blends the comfort, fit and warmth of a snowboard boot into a revolutionary open chassis design that is unlike anything on the market. The independently owned company is dedicated to providing premium quality and innovative products to the sports industry, both domestically and internationally. For more information and to view the current collection, please visit You can also follow and interact with Apex on Facebook (, Twitter (@apexskiboots), and Instagram (@apex_ski_boots).