Industry Press Release

Apex Sports Group Supports Specialty Retailers with New Brand Ambassadors


Boulder, CO (November 13, 2012) — Over the past two years, the majority of consumers who demo Apex ski boots decide to purchase them. The comfort, fit and performance of the new Modular Series ski boots have skiers trading in their old gear for the next generation of high performance equipment. With winter fast approaching, Apex Sports Group has hired three Brand Ambassadors, an independent sales rep and a new Director of Marketing to work with specialty ski shops around the country to drive brand and consumer awareness to their new line of boots.

In an effort to grow and support their specialty retail base in the Tahoe, Rockies, Mid-Atlantic and New England territories, the Brand Ambassadors will provide in-store and on-snow demos and clinics for sales staff, attend local and regional resort events and support retail initiatives as needed. Peter Dunigan (Lake Tahoe), Jeff Price (Rockies) and Justin Minnich (Mid-West) will hit the road and the slopes this season to provide hands-on product testing and support to local retailers. Each of the new ambassadors brings a solid history of technical knowledge, retail sales experience and field support to their new roles at Apex. Rick Randall will serve as an independent sales rep for the brand, servicing specialty retailers in the Mid-Atlantic region.

By having a dedicated team of Apex professionals in the field, the brand expects substantial growth in the specialty ski market in the immediate season and beyond.

Jennifer Hanson is also joining the Apex team as the new Director of Marketing. With a background in advertising, Hanson spent the last four years at the renowned Crispin Porter & Bogusky agency, working with influential brands including Microsoft, Burger King and Old Navy. A Boulder native and avid skier, Hanson brings her passion for the sport into her new role with Apex.

About Apex Sports Group

Based in Boulder, Colorado, Apex Sports Group was established in 2006 by ski industry veteran, Denny Hanson, the co-founder of the Hanson rear-entry ski boot. His lifelong passion for skiing and experience with technical footwear led Hanson to develop Apex Ski Boot System, blending the comfort, fit and warmth of a snowboard boot into a revolutionary new open chassis design that are 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 ( and Twitter (@apexskiboots).