Industry Press Release

New Leadership for the International Marketing Team at Dynafit

12/16/2015

DYNAFIT

Alexander Nehls Takes on Role of International Marketing Director at DYNAFIT as of January 2016

Boulder, CO (December 16, 2015) — As of January 2016, Alexander Nehls will assume leadership of the marketing team for the DYNAFIT Brand in his new position as International Marketing Director. With this move, Nehls will take on responsibility for the development of the international marketing strategy of the ski touring and mountain sports brand. He will report directly to Managing Director Benedikt Böhm and will direct the international marketing team from the company’s headquarters in Aschheim near Munich, Germany.

Alexander Nehls

Nehls will oversee not only the direction of the international marketing team but will also be responsible for the leadership technically of DYNAFIT marketing directors at 11 subsidiaries. Together with the team at the leading ski touring brand, Nehls will in particular drive the positioning of the company’s summer segment.

Nehls, 36, knows the sports industry and especially the outdoor industry extremely well. For the last five years, Nehls was Global Senior Sports Marketing Manager at adidas outdoor. There, he shared responsibility for the overall development of the marketing strategy in the outdoor and cycling segments.

From Northern Germany originally, Nehls studied at and graduated with a masters in sport science from Humboldt University in Berlin. During his studies, he began to work as an independent contractor for the adidas and Gore-Tex brands. Once in a permanent position at adidas as Marketing Project Manager for the football and running segments, he was able to amass his first experiences in other business activities and then deepen those over the years. Among other things, Nehls spent a year in South Africa to support the local team and implement various marketing measures there during the FIFA World Cup 2010. Thus, he brings with him a total of 12 years of professional and industry-specific experience.

When not at work, Alexander Nehls shares the passion for outdoor activities. In the summer, you may find him mountain biking, road cycling or climbing. In the winter, he’ll be out on a ski tour or Nordic skiing adventure.

We wish Alexander much success as well as fun with his new position and welcome him warmly to the DYNAFIT Team!