Elevate Outdoor Collective Sells Madshus, Names Fredrik Kjellberg as Group CMO

August 6, 2026

Snow industry powerhouse Elevate Outdoor Collective (EOC), whose brand portfolio includes K2, Völkl, Marker, Dalbello, LINE, RIDE, Backcountry Access, Atlas and Tubbs, is selling its Madshus cross-country ski brand to ConsilTech and has named a new Group Chief Marketing Officer, the company announced this week in a pair of moves that reshape its portfolio and leadership team. ShopEatSurf x Outdoors