Sierra Designs Welcomes New VP/GM

October 30, 2017

George Bryant returns to the Exxel Outdoors family to lead innovative brand

October 30, 2017 – Boulder, CO – Sierra Designs, the Colorado-based brand known for innovative outdoor products, is excited to welcome veteran Exxel Outdoors team member George Bryant back as the brand’s new Vice President and General Manager.

Bryant has a long history with Exxel Outdoors, having started as a special projects intern for American Recreation Products (now a part of Exxel) while he was a graduate student at CU-Boulder. He then spent the next five years with the company, most recently as the Senior Director of Sales and Marketing for the Kelty brand. Bryant returns to Exxel and Sierra Designs after serving as the Retail and National Accounts Manager for Textron Specialized Vehicles, manufacturer of recreational vehicles from brands including Arctic Cat, Textron Off-Road and E-Z-GO. In his personal time, Bryant is a highly active member with Colorado Trout Unlimited, alongside other recreation and conservation-focused organizations. He’s also an avid outdoorsman, finding time to ski, fish, cycle, run and climb whenever possible.

“I am thrilled to return to Sierra Designs.” says Bryant. “SD is so unique as a nimble, dynamic company with a celebrated history in the industry, so when they reached out to me about leading the brand, I had to say yes. The team here has continued the progressive, innovative path our founders established in 1965, with an incredible equipment story that goes back to the core of Sierra Designs’ DNA – making better, more functional gear that’s still affordable. As an enthusiast myself, I hold an appreciation for the brands and dealers that deliver authentic gear and enable us to ‘Think Outside.’”

One of Bryant’s first initiatives is to grow the current Sierra Designs team with other progressive thinkers in order to build on the success of the past while strategically expanding the brand’s offerings.

“By adding team members that share SD’s adventurous and pioneering spirit, we’re positioned to be even closer to our customers, and quicker to react to their changing needs than ever before,” says Bryant. “The momentum into 2018 is building, and quite simply the future potential is huge. I’m humbled to join the effort.”

About Sierra Designs

Sierra Designs was born in the outdoors in 1965 with a keen interest in the world of backpacking and camping. Today, our crew of outdoor enthusiasts and seasoned explorers are on a mission to fundamentally define how we adventure outside. We create outdoor equipment and apparel driven by function & design to keep you happy. Because to us, even the worst day outside beats a day inside. Find more information at www.sierradesigns.com.