Company Veteran Eyes Streamlined Approach To 2020 Product Rollouts
(BOULDER, CO – MARCH 2020)– Sweet Protection, the industry leader in high-performance helmets, goggles and technical clothing, announced today that it has named Atle Enberget as its Director of Sales and Marketing, trusting a familiar face in the company with the job of streamlining two essential departments in 2020 and beyond.
Enberget is based out of Sweet Protection’s corporate headquarters in Trysil, Norway, and has been with the company since its founding in 2003. He has held various jobs for the company over 17 years, including the most recent position of Director of International Sales. He will now inherit the additional responsibilities of running the company’s international marketing arm.
“I’ve been part of this brand since we started, so it’s not really work anymore, it’s a lifestyle,” Enberget said. “When you join the forces of sales and marketing and start pulling in one direction, and you agree on ideas for where the company is headed and the bigger picture, that makes sense for the entire organization.”
Enberget’s change in responsibilities means he will spend more time focused on running the company’s marketing department, especially as the company looks to build on its strong resonance in the North American market. Sweet Protection expects to unveil new lines of their signature high-performance goggles and helmets this summer and next winter.
“The way going forward is together, with one mutual goal,” Enberget said. “We’re a small company, and we’re better prepared when we’re lean, quick and smart when it comes to making decisions.”
Based out of the small village of Trysil, in the midst of the Norwegian wilderness and close to the mountains, the Sweet Protection crew has been developing helmets, protection gear and technical clothing since 2000. The multi-award-winning team of designers, skilled technicians and the amazing team of riders have pushed the envelope of what’s possible with functional equipment.