Equip Outdoor Technologies Re-Sharpen Focus, Eye Ambitious Growth Plans In North America

Equip Outdoor Technologies UK Ltd. (Equip), home of technical outdoor apparel and equipment brands Rab and Lowe Alpine, have announced the next phase of their five-year strategy with ambitious growth plans in place for the North American market.

Integral to the strategy is re-sharpening the company’s focus by driving sales growth in all key markets in 2025. Equip’s sales leaders will focus primarily on driving profitable selling opportunities by developing rewarding customer relationships, and any non-direct sales activities will be redirected and managed by operational specialists within existing functions.

As a result of these changes, and after careful consideration, Adam Chamberlain, the current US Country Manager for Rab and Lowe Alpine, has left the business. Chamberlain joined Equip in March 2023, and his expertise and contacts in the industry have allowed him to support the existing growth of the US business in his time with the company.

Jon Frederick, Equip’s Group Marketing Director, will be based in Colorado and operate from the Rab US office after being based in the UK for the last two years. Jon will continue in his existing global role unchanged.

This move allows Equip to implement an operational board representative in their largest growth market. Frederick will act as a key senior figure in the US office, leveraging involvement with industry groups, trade shows, and face-to-face meetings with key partners.

“I’m lucky to be able to take this opportunity while keeping close to our headquarters, marketing and product teams based in the UK. My priorities will remain the same; driving the growth of brand visibility and reputation across the globe,” Frederick said.

“So while in the UK I will continue to lead my teams and remain close to product development and the wider business strategy. In North America I will take advantage of the opportunity to represent our business at a senior level, engage with industry trade bodies and ensure that our global strategy is visible and aligned in this important growth market. A great balance, for me and the business.”

Ross Herr will remain as Vice President of Sales in the U.S., reporting directly to Richard Leedham, Equip’s CEO on sales performance. Herr will focus primarily on sales leadership, and any other responsibilities will be redirected to specialist functions.