The Slovenian ski manufacturer announced a new leadership structure to support its global brand strategy and innovation efforts. SGI Europe wanted to learn more about the new management and the company’s future direction. 

In our interview, Leon Korošec, Director of Elan Sports Division, explains why these changes were necessary to increase accountability and execution.

SGIE: What is your main focus for Elan right now? Is all focus on growing the company regarding turnover and profit, or is the focus set on product development, supporting retailers, or what?

Leon Korošec: Elan is celebrating its 80th anniversary this September, and we are entering the 2025/26 season with a clear, focused strategy. Our priorities are to grow in our core markets – the Alps and North America – and to strengthen retail partnerships by offering better service, product ranges that truly meet customer needs, and by being a brand that is easy to work with. All of this is aligned with our Always Good Times brand promise. At the same time, we continue to build on Elan’s leadership in sustainability: our production is concentrated in one location in the Slovenian Alps, powered entirely by renewable electricity, with a strong emphasis on local sourcing. We proudly stand behind the promise that every Elan product is 100% handcrafted in the Alps. Backing this strategy is a newly appointed leadership team of passionate skiers who understand both the sport and the retail landscape. The Sporting Goods Industry is highly dynamic, and our goal is to ensure Elan is always future-ready. 

elan ceo

Source: Elan

Leon Korošec, director Sports Division of Elan.

New Elan ski collection for 2026/27

What can you tell us regarding new product specials that are extra interesting for our readers, retailers, and colleagues in the business you can tell us about?

Elan has always been a pioneer in innovation, and we believe it is the perfect time to mark our 80th anniversary with the launch of a new chapter in on-piste performance. This line is shaped by decades of athlete feedback, skier insights, and a simple promise: to make every skier better. We will first present the collection to our trade partners this season, the skis will be available in stores starting with the 2026/27 winter season. For now, we cannot reveal all the details – the new line will be officially presented at our on-snow demos and retail shows, with more to follow as the season unfolds.

Could you provide an overview of Elan’s most recent turnover and profit?

In 2024, the Elan Group recorded revenues of €123 million, with the Sports Division accounting for roughly half of that total.

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