The managing director of Polar Elektro Iberica, Manu Lafora, expanded his duties on Jan. 1 by taking charge of the brand’s new South Europe business region through the subsidiary at its core, Polar Italia. Lafora has been with the company, and in charge of Polar Iberica, since 2008. He was previously general manager at Fila, business director at American Nike, and key account and senior brand manager at Henkel Iberica. He will now be leading the sales, marketing, finance and operations teams of the Iberian and Italian subsidiaries, headquartered in Barcelona and Bologna, respectively. Manu says that inter-country synergies will enable Polar to expand its sports smartwatch markets in Italy, Spain and Portugal and pursue its digital transformation.