The Slovenian ski manufacturer has announced a new leadership structure to support global brand strategy and innovation.

Elan Sports, the Slovenian-based ski manufacturer, has unveiled a refreshed leadership team effective Sept. 1, 2025, as it prepares for the upcoming 2025/26 winter season. The company stated that the new structure is designed to enhance its global brand presence, accelerate growth and support its long-term strategic goals.

Jeff Mechura, CEO of Elan USA, has been appointed Chief Brand Officer. He will now oversee global brand, marketing, product and design, in addition to continuing to lead Elan’s US operations. Mechura has held leadership roles at Elan for nearly a decade, contributing to the development of its performance- and lifestyle-focused brand portfolio.

Ben Fresco, previously Product and Marketing Director for Elan USA, has been named Head of Global Product. He will lead the global product strategy, bringing market insights and a user-first approach. Domen Dan Gaiman joins the leadership team as Head of Global Marketing, with a focus on storytelling, campaign creation and community engagement. 

“These changes reflect Elan’s focus on accountability and execution,” said Leon Korošec, Director of Elan Sports Division. “The team is aligned to deliver our new brand and business strategy.”

The reorganization takes place under the ownership of KJK Sports, which oversees a portfolio of premium outdoor and sporting goods brands. Melanja Korošec, Senior Vice President at KJK Sports, continues to guide brand development and innovation across the group, including Elan. 

Founded in 1945, Elan continues to produce all skis in-house in its vertically integrated factory, powered by renewable energy sources including solar and biomass.

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