Elevate Outdoor Collective promotes COO to CEO

Elevate Outdoor Collective (EOC), the Park City, Utah-based parent company for twelve outdoor and winter sports brands, including Völkl, Dalbello, Marker, K2 Sports, Ride Snowboards and Line Skis, announced the promotion of Josée Larocque from Chief Operating Officer to Chief Executive Officer. The appointment, effective immediately, follows Larocque’s successful tenure as COO, during which she played a pivotal role in expanding the company’s operations and driving its sustainability initiatives. Her promotion signals a new EOC leadership era, focusing on innovation, sustainability and global expansion.

Having joined EOC in 2020, Larocque has been instrumental in shaping the company’s operational strategies and spearheading efforts to align its values with its sustainability goals. She led initiatives to improve supply chain efficiency, enhance product development, and strengthen EOC’s commitment to reducing its environmental footprint. As CEO, Larocque is expected to continue driving EOC’s ambitious growth plans, particularly in international markets. Under her leadership, the company will focus on deepening its connection with consumers, accelerating product innovation, and expanding its reach in the outdoor sports market.

In her new role, Larocque is replacing John Colonna, who is leaving the company to pursue other interests. Colonna first acted as President of K2 and then as CEO of the full company. Most notably, on the product side of the business, he reinvigorated K2 Skis with the Mindbender series and K2 Boots. He also started the valuable process of bringing together the twelve brands into today’s Elevate Outdoor Collective.

“We are pleased to be promoting Josee to lead the company in this next phase of growth,” said Roger Prevot, Chairman of EOC, after thanking Colonna for all his contributions. “Josee brings to the role deep experience and accomplishment in the winter outdoor sports industry where she has invested her full career, including more than 25 years with Burton and then moving to Elevate in the COO role in February 2023.”

“I am energized to have in this CEO role an expanded opportunity to bring all our Elevate team members into one global culture that can develop, innovate and deliver unmatched excitement and value to our customers,” said Larocque. “Our strength lies in our people and our ability to collaborate across design, engineering, manufacturing, operations, and our commercial teams who bring our products and our brands to life for our customers, giving them an overall best-in-class experience.”