Already since June 1, 2023, Markus Knipschild has been in charge of the strategic orientation of the traditional German ski brand Völkl as Global Brand Business Director. The newly created position focuses exclusively on the Völkl brand, which turns 100 this year and continues to stand for “Made in Germany,” and will play a decisive role in the further development and shaping of its future. As part of Völkl’s strategic planning and direction, Knipschild plans to develop a strategy to increase brand awareness and strengthen brand identity, optimize brand positioning and focus more strongly on the customer as a central element in the coming years. Another aspect of his role is the realignment of the Völkl Racing Team and the commercial Völkl Racing program to strengthen Völkl’s competitiveness in ski racing and further consolidate the brand’s presence in this area.
Völkl is part of the U.S.-based Elevate Outdoor Collective, known until early 2022 as K2-MDV Holdings and – besides Marker, Dalbello, Völkl (MDV) – parent company of K2 Skis, K2 Snowboarding, Ride Snowboards, Line Skis, Backcountry Access, Atlas Snow Shoe Co, Tubbs Snowshoes, Madshus and K2 Skates.
Knipschild has already been working for Völkl for four years in various roles, including Sales Manager for Europe and International. He reports to John Colonna, President and CEO of Elevate Outdoor Collective.
