Amherst, NH - Atomic has announced that its U.S. subsidiary will assume important management responsibilities for all aspects of Atomic's snowboard business.

In addition to the U.S. sales responsibility the change will shift duties of branding, marketing, graphics and the team to the New Hampshire office. The boards, however, will continue to be engineered and manufactured at Atomic's state-of-the-art Altenmarkt facility.

As a result of the change, Atomic USA President Jack Baltz will coordinate the future of Atomic Snowboarding, instituting a shift towards a more North American inspired brand.

"I see tremendous potential in the Atomic Snowboard line," Baltz commented. "Our international team has developed a generation of boards that provides cutting-edge technology. By adding North American influence, Atomic Snowboards' image will deliver what U.S. dealers and consumers are asking for," Baltz added.

Atomic has also initiated a national search for a new VP of Snowboarding to run the division from Atomic's New Hampshire facility.

"Atomic Snowboarding builds boards that perform at the highest level of competition, yet are versatile enough for everyday riders. We'll match this high level of technology with core marketing messages and a variety of pricing levels to offer a unique program to the retailer," added Baltz.

To accommodate the sales forecasts for snowboards, Atomic recently announced plans to increase the square footage of its warehouse facility by 60%.

Based on an aggressive new freestyle/freeride shape, the Atomic boards use D4 Sandwich construction with full sidewalls. While conventional boards use three fiber layers, D4 provides four dimensions of structural fiber to optimize edge power across the entire sidecut.

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Located in Amherst, New Hampshire, Atomic USA manufactures and markets a complete line of snowboards as well as alpine skis, boots, and bindings, and cross-country skis. Atomic is the world's second largest ski brand and has long maintained a focus towards providing products that win Olympic medals, while helping individual riders and skiers improve their technique. To learn more about Atomic Snowboards, visit www.atomicsnowboarding.com.

— Posted by Ari Cheren, MountainZone.com Staff