Amherst, NH (July 24, 2002) - Atomic Snowboarding USA is proud to announce the addition of Luke Edgar to its snowboard management team.

Edgar, a 10-year snowboard industry veteran, has been snowboarding since 1985. He was instrumental in developing the K2 snowboard brand from an ancillary product line into one of the industry leaders. During the last decade Edgar has honed his skills in all areas of the business, from sales management to product management to branding. Now, Edgar embraces a new challenge as Director and General Manager of Atomic Snowboarding.

"Atomic mirrors many of my business philosophies," Edgar remarked. "They're super-focused on the dealer, and provide industry-leading customer service, warranty and shipping. And they realize the importance of exceptional sales reps."

Jack Baltz, Atomic USA's President, reflects "Now that the Atomic Snowboarding Brand is driven from the United States, we need a snowboard industry veteran to lead our team. Luke Edgar has got the dealer relationships, the rep contacts and the product know-how that will help boost Atomic Snowboarding to the next level. He put in 80 days on snow last year too..."

Edgar explained "Sure, snowboard growth has slowed. But companies doing the right things continue to grab market share. Atomic's manufacturing potential is second to none, and the building blocks for success are nearly in place.

My first goal will be to assemble a focused snowboard sales force. After that we'll continue to develop and drive the brand. Our direction will come from the top riders, dealers and resorts in the west, where snowboard trends develop. But our New Hampshire base of operations will ensure plenty of eastern influence as well.

I'm looking forward to guiding Atomic Snowboarding to future growth."

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Located in Amherst, New Hampshire, Atomic USA manufactures and markets a complete line of winter-specific products from snowboards to alpine skis, boots, bindings and Nordic skis. Atomic engineers products that let top-level riders compete at the highest level, while helping individual riders improve their technique. To learn more about Atomic Snowboarding, visit www.atomicsnowboarding.com.

— Posted by Ari Cheren, MountainZone.com Gear Editor