Atomic Appoints Ted Lohr as National Sales Director

Amherst, NH– Atomic Snowboarding is pleased to announce the promotion of Ted Lohr to National Sales Manager.

Lohr, who has been with Atomic since 2002 as the Northwest territory sales rep, will manage the sales force and direct daily operations for the snowboard brand in the United States. Along with his new responsibilities, Lohr will continue to service Atomic dealers in the Northwest from his Hood River, OR office.

A snowboarder since 1981, Lohr brings to Atomic over 20 years of experience in the snowboard business, which began while running his own snowboard, skate, windsurf store in Western New York in the early 1980 ‘ s.

Atomic is also pleased to announce the addition of industry veterans, Tim Durieux and Steve Scherck, to the Atomic Snowboard sales team. Durieux hits the road again after a two-year stint as sales manager at Flow and will service Northern California and the Lake Tahoe region. Scherck, a sales rep in the Midwest for over 10 years, will handle the western region of the Midwest including Chicago and the Upper Peninsula.

” I ‘ m stoked to be able to expand my role with Atomic, ” said Lohr. ” We have great riding boards with insane margins and sell through and I ‘ m inheriting a great group of reps. With Tim and Steve coming on board, we ‘ ll have a veteran rep force to take Atomic Snowboards to the next level. ”

Located in Amherst, New Hampshire, Atomic Snowboarding USA is proudly responsible for the global product and branding direction of our little company. We drive our brand from the west coast of the USA, where most action sports trends originate. Atomic Snowboarding’s state-of-the-art factory and R&D center is located in Austria, and has been making snow sliding equipment for over 75 years. If we can dream it, they can build it. Atomic Snowboarding is committed to making snowboarding equipment that makes snowboarding easier, and more fun. To learn more about Atomic Snowboarding, visit