Atomic Launches Snowboards, Hires O’Donoghue And Hulst

CONTACT: Chris O’Donoghue (800-258-5020.x529)

Amherst, NH (June 5, 2001)—Atomic USA, maker of Oxygen Snowboards, boots, bindings and the Device step-in system, is proud to announce the addition of Chris O’Donoghue and Curt Hulst to its snowboard management team.

O’Donoghue, a 14-year snowsports industry veteran, has honed his skills in retail and wholesale. During the 1990s, Chris spent 10 years with the east-coast Ski Market chain, four of them as Snowboard Buyer. From there, he moved to Nordica, ultimately becoming Alpine Product Manager. Now, O’Donoghue is returning to his snowboard roots as Director of Snowboards for Atomic/Oxygen.

“The Oxygen brand grew 30% last year,” O’Donoghue remarked. “I’m looking forward to continuing that growth through aggressive margins and a turnkey promotional package that supports dealers at point of sale.”

Regarding the launch of Atomic Snowboards, O’Donoghue reflected “We’ve taken the time to develop durable boards that ride and look great. Atomic’s tremendous brand equity, coupled with it’s technical expertise, will deliver a mid-to-high-end revenue alternative to snowsports dealers in 2002.”

Curt Hulst also joins Atomic/Oxygen as Marketing Promotions Manager, Snowboard. With 10 years of industry experience under his belt, Hulst was instrumental in developing and extending the core Underground Snowboard chain in New England. Later Hulst helped form Stimilon International, a promotion company which constructed snowboard parks, and launched competitions including “Burton in the Fridge.” Hulst later helped establish Burton’s successful Demo Center Program.

“Oxygen and Atomic products already have a strong technology base,” Hulst explained. “Now is the time to mature the graphics and invigorate these brands in the eyes of the consumer. In future months, we’ll work to widen the consumer base for Oxygen and Atomic snowboards.”