Vista Outdoor appoints Simms president

Vista Outdoor, the parent company of 41 key brands in the sporting and outdoor products sector, has appointed Jordan Judd as president of its Bozeman, Montana-based brand Simms Fishing Products, effective from August 1st.

Judd joins Simms from Salomon North America, the outdoor footwear, apparel and winter sports equipment brand owned and operated by Amer Sports, where he had served as president and general manager since early 2020.

In that role, he was responsible for all aspects of Salomon’s business in North America, including strategic planning, omnichannel sales and channel management, marketing, merchandising, financial planning, P&L management and human resources.

Gary McArthur, interim CEO at Vista Outdoor, said: “Based on his vast experience, unique understanding of a brand’s entire operations and track record of driving growth, Jordan is an ideal person to lead Simms Fishing Products, the anchor of our company’s new fishing platform.

“He is a proven business leader whose success at Salomon should quickly and easily translate to Simms, another legacy outdoor brand. We welcome Jordan to the Vista Outdoor family, and we look forward to working with him as Simms unlocks its fullest potential, reaches new heights in its product categories and creates even more separation from the competition.”

Since joining Amer Sports in 2007, Judd has held numerous positions in sales, product and marketing for both the parent company and several of its outdoor brands. That business acumen, coupled with Judd’s passion for fishing as a lifelong angler, helped him stand out as the top candidate for this important position with Simms, the major manufacturer of waders, outerwear and technical fishing apparel and accessories.

He said: “I am honoured and excited to join Simms Fishing Products for many reasons. One, the brand’s talented and dedicated employees have created a culture and product line that are the envy of the outdoors. I can’t wait to join them and get to work.

“Two, the Simms brand is renowned for its innovation and quality. Go to any fishing community in the world and the anglers there will tell you Simms is the sport’s gold standard.

“And three, Simms’ focus on reshaping the future of fishing by protecting our waters and building a welcoming and diverse angling community is the model for stewardship, sustainability and inclusion. I’m proud to become part of that mission.”

Jordan is a lifelong angler and a staunch supporter of conservation and environmental stewardship. He is directly involved with several non-profit organisations that work to increase access to the outdoors for everyone, a key component of Simms’ mission in its hometown of Bozeman and wherever people fish.