Haglöfs

Following LionRock’s acquisition of Haglöfs AB, the iconic Swedish outdoor brand sought to accelerate its global growth. Elevate was engaged to help identify a Chief Executive Officer who could lead the company through its next phase, driving strategic growth, operational excellence, and a culture centered on customers and performance.

Haglöfs required a CEO with the expertise to scale a consumer-focused sports brand internationally. The role demanded strong general management skills, full P&L oversight, and a proven ability to deliver top- and bottom-line results.

Elevate's executive team conducted a targeted search for senior executives with experience scaling global consumer and sports brands. This process led to the appointment of Martin Daniels, whose track record at Synsam and Boston Consulting Group, combined with his strategic and operational experience, positioned him to drive Haglöfs’ next phase of international growth while fostering a high-performance, customer-centric culture.