Justin Hoffman

- Lead the global product vision and strategy for all fitness, sport training, outdoor, and foot care brands. A portfolio of 20+ brands. - Managed the 3 year product pipeline for all projects totaling over $300 million in sales. - Responsible for all product revenue, gross margin, and SKU contribution. Ensured financial objectives of the company were achieved. - With input from sales and brand marketing, determined global pricing and channel strategy to meet revenue and margin goals - Established new product opportunities through extensive market research and customer insight. - Developed business cases for all new products. This included new pricing targets, sales channel strategy, forecasting, and R&D investment return. - Worked directly with R&D, Engineering, and Design to develop a multi year category development calendar for on-time delivery - Trained internal and external sales team on product, marketing support, and distribution strategy - Worked cross-functionally to ensure the smooth transition of product from ideation through production, sales, support, and eventual end of life - Evaluated existing product line gross/net margins to ensure they were meeting the financial objectives of the company - Established key relationships with buyers at Dick’s Sporting Goods, Walmart, Sam’s Club, Costco, Academy, and Target.

• Developed and implemented all aspects of the GTM strategy across all domestic and international markets, including: market and competitive analyses, developing product lines, creating multi-channel marketing campaigns and collateral, and establishing distribution • Responsible for all design, development, and sourcing for all hockey products. • Create artwork for multiple skateboard wheel brands • Responsible for all consumer direct marketing, social media, website, and in-store dealer marketing programs for Labeda Hockey and Level1Elite Fitness. • Developed materials and components in accordance with corporate and product-specific standards, timeline goals, and tracked and approved all new developments and existing components. • Directly managed product design and development process throughout entire production lifecycle

- Responsible for all gear for Team USA for the 2017 IIHF World Championship - Perform Daily Equipment Management Duties - Responsible for all hockey team equipment and establishing processes to receive and examine stock to verify conformance to specifications - Serve as the primary liaison to all players, coaches, and staff for the Team USA - Manage inventory and develop effective equipment distribution and return procedures. - Ensure proper IIHF Rules for equipment management are followed. - Oversees the proper daily maintenance of hockey equipment to include laundry and storage of practice and game uniforms.

- Created the Alkali brand and all products – recognized as one of the top hockey brands with sales of $5MM within four years - Responsible for market and competitive analyses, developing product lines, creating multi-channel marketing campaigns and collateral, and establishing distribution - Achieved market share growth of 28%, and a yearly revenue growth of 32% - Responsible for all consumer direct marketing, social media (Instagram/Facebook/Youtube), website, and in-store dealer marketing - Sourced and managed global vendor relationships – identified and managed manufacturing through contract and pricing negotiations and establishing KPIs and SLAs around quality - Directly managed/created product design and development process throughout entire production life-cycle - Managed a team of three internal employees, and a sourcing team of six in Asia - Created all forecasts and purchases for entire product line

• In conjunction with VP of Product, oversee all product design, packaging, and development for Adidas/TaylorMade golf bags, gloves, hats, belts, socks, travel gear, and accessories • Grew TaylorMade Golf Bags from the #5 brand to the #2 at retail. This was achieved by improving quality, functionality, durability, and innovative designs. • Manage a staff of three Product Developers and four internal Industrial Designers/Graphic Artist, as well as an outside design team of six. • Oversee and execute all SMU’s for all International Customers, Major Domestic Customers (customers such as Dick’s Sporting Goods, Golfsmith, The Sports Authority, and Adidas Outlets), and specialty green grass accounts. • Create all Hang Tags, Packaging, Instruction Manuals, and work directly with internal graphic artist in creating catalogs. • Develop and manage the overall product strategy. • Ensure the profitability of all products in the category. • Oversee all design, sourcing, and manufacturing • Extensive knowledge of costing for both domestic and international markets • Presented equipment line at sales meetings, board meetings, large buying groups, and individual shop owners. • Closely monitored, tracked, and reported to upper management the success of entire development and launch process, including sampling and production. • Created an international direct sock program that created close to $1,000,000 in revenue

• In conjunction with VP of Roller Hockey, oversee day-to-day operations of Company’s $15 million roller hockey category including all marketing which encompasses advertising, point-of-purchase programs, catalogs, and marketing tools for an outside sales force. • Supervise a staff of 10 including marketing manager, promotions manager, junior developer, engineers, and in factory Asian quality control inspectors. • Manage an annual R&D budget of approximately $1,100,000. • Ensure the profitability of all products in the category. • Work in close conjunction with Purchasing Manager and Sales Managers to deliver product on time to retailers. • Manage the entire product life cycle as well as launch plans, pricing, testing • Direct development and manufacturing of all Company product lines including, roller hockey skates, protective gear (e.g., gloves, pants, girdles, and shin, shoulder, and elbow pads), goalie gear, sticks, and accessories. • Increased profit margins 15% at Mission Hockey between 1998 and 2006 by negotiating optimal product costing. • Responsible for all stages of design and development for each of the following categories: Skates, Roller Hockey skates, Goalie Equipment, Protective Gear, Roller Hockey Pants, Hockey Pants, and accessories. • Established alternative manufacturing sources for all Roller Hockey products, which in turn created an increase in Mission’s ending margin by an average of 15%. • Developed and implemented an equipment bag, soft good, sublimated jersey, and accessory line, which was virtually non-existent in the past. This business has expanded into a million dollar plus segment today. • Direct involvement with NHL players and the building of their custom products. Using their information/feedback and working with our Asian suppliers to create not only custom products for the player, but taking ideas and concepts and bringing them to our retail products. • Experience in working with outside design companies.

International Sales Manager • Developed internationals sales via the use of distributors and licensees, which expanded from one country to fifteen. • Generated a consistent revenue stream via distributors and licensees. • Tracked orders, shipments, and sales for all countries outside of the US. • Participated in International and domestic trade shows Warehouse Manager • Responsible for all order fulfillment, inventory, warehouse staff, and incoming product deliveries.