Head Updates U.S. Wintersports Leadership Team
The firm promoted Andrew Couperthwait to senior vice president as part of a strategy to drive domestic sales and growth.
Updated on Oct. 15, 2026 in People
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Head has promoted Andrew Couperthwait to senior vice president of U.S. wintersports, part of a series of personnel moves aimed at driving domestic growth. The firm also appointed Matteo Murer as international business manager for ski boots and retained Frank Shine as a strategic marketing consultant.
Why it matters
These leadership changes represent a strategic investment in specialized expertise, signaling that Head is realigning its management structure to boost competitive performance in the wintersports market. The move prioritizes experienced industry veterans to oversee regional sales, marketing priorities, and category development.
The firm’s new appointments include Matteo Murer, who brings one decade of experience from Tecnica Group, and Frank Shine, who adds one decade of industry experience. These personnel changes are intended to support the company’s ongoing U.S. business growth strategies.
The players
Andrew Couperthwait
The newly appointed senior vice president of U.S. wintersports at Head who has been with the company since 2009.
Head
An Austria-based international manufacturer and marketer of premium branded sports equipment and apparel.
Matteo Murer
The new ski boot international business manager for Head who brings ten years of experience from Tecnica Group.
Frank Shine
A strategic marketing consultant for Head and former global strategic marketing manager for Blizzard/Tecnica.
The details
Andrew Couperthwait, who joined Head in 2009, will lead U.S. sales and marketing initiatives in coordination with the vice president of sales. Simultaneously, Matteo Murer is tasked with collaborating with the company's product teams in Italy to oversee ski boot category development. These appointments reinforce the firm's reliance on sector-specific leadership to streamline operations across its U.S. market.
Timeline
December 2009: Andrew Couperthwait joined Head.
April 2026: Andrew Couperthwait began serving as vice president, U.S. wintersports.
October 2026: Andrew Couperthwait assumed his new role as senior vice president.
Market Landscape
Head's move follows the wider industry trend of consolidating specialized management to improve regional market outcomes. By centralizing oversight, the company aims to better align its U.S. winter sports division with its international product development teams.
Operators in the winter sports sector should observe how these new appointments influence the firm’s competitive pricing and product availability in the U.S. market. Keep track of these leadership changes to anticipate potential shifts in supplier partnerships or regional marketing strategies.
The takeaway
The appointment of veteran managers signals a focus on deeper operational integration between U.S. sales and Italian product development. Owners should monitor how these structural changes affect product rollout timelines and channel distribution strategies for the upcoming winter season.
Further reading
For more on evolving leadership structures within the industry, visit People.
Source note: This article includes information reported by Sgbonline.
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