G3 brings on ski industry vet Gord Bailey

Ski industry veteran Gord Bailey returns to the ski brand spotlight, joining G3 as its new vice president of sales and marketing. SNEWS catches up with the former Garmont North America president to talk about his future at G3.


Looking to capitalize on growth opportunities in North America and beyond, ski brand G3 announced the hiring of industry veteran and former Garmont North America president, Gord Bailey as its new vice president of sales and marketing.

The newly created position puts Bailey in charge of G3’s sales and direct marketing initiatives, plus he will work with G3 Founder and President Oliver Steffen to direct brand and product strategy, officials said.

“It’s a very easy fit for me,” Bailey told SNEWS. “I’ll be able to help drive this company and get to be entrepreneurial again. Because G3 is an owner/operated, independent company, there’s more flexibility — there’s no outside board of directors to answer to, no venture capital. We get to run it the way the market dictates.”

Having spent 15 years working in Canada and the United States at Garmont North America (three years as president from 2008 to 2011), Bailey said he will leverage his strong connections with retailers and reps in both regions. G3 also will tap Bailey’s experience abroad, helping to expand the business in Europe and Japan, where brand works with several independent distributors.

G3, which stands for Genuine Guide Gear has been around since 1995, founded by Steffen in Vancouver, Canada. Bailey will work out of an office in Burlington, Vt., but will be on the road for much of the time, he said. The company is best known for its skis, skins and AT and telemark bindings, but also makes winter safety gear and accessories such as shovels and probes.

“It’s a great time to be involved in ski, especially with the rise of backcountry and sidecountry use,” Bailey said. “Skiing is funky and cool again.”

–David Clucas