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Press Releases

Brunton Outdoor Group hires Joel Bell as national sales manager

Outdoor industry veteran Bell to coordinate sales and distribution for US and Canada

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RIVERTON, WYO. (For Immediate Release) – The Brunton Outdoor Group, comprised of the industry-leading Brunton and Primus brands, is proud to announce the hiring of Joel Bell as their new national sales manager for specialty markets in both the US and Canada. 

The addition of Bell signifies the start of a focused strategy for the future of Brunton Outdoor Group partnerships. Bell will be charged with supplying support and service to independent and specialty retailers while overseeing company’s distribution channels. His efforts will be crucial to implementing strategic marketing and sales practices for Brunton and Primus in specialty markets for the US and Canada.

“Brunton and Primus are industry leaders in innovative, technical equipment for any outdoor adventure, and rely heavily on the support of independent retailers,” said John Smithbaker, CEO of Brunton Outdoor Group. “Joel has a history of success as a sales rep for Brunton, and we look forward to working with him to ensure the continued growth of both Primus and Brunton”.

Bell’s responsibilities will include providing service to independent retailers and their distribution channels throughout North America. Bell, with help from Brunton Outdoor Group’s network of manufacturer’s representatives, will also implement the new Brunton Outdoor Group “Summit Team” Outdoor Partner Program. The “Summit Team” program is a sales initiative that will provide retailers with preseason discounts, special dating, and in-store sales support to help drive sales and profits.

As a seasoned outdoor industry veteran, Bell possesses a wealth of professional experience and a track record of proven success. He began in the industry nearly 30 years ago as an independent sporting goods retailer before becoming associated with Brunton when his group of manufacturer’s representatives was acquired by Brunton in 1989.

According to Shawn Buckley, National Sales Director for Brunton Outdoor Group, “Joel’s experience, reputation, and ability to develop and maintain strategic relationships will serve to make an immediate and very positive impact to reinforcing Brunton Outdoor Group’s dedication the success of our brands and our partners.”

Bell is a Maryland native, and has recently relocated to Wyoming with his wife Ellen.

Brunton Outdoor Group

Based on the doorstep of Grand Teton and Yellowstone National Parks in the heart of Wyoming, the Brunton Outdoor Group is home to Brunton and Primus, two of the most trusted names in the outdoor industry. For over 100 years, both Brunton and Primus have designed and created industry-leading product to compliment any outdoor experience. The Brunton collection includes backcountry navigation, solar power, task lighting and optics while Primus specializes in camp stoves, lanterns, cookware and headlamps. Visit both brands at