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G3 hires professional adventure athlete Dave Norona to manage athlete

New team coordinator will more comprehensively incorporate athlete team into marketing,communications, social media.

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Vancouver , British Columbia – G3 , manufacturer of industry-leading gear for backcountry skiing, this week hired professional adventure athlete Dave Norona as its athlete team coordinator.

Starting this month, Norona will oversee and manage G3’s team of professional skiers. Along with outfitting athletes in current G3 gear and facilitating product feedback to the R+D team, Norona will work to maximize visibility of and communication around G3 athletes, working to incorporate team members’ activities, event appearances and successes more comprehensively into G3’s marketing, communications and social media.

Vancouver-based Norona is well-versed in the world of professional adventure sports, and knows from personal experience what the expectations are from the athlete side of the coin. In the past 20 years, Norona has traveled the world to compete some of the toughest adventure and endurance races. He has cycled, run, paddled and cross-country skied in over 400 events with more than 100 victories. He’s also one of only five people in the world to have skied the 1,800 km Iditarod Dog Sled Trail.

Norona retired from full-time racing in 2006 and now pursues backcountry skiing, mountain biking, kite surfing, sledding and many other adventure sports personally. He also runs NoronaLife, a team-building and motivational-speaking company.

His new role at G3 ties in perfectly with Norona’s other work and play, as well as his passion in life, which is promoting outdoor and adventure sports, and encouraging others to give those sports a try.

“I’m a huge advocate of incorporating outdoor sports into people’s lives, and I’ve seen personally through my life and through my work incorporating adventure sports into team-building and motivational speaking what that can offer others,” Norona said. “Working as G3’s athlete team manager lets me add one more facet of that work to my life, and I’m also stoked to work with great Vancouver-born brand like G3.”

Norona is also a seasoned communicator with extensive experience in writing, web and video, skills that he will incorporate into his work with the G3 team. Check out more about Norona at or on his blog at

About G3

Based in Vancouver, B.C., G3 Genuine Guide Gear is manufacturer of industry-leading gear for backcountry skiing. It has been making avalanche safety equipment since 1995. The G3 product line includes skis, alpine-touring and telemark ski bindings, climbing skins, avalanche shovels, probes and other ski accessories. G3 was founded on the principle that gear built for backcountry guides should be manufactured to the highest standards, which has helped the company gain a reputation as an industry innovator. For more information, visit or like us on Facebook at