Press Releases

Ultimate Direction hires Buzz Burrell to brand manager position

Burrell to lead the charge in a renewed commitment to the continued success of Ultimate Direction

Burrell to lead the charge in a renewed commitment to the continued success of Ultimate Direction

BOULDER, COLO. (For Immediate Release) – Ultimate Direction, respected innovator of on-the-go hydration solutions for walkers, runners, and adventurers, proudly announces the hiring of Buzz Burrell to the newly created brand manager position.

Burrell brings with him 36 years of entrepreneurial business and endurance sports experience, and will be tasked with managing the future of Ultimate Direction, helping to identify opportunities for increasing brand awareness, innovation, and future growth.

“Ultimate Direction is a pioneer in athlete hydration, with some of the most innovative water bottles, backpacks, and belt systems available,” says Brit Reich, VP of sales for Ultimate Direction. “We’re certain that Buzz’s talents, experience, and extensive relationships throughout the running community will be an asset to the Ultimate Direction brand. We’re excited to have him onboard.”

Ultimate Direction identifies a strong brand, innovative product, and talented people as the three key elements to future growth. Creating the brand manager position and bringing Burrell onboard will effectively tie these three elements together, helping Ultimate Direction flourish in the coming years.

Burrell officially begins with Ultimate Direction on February 8, 2012 and will report directly to Brit Reich, the VP of sales for Ultimate Direction. He can be reached at

Burrell’s experience is extensive. Before Ultimate Direction, he was owner of outdoor store Mountain Sports for thirteen years and manager of the La Sportiva Running Team. He also founded the Boulder Outdoor Coalition and the Boulder Trail Runners. Burrell is a published writer and photographer, public speaker and blogger. He won the Everest Award in 2006 at the Teva Mountain Games for excellence in trail running.

Ultimate Direction

Fueling the ambitions of ultra-marathoners, runners, and recreational walkers, Ultimate Direction designs and creates best in class hydration solutions to maximize performance wherever your two feet take you.  The new for 2012 Grind mountain bike hydration packs join an extensive line of innovative hand-helds, water bottles featuring the innovative Kicker Cap®, fuel belts, waist packs, and backpack hydration all designed to keep you moving forward with comfort, ease and superior functionality.