SOG Lands Outdoor Industry Veteran as New CEO

SOG CEO

SOG is taking the next step in its preparations for 2017 by appointing a new CEO. On October 19th Joe Mc Swiney took over the reigns of the Lynnwood, Washington-based knife and tool company. The move coincides with SOG’s ambitious plans for the new year. Initiatives include an increased emphasis on Made in the USA products, an innovative new multitool line, and a possible move upmarket. Mc Swiney is replacing Jerry Heinlen, who led the company since December 2012.

With degrees in both engineering and business and 20 years of leadership experience in the outdoor industry, Mc Swiney is poised to deliver on SOG’s roadmap. “As we’re embarking on a period of growth and expansion, [Mc Swiney’s] deep understanding of manufacturing goods across diverse market sectors will serve us well,” says Spencer Frazer, SOG Founder and Chief Technology Officer.

Joe Mc Swiney

SOG CEO Joe Mc Swiney

Most of Mc Swiney’s professional career was spent with Cascade Designs, Inc. Cascade owns several popular outdoor brands, including the Therm-a-Rest® brand of self-inflating mattresses. Mc Swiney was General Manager of Cascades’ European division in Cork, Ireland before leading the entire company as CEO. “We are fortunate to have somebody with Joe’s extensive experience step into the CEO role,” says Lanse Crane, Chairman of the Board at SOG.


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The new boss says he’s looking forward to leading the company. “SOG is an incredibly authentic brand with a fabulous heritage,” says Mc Swiney. “SOG creates iconic innovative products that attract huge customer enthusiasm. I’m honored to be part of this team as we build the future of the brand, company and all stakeholders.”


Knife featured in image: SOG SEAL Pup Elite

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