Amherst, NH (July 10, 2003) — Dialing it up another notch on the strategic scale, Atomic Snowboarding is proud to announce its alignment with industry veteran and Australian-native, Lance Meller, who will play a key role in regional dealer support for the growing snowboard brand.

Based in Sun Valley, ID, Meller has over a decade-worth of experience as an industry sales rep in the Mid Atlantic, Rocky Mountain, and Northwest territories and is no stranger to the snow scene — making him an obvious choice for Atomic.

“I’ve been lucky to work with some of the best people in this industry over the years and Lance is one of them,” said Luke Edgar, General Manager of Atomic Snowboarding. “Lance is well respected in the snow sports industry and knows key people in all parts of the country. Having his name and infectious attitude associated with our team will definitely have a huge effect on our success at retail,” added Edgar.

Meller’s primary duties will be to support Atomic’s growing dealer network, attend key dealer events with regional sales reps, facilitate major sales and assist with the overlapping shows during the sell in period. The majority of Meller’s efforts will focus on the Northwest, Intermountain, Rockies and Mid Atlantic regions.

“Atomic snowboards is just full of good oil (good ideas) and it is a far dinkum (genuine) opportunity that anyone would want, plus I get to go on the road with Luke and his liquid laugh,” said Meller in his native tongue.

In addition to dealer sales support, Meller will also help guide Atomic’s snowboard equipment programs to ensure that the products meet the needs of the dealer.

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Located in Amherst, New Hampshire, Atomic Snowboarding USA is proudly responsible for the global product and branding direction of our little company. We drive our brand from the west coast of the USA, where most action sports trends originate. Atomic Snowboarding’s state-of-the-art factory and R&D center is located in Austria, and has been making snow sliding equipment for over 75 years. If we can dream it, they can build it. Atomic Snowboarding is committed to making snowboarding equipment that makes snowboarding easier, and more fun. To learn more about Atomic Snowboarding, visit www.atomicsnowboarding.com.