Vista Outdoor Inc. (NYSE: VSTO), the parent company of
41 renowned brands that design, manufacture, and market sporting and outdoor products to
consumers around the globe, has appointed Jordan Judd as president of its
Bozeman, Montana-based brand Simms Fishing Products, effective Aug. 1.
Judd joins Simms from Salomon North America, the outdoor footwear, apparel, and winter sports
equipment brand owned and operated by Amer Sports, where he had served as president and
general manager since early 2020. In that role, he was responsible for all aspects of Salomon’s
business in North America, including strategic planning, omnichannel sales, and channel
management, marketing, merchandising, financial planning, P&L management, and human
“Based on his vast experience, unique understanding of a brand’s entire operations, and track
record of driving growth, Jordan is an ideal person to lead Simms Fishing Products, the anchor of
our company’s new fishing platform,” said Gary McArthur, interim CEO, Vista Outdoor. “He is
a proven business leader whose success at Salomon should quickly and easily translate to
Simms, another legacy outdoor brand. We welcome Jordan to the Vista Outdoor family, and we
look forward to working with him as Simms unlocks its fullest potential, reaches new heights in
its product categories, and creates even more separation from the competition.”
Since joining Amer Sports in 2007, Judd has held numerous positions in sales, product, and
marketing for both the parent company and several of its outdoor brands, including Salomon,
Armada Skis and Atomic. That business acumen, coupled with Judd’s passion for fishing as a
lifelong angler, helped him stand out as the top candidate for this important position with Simms,
the preeminent manufacturer of waders, outerwear, and technical fishing apparel and accessories.
“I am honored and excited to join Simms Fishing Products for many reasons,” Judd said. “One,
the brand’s talented and dedicated employees have created a culture and product line that is the
envy of the outdoors. I can’t wait to join them and get to work. Two, the Simms brand is
renowned for its innovation and quality. Go to any fishing community worldwide, and the anglers there will tell you Simms is the sport’s gold standard. And three, Simms’ focus on reshaping the future of fishing by protecting our waters and building a welcoming and diverse angling community is the model for stewardship, sustainability, and inclusion. I’m proud to
become part of that mission.”
Beyond his professional qualifications, Judd is a lifelong angler and staunch conservation and environmental stewardship supporter. He is directly involved with several nonprofit organizations that work to increase access to the outdoors for everyone, a key component of Simms’ mission in its hometown of Bozeman and wherever people fish.
Vista Outdoor acquired Simms in 2022. The brand is part of Vista Outdoor’s Outdoor Products
segment and will be included in the new Outdoor Products Company upon completion of the
previously announced separation.