As 2025 comes to a close, SESO reached out to a wide range of industry leaders for their reflections on an unpredictable 2025, and what they are focused on for 2026.
Today, we talk with Elevate Outdoor Collective CEO Josee Larocque, the parent company of K2, Ride, Volkl, Marker, Dalbello, Line Skis, BCA, Madshus, Atlas and Tubbs snowshoes. She joined Elevate as COO in 2023, after 20 years at Burton Snowboards in a variety of roles in North America, Europe and Asia, including as SVP of digital and business transformation, SVP of operations, and Asia distribution director.
What is the most important business lesson you learned in 2025?Â
Elevate Outdoor Collective CEO Josee Larocque: Our team at Elevate Outdoor Collective is resilient and what you measure always improves.
What are you worried about for 2026?Â
Josee Larocque: Trade wars and that I’ll run into Hana Beaman at Baker and have to follow her around. She rips!
What are you investing in and/or optimistic about for 2026?Â
Josee Larocque: I’m optimistic the industry can move past the volatility of the pandemic years, that all of us winter enthusiasts can continue to create excitement for winter, and of course, that there are cold weather and powder days for all!
We are investing in people, our culture and new tech across the product portfolio.
Anything else you’d like to add about 2025 or 2026?
Josee Larocque: People and relationships are what it is all about. From discussions with retailers and from connections at other brands, I recognize we have all been around the block a few times and I sense that collectively we want to build a healthy future for our businesses, our sports, the outdoors where we play, and for the teammates right behind us.
That is very positive and gives me optimism for the coming year.
