Atle Enberget, the co-founder and sales leader at Sweet Protection and Active Brands, is leaving after more than 25 years and a sales director has been appointed to take his place.
Enberget is exiting the Oslo-based high-performance snow and bike helmet company to pursue new personal goals, according to a news release.
“I’m humble and honored to have been part of this brand since its early days,” Enberget said in a statement. “To me, it’s never been ‘work,’ it’s a lifestyle 24/7 that I have truly enjoyed. I believe everything has a due date, and I’m up. I will always remain part of the brand somehow, but I’m now venturing off on a personal sabbatical.”
Tommy Listl has been appointed sales director, effective Sept. 15.
“As much as we are sad to see Atle leave after more than 25 years, we are deeply grateful for the tremendous work he has done and the pivotal role he has played in building Sweet Protection into the strong international brand it is today,” said Erik Hegbom, general manager of Sweet Protection, in a statement.
Enberget helped take the company to more than NOK 300 million (USD $29.6 million), with approximately 75% of sales currently generated outside of Norway, Hegbom added.
“His product-first mindset and relentless focus on brand integrity earned him deep trust among retail partners, distributors, athletes, and colleagues across the global outdoor industry.”
Listl joined Sweet Protection in 2023 and has led the DACH region (Germany, Austria, Switzerland), drawing on his experience in previous roles at Buff and The North Face. At Sweet Protection, he has focused on strengthening specialty retail partnerships, elevating key account planning, and aligning sell-in and sell-through discipline across the region.
Listl will now oversee global sales operations and report to Hegbom.
“In his two years with us, he has delivered excellent results, and we are confident that he has what it takes to further strengthen and grow the brand globally,” Hegbom said of Listl.
“I’m honored to build on Atle’s legacy and help write the next chapter for Sweet Protection,” Listl said. “Our priorities are clear: be the best partner to specialty retail, protect the brand’s premium positioning, and unlock scalable, profitable growth in Europe and North America. We will sharpen our channel strategy, improve availability and service levels, and support product launches in helmets, eyewear, and body protection with outstanding merchandising and training.”
Sweet Protection recently announced that it has named Waypoint Outdoor as its master sales agency for North America.
