Christoph Engl takes over as new Chief Executive Officer for the Oberalp Group as of 1 September 2018

May 18, 2018

Christoph Engl is taking over the role of CEO from Massi- mo Baratto at the Oberalp headquarters in Bolzano

From 1 September 2018, with its new CEO Christoph Engl, the Oberalp Group is entering a new era of leadership. With Christoph Engl, the company has appointed a brand builder and expert for alpine destinations to take on the role of its leading international executive.

After 17 years at the helm, former Oberalp CEO Massimo Baratto moved to Under Armour as Managing Director Europe. Following this long period of strong loyalty and impressive company growth, the appointment of a new CEO marks an important step – and new opportunities – for the company.

Christoph Engl was CEO of the Südtirol Marketing Gesellschaft and responsible for developing and establishing the Südtirol brand. As such, the family-owned Bolzano-based company has chosen an internationally experienced brand expert. The native South Tyrolean was, until recently, Managing Director of BrandTrust, the leading business consultants for brand development in the German-speaking countries.

From September, he will be returning to Bolzano, to work together with the entrepreneurial family to head up its brands SALEWA, Dynafit, Wild Country and Pomoca around the world and the distribution brands Under Armour, Speedo, Fischer, Spyder, X-Bionic and others in Italy.

Christoph Engl is taking over the role of CEO from Massimo Baratto at the Oberalp headquarters in Bolzano. Born and bred in Bolzano, as CEO of the Südtirol Marketing Gesellschaft Christoph Engl lead the introduction of the umbrella brand “Südtirol” and tourism marketing for the entire region. He then went on to serve as Managing Director of the business consultancy BrandTrust in Germany.

Heiner Oberrauch is delighted to win such an experienced consultant and executive leader for South Tirol, “We are pleased to be able to bring a manager like Christoph Engl with his extensive, international experience back to South Tirol. We are fortunate that South Tyrol is an attractive place to live, and that we are able to offer Christoph Engl an international position.”

Passionate mountain sports enthusiast and newcomer to the industry – Christoph Engl will bring fresh ideas and energy to South Tirol

By appointing Christoph Engl, who brings experience in brand building and executive management and is entering new territory in the mountain sports industry, Heiner Oberrauch sees a unique opportunity for the group. “We asked ourselves, what do we need to continue to be successful, to strengthen the company to make it future-proof and to develop. What do we need to get ready for the next generation? What do we need to further consolidate our leading position and to take our company to the next level in these fast-moving, changing times?” said Heiner Oberrauch.

After months searching for the right successor for the position, Christoph Engl clearly stood out. As the top executive of one of Europe’s leading business consultancies, he specialised in brand development and brand management to become one of Europe’s most widely recognised and sought after brand consultants.

His long-standing experience in advising brands and companies, his extensive expertise in executive positions and his South Tyrolean roots and passion for sport convinced the entrepreneur family that Christoph Engl is the right person to provide the company with fresh impetus. He is a visionary with a profound understanding of developing brands in an international context. In addition, during his exceptional career, he has been a successful motivator, mentor, coach, and developer of new talent.

Christoph Engl said this about his reasons for wanting to take over leadership of the Oberalp Group, “The location and international orientation, the industry and the portfolio of brands were decisive factors. Moreover, the family values practised in the company are similar to my own. I believe growth as something driven by employee development as well as the development of intelligent, new products according to the highest standards for responsibly using raw materials and production methods. The Oberalp Group has set a new benchmark for Corporate Social Responsibility – and not just in South Tirol. This is also something that is important to me.”

“Naturally, the new CEO has to live the Oberalp values and accompany the generation change. Christoph Engl’s international experience and leadership skills are good prerequisites to take the company to the next level in a world that is currently in a time of upheaval,” comments Heiner Oberrauch on the appointment.

The new CEO will certainly be able to live the mountain sports company’s values to the full. Christoph Engl is an active mountaineer, skier and cyclist and the “sector is home to the things he is passionate about.” His approach to his new responsibilities is reflected in his attitude, “The success of a company is determined by those people that develop the company from within.”

The Oberalp Group is a management-led, family-owned business based in Bolzano, South Tirol. Heiner Oberrauch founded the company in 1981. Today, the group employs 600 employees in the development and production of mountain sports goods for specialist retail and whole- sale and distribution of sport-based brands. Since 1990, Munich-based SALEWA has belonged to the Oberalp Group. Over the years, the group acquired the DYNAFIT, POMOCA and WILD COUNTRY brands. The family-owned company continues to boldly innovate with new pro- ducts, processes and ideas. Its commitment to protecting the environment and passion for mountain sports underpin everything that it does. www.oberalp.com