Primus Announces New Athlete Partnerships for 2023

June 14, 2023

Matt Segal and Tamara Lunger join Primus’ roster of leading outdoor pioneers and explorers

LOUISVILLE, Colo. (June 14, 2023) /OUTDOOR SPORTSWIRE/ – Primus, the Swedish cooking equipment brand, announces new partnerships with two athletes – climber, Matt Segal, and mountaineer, Tamara Lunger. In addition to being accomplished mountain athletes, Segal and Lunger are both passionate about food and sharing meals in wild places.

“Primus has been on numerous expeditions and first ascents over the past century, and we are excited to partner with a new generation of explorers and foodies like Tamara and Matt. Both bring a passion for being outside, reaching new heights, and pushing their limits, while also enjoying cooking and eating for both energy and the experience that gathering around a meal provides,” said Lisa Löwenborg, marketing manager at Primus. “Matt and Tamara are not only advocates for being out in nature, but for also sharing their experiences with others and we can’t wait to cook under the stars with them.”

Segal is a professional climber, adventure athlete and foodie from Miami. He now calls Boulder, Colorado, his home base when he isn’t seeking out new climbs in off-the-beaten-path locales. Segal’s enthusiasm for adventure is matched by his passion for food and outdoor cooking, plus sharing those experiences with others.

“I’m stoked to be joining the Primus family, as they’ve been leaders in creating the best backcountry stoves for over 130 years. I can’t wait to bring them on my next adventure,” said Segal. “Over the years I realize how important it is you nourish and fuel your body for
those big projects and what it means to gather around a meal to connect and celebrate afterwards.”

Lunger is a mountaineer from Bolzano, Italy, and has lived her entire life in the mountains, chasing adventure and encouraging others to do so as well. In 2014, she became the second Italian woman to summit K2, the second highest mountain on Earth, and did so without the aid of oxygen and porters. Lunger has also attempted several 8,000-meter peaks in winter. Tamara hopes for others to live their lives to the fullest, in a sustainable way, and to make small and big decisions in harmony with their heads, as well as their stomachs.

“Exploring new places and immersing oneself in a different culture and nature opens up our ways of thinking and helps motivate people to live the life of their dreams,” said Lunger. “Gathering around a meal while outside on a trip gives you the time and energy to reflect on becoming the best version of yourself, and I’m excited that Primus can help facilitate this opportunity.”

For more information on Primus and the new athlete partners, please direct media inquiries to Ryan Silven, ryan.silven@rygr.us.

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About Primus: The Swedish company PRIMUS has been creating products promoting freedom of nature since 1892. Primus equipment has been tested on expeditions by such pioneers as Roald Amundsen and Sir Edmund Hillary. PRIMUS is known for reliable, safe and innovative products, that allow people to stay outside longer. With the focus on serving life outdoors, PRIMUS creates environmentally friendly, easy-to-use and lightweight products. Mainly made in Europe, sold in more than 60 countries worldwide.

About Primus-Silva Sweden AB: Founded in Sweden, Primus and Silva have been developing quality outdoor gear for multiple generations. Primus is known for designing and delivering stoves and gear for backcountry and outdoor kitchens everywhere. Silva provides products that make outdoor adventure safe and accessible with compasses, headlamps, running vests and accessories. Currently, Primus and Silva are focused on providing innovative, sustainably minded and performance orientated outdoor equipment for world class athletes and everyday adventurers. The Primus and Silva brands are sold in more than 60 countries worldwide. Primus-Silva Sweden AB is owned by Verdane. For more information, visit www.silvasweden.com and www.primus.us.