Joachim Sjödin, who has been responsible for the Scandinavian market at Peak Performance since 2012, sees his territorial coverage expanded in the new position of European sales director. In addition to the Nordic countries, he will also take care of France, Benelux and the German-speaking countries. Andreas Scheibe, who has been with Peak Performance since 2008, will act as German country manager. Prior to joining the Swedish company, Sjödin worked for two decades for other sporting goods companies including Wilson Golf and Adidas.

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