Suunto Unveils Plans for U.S. Direct Distribution

Award-Winning Company Building Sales Network, Eyes More Domestic Specialty Shops

Suunto, a leader in design and innovation for sports watches, dive computers, compasses and digital services used by adventurers all over the globe, announced today that it has implemented a new system for direct distribution to a growing list of retailers throughout the United States, a key initiative as the Finnish company continues to expand its domestic footprint in North America.

Dan Suher, the Head of Americas for Suunto, will spearhead the company’s move to connect with more U.S.-based runners, triathletes and adventurers with the company’s celebrated watch models. Suher is a veteran in the wearables industry who joined Suunto earlier this year, and asserted that the company’s move to direct distribution will result in customers discovering Suunto products in the same specialty shops where they already find other elite gear for training.

“Customers should start to see Suunto showing up at their favorite outdoor stores, running stores and sporting goods stores all over the United States. We always want to remain committed to our core consumers, and this marks a giant step forward for the company,” Suher said. “Anytime there’s an operational change there’s a lot of work to be done, but everyone is very excited for this move and we believe it will set us up for greater success.”

Huish Outdoors previously handled Suunto’s distribution needs in the U.S., Canada and the Caribbean, but Suunto has already begun building out its first-ever U.S. network of regional sales reps, including partnership deals with leading agencies The Endorphin Group and The Elevation Sales Group. All of the company’s products will still be available on, as well as with outdoor retail giant REI and Amazon.

Suher, who joined the company in May after more than four years at sports technology company COROS Wearables, also said that Suunto expects to release new products within the next year.

“I’m very excited to be part of this team and thrilled for what’s coming down the line for Suunto,” Suher said. “We have all the pieces in place to build on what this company has done historically, and build on that success.”

Suunto will also appear at two crucial upcoming trade shows as it continues to increase its U.S. presence: The Grassroots Outdoor Alliance’s Discovery Marketplace on Nov. 5 in Kansas City, and The Running Event, Nov. 28-30 in Austin, Texas.

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