Leica Sport Optics announces USA restructuring plan

Leica Sport Optics, a global leader in the manufacturing of high-precision viewing instruments, announces exciting changes to our sales and marketing structure for our North American operation.

Leica remains firmly committed to serving our retail partners with the knowledge and expertise they expect from a premium legacy brand. Effective September 1, 2019, Leica will shift sales representation to internal, employee-based representation. This direction will allow dealers to have dedicated Leica employees as their primary source of sales support and product information. We would like to thank Lammert Associates, Evernham & Associates, Schooler Associates., Outdoor Marketing Group and Sports Marketing Group for their years of dedicated service to the Leica Brand. Any dealer inquiries should be directed to Brian Bell or Ryan Trenka, but any member of our team is here to help in this transition.

New additions to the Leica family include:

Brian Smith, Director of Sport Optics 


Brian brings over 25 years of vast outdoor industry experience and knowledge to Leica Camera USA. In his new role, he will be responsible for all aspects of the Sport Optics division for North America. Smith founded Raghorn, Incorporated, one of the largest outdoor media sales and marketing companies in the Midwest, that grew to become the parent company of Indiana Outdoor News Magazine and Adventure Media Productions during his sixteen years as CEO. He was responsible for the creation and production of such titles as Wild Adventures TV, Angling the Great Lakes Television, and Ice Men earning him over 24 national awards including a lifetime achievement award in recognition and appreciation of his pioneering body of excellent outdoor sales and communications work across multiple media platforms from the Association of Great Lakes Outdoor Writers. In 2010 Brian took the position of Vice President of Sales and Marketing for Lightfield Ammunition Corporation. Through Smith’s leadership skills, supervision, new product innovation and introduction, he successfully rebranded and strengthened the Lightfield identity increasing sales and market share during his tenure. He most recently was with RUAG Ammotec USA as National Director of Sales. He has a driven passion for leadership in the outdoor industry and enjoys spending time in the great outdoors with family and friends. 

“I am truly blessed to have been put in the position of heading up such a reputable team.” Smith said.  “To be a part of this restructuring is a very exciting time.” Smith continued, “I look forward to building upon the solid foundation which has established Leica as a global leader in the sport optics industry”. Brian reports to Roger Horn, President, and can be reached at brian.smith@leicasportoptics.com.

Ryan Trenka, Key Accounts Manager


Ryan will be responsible for Leica’s Key Accounts, including NBS and Sports Inc. buying groups.

A Montana native, Ryan graduated from MT State University with a Master of Science degree in Fish and Wildlife Management. After working with numerous state and federal agencies Ryan traveled extensively filming and producing outdoor content for the Outdoor Channel, Sportsmen’s Channel and Discovery. Balancing family and outdoors brought Ryan into new exciting sales and marketing roles. Throughout his career, Ryan has been passionate about sales leadership of premium outdoor brands stemming from his personal passions of family, the outdoors, and living life to the fullest and with intention. 

Ryan reports to Brian Smith, Director of Sport Optics, and can be reached at ryan.trenka@leicasportoptics.com.

Leica’s sales team will be further enhanced with the addition of a sales administrator based in the Allendale, New Jersey office.

Current Leica Sport Optics team members are expanding responsibilities within the organization:

John Bedlion, Exhibits Manager/Product Specialist


John’s many years of experience in the field of optics has given him much practical experience. He’s a great problem solver for consumers and dealers who may be having technical issues, and for sales training of store staff. John is responsible for all our event planning.

Brian Bell, National Accounts Manager


Brian’s newest role within the Leica Sport Optics division will give him sales responsibility for national level accounts. Brian reports to Brian Smith, Director of Sport Optics, and can be reached at brian@leicasportoptics.com.

Jeff Bouton, Manager Birding/Nature/Photo


Jeff continues to lead the growth of Leica Sport Optics in the Birding/Nature and Photo channels. Jeff’s extensive experience in this field and exuberance for the Brand are infectious.

Hamilton Boykin, Education Manager


In his 10+ years with Leica, Hamilton has successfully worn many hats. His new role as Education manager will focus on creation and implementation of sales training initiatives. He will continue to be actively involved in product development with Leica HQ in Germany. Hamilton reports to Brian Smith, Director of Sport Optics, and can be reached at hamilton@leicasportoptics.com.

Catlin Brewer, Product Specialist


Catlin is one of the key “go to” guys on the team for product knowledge. He’s actively involved in customer relations, helping people to troubleshoot or to clarify questions. He manages the Leica Pro Team program, which incentivizes store sales personnel. Catlin’s expand responsibilities will include working along with Hamilton to develop educational programs, as well as actively supporting our Birding/Nature/Photo markets. Catlin reports to Brian Smith, Director of Sport Optics, and can be reached at catlin@leicasportoptics.com.

Grace Carrillo, Digital Marketing


Grace joined our team in 2018 and is guiding us into the world of digital marketing. She manages our digital assets and makes them available upon request to publications and dealers. She is the point person for T&E requests. 

Roland Wolff, Executive Vice President


Leica Sport Optics will also be expanding our marketing department in the near future. Roland Wolff, Executive Vice President will oversee the marketing department for Sport Optics as well as the photo division which currently reports to him. Roland reports to Roger Horn, President of Leica Camera Inc., and can be reached at roland.wolff@leicacamerausa.com.

For more information, check out www.leica-sportoptics.com, and visit Leica’s Facebook page at http://www.facebook.com/LeicaHunting. For all PR enquiries, email: selena@tweed-media.com.