Industry news this morning: longtime Nordica staffer Willy Booker has joined Fischer as President and CEO. Reports suggest Matt Berkowitz, Fischer’s TM and Director of Alpine Marketing & Product, will hide upwards of 12 Smirnoff Ice bottles somewhere in Booker’s office as a welcoming gesture. Watch out, now!

On a serious note, Congrats to Booker and to Fischer on this big step. More provided via the official press release below.

Press Release, Auburn, NH — June 9, 2014

Fischer Sports, a family-owned, global leader and supplier of snow sports products, announces today that Willy Booker has been selected as the new President and CEO of Fischer Skis US, LLC., effective July 7, 2014.

Franz Föttinnger, Fischer International CEO, stated, “We are very excited about the addition of Willy Booker as new CEO and President of Fischer Skis US.”

“Willy’s vast experience and knowledge of the ski industry in the United States is just one step in a greater plan to further establish our brand as a leader in the US alpine market.”

Booker joins Fischer after serving as President of Nordica USA for the past four years. Prior to his role as President, Booker worked in the company’s sales, product management and marketing departments from 2002-2010.

Exposed to the ski industry from an early age, Booker grew up skiing at Loveland Ski Area in Colorado where his mother managed the area ski shop. Moving to the East Coast, Willy pursued his racing career at Burke Mountain Academy, which led him to the alpine team at the University of Vermont where he was an All-American.

“I’m very excited and humbled at the opportunity to join such an iconic and high quality family-owned brand,” said Booker. “I’m eager to get to work with the Fischer teams both here in the US as well as in Austria and help them position the brand for further growth and success in the future.”