TRUE Hockey Hires Boris Juric to Oversee European Sales Division

TRUE Hockey announced today the hiring of Boris Juric in the role of European Sales Manager.

In his new role, Boris will be responsible for overseeing the sales team and helping drive TRUE hockey’s growth strategy in the European market. Boris will also be responsible for overseeing distribution partners in the Russian market.

“We are thrilled to have such an accomplished business executive like Boris join team TRUE. His extensive international business experience and proven track record as a brand pioneer across a number of different industries will help drive our aggressive European growth plan going forward. Further to the hiring of Boris, over the last 12 months, we have introduced a B2B order fulfillment system and opened a warehouse and logistics center which we believe sends a clear message to our existing and future customers that we are making the investment and taking the necessary steps to become a significant player in the European marketplace,” says Steven Sutherland, Director and General Manager – TRUE Hockey.

Born and raised in Croatia and educated in the United States, Boris holds a BBA from the University of Notre Dame, Mendoza School of Business and an MBA in Technology Entrepreneurship from the University of Zagreb. A veteran of several industries, from technology to transportation and tourism, Boris is an experienced international executive with more than two decades of experience ranging from hands-on sales and marketing to general P&L management with special focus on business development, strategic planning, channel development and international operations. A lifelong passion for hockey coupled with his extensive experience building and managing European Sales and Marketing infrastructure across many industries make him the ideal fit for this new role.

TRUE Hockey offers a full line up of senior, intermediate, junior, youth and goalie sticks as well as gloves, pants, bags and accessories. For more information about TRUE Hockey products and where to purchase them, visit www.true-hockey.com. Become a fan on Facebook, Twitter and Instagram.

About TRUE Hockey:

True Temper’s Hockey Division was established with the mission to bring the company’s devotion to the highest quality materials, the strictest manufacturing processes and the best engineering minds to the ice.  For fourteen years, other hockey companies hired TRUE Hockey to design, engineer and manufacture over 2,000,000 sticks – sticks that showed up in the ends of countless NHL professionals and provided domination at every level of the game.

Following in the line with True Temper Sports, the world leader in golf shaft technology and the number one shaft on the PGA Tour for more than 70 years, TRUE Hockey is poised to continue providing the hockey industry with superior stick design and technology for many decades to come. With full control of the product, from R&D to distribution, TRUE Hockey is focused on one goal, devotion to the best in stick performance. For more information, visit www.true-hockey.com.

More News

Stay Connected

Sign up to receive exclusive product updates, promos, & news.