EXEL Press Release


PRESS RELEASE, 01.03.2021

March 1st, 2021. (Würselen, Germany) – EXEL, a Finland-based sports brand specialized in Nordic Walking, trekking, cross country and alpine skiing, Floorball and Paddle Tennis, has announced a distribution agreement with Action Sports Sportartikel GmbH, a German distributor renowned for representing leading brands within the lifestyle, sport, outdoor and footwear market in Europe, effective on March 1st, 2021.

“We at EXEL are excited to establish this new distribution partnership with Action Sports Sportartikel GmbH. Their professionalism, networks and long experience in the field gives EXEL as a brand a great, sought after opportunity to get properly established within German speaking markets in coming years,” states Kari Halonen, CEO of EXEL.

Founded in 1989, Action Sports has built strong relationships and delivered high quality growth for cutting-edge brands such as Nike Swim, Teva, Herschel and 2XU. EXEL will broaden and reinforce the Action Sports brand portfolio as the specialist in poles that are recognized for the light, stiff and durable carbon shafts. All the poles in different segments are designed and engineered for beginners to top level athletes.

“Being a brand pioneer is woven into who EXEL is as a brand and what they create. They have survived over the long haul, since the company accomplished to reinvent itself periodically, jumping from the flattening end of one business performance curve to the rising slope of another. EXEL managed to make the leap successfully,” states Volker Mettke, Action Sports Sportartikel GmbH General Manager.” We identify ourselves closely with EXEL’s pioneer DNA. Therefore, we are confident with a strong collaboration on strategy, design, sales, marketing and distribution we will grow EXEL into a successful brand in our territories for the next generation.”

For more information about EXEL please contact:

Jochen Hoffmann
Sales Manager EXEL for Germany, Austria and Benelux
Email: j.hoffmann@action-sports.de
Phone: +49 2405-606-234
Mobile: +49 171 36 22 601

Note to Editor:

About EXEL

Founded in 1960 by three chemists, EXEL, began to manufacture electronic detonators for explosives. The name EXEL derives from the company’s origin, explosive electronics. In 1970, composite products were introduced. Since then, Exel has been one of the foremost Finnish Sport equipment manufactures. Exel combines innovative technology with functional design to create an unparalleled line of products that keeps continually evolving to ensure uncompromised customer satisfaction

About Action Sports

Dutch national ice hockey player Harry Wielheesen founded B&W Sporttrade in 1984. Born with an entrepreneurial spirit combined with a passion for sports. The acquisition of O’Neill was the start of the company’s success. Five years later, Action Sports made its presence in the market, a private-owned company founded in 1989. The company is centrally located in Europe, Würselen (Germany), at the cornerstone with Belgium and the Netherlands. Throughout the years the company has successfully established itself as one of the leading sports, outdoor and lifestyle fashion distributors with a diverse portfolio of leading global brands in Europe.