Climbing Brands Improve Coverage Across Key Territories
Boulder, Colo. (July 23, 2026) – Today, Wild Country and Evolv announced the expansion of their U.S. sales teams with the addition of three experienced climbing industry professionals: James Loveridge, Joe Santos, and Greydon Jones. Together, the new representatives strengthen the brands’ commitment to supporting specialty retailers and climbing gyms across strategic regions of the United States.
James Loveridge, owner of Figure 8 Sales, will represent Wild Country and Evolv throughout the Midwest and Eastern Great Lakes. Joe Santos joins to represent Wild Country across New England and the Mid-Atlantic, while Greydon Jones, owner of Sharp End Sales, represents Wild Country and Evolv throughout the Southeast. Jones joined the team in late 2025, while Loveridge and Santos recently began their roles this spring.
“Our climbing brands continue to gain momentum across North America, and having authentic, experienced people on the ground is essential to supporting our specialty retail partners,” said Loren Morshead, U.S. Sales and Marketing Director for The Oberalp Group. “James, Joe, and Greydon each bring authentic climbing experience, strong industry relationships, and a genuine passion for the sport. Their addition to the team strengthens our ability to support our dealers, grow our presence in key markets, and better serve local climbing communities.”
A lifelong climber, surfer, and dedicated outdoor enthusiast, Jones has spent more than a decade immersed in the climbing industry, building experience at every level—from climbing gym front desk staff to mountain guide and sales professional. For the past five years, he has led Sharp End Sales, helping outdoor brands grow through strategic sales, authentic relationships, and a genuine passion for the industry.
Loveridge has spent more than three decades immersed in climbing, advocacy, and specialty retail. A longtime leader within the Minnesota Climbers Association, where he served on the board for 15 years, including nine years as president, he has established more than 100 first ascents across the Midwest and continues to mentor the next generation of climbers. Professionally, he has built a leading climbing and outdoor brand sales agency in Figure 8 Sales.
Santos combines eight years of climbing gym experience, including five years as a buyer, bringing both technical product knowledge and a retailer’s perspective to the Wild Country brand. Based in Rumney, New Hampshire, he brings his passion for traditional climbing and Wild Country’s legacy to his role as an ambassador for one of climbing’s most iconic equipment brands.
The appointments build on the brands’ continued investment in North America through expanded sales representation, strategic marketing initiatives, and deeper engagement with specialty retailers and climbing gyms.
About The Oberalp Group
The Oberalp Group is a family-owned business based in Bolzano, Italy, employing approximately 1,300 people worldwide. Oberalp’s North American subsidiary, based in Boulder, Colorado, manages sales, marketing, operations, distribution, and customer service throughout the United States and Canada for five leading mountain brands: Dynafit, Salewa, Wild Country, Evolv, and Pomoca.
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