Clarus Corporation appointed Greg Heichelbech to the new role of general manager for Rhino Rack USA.

Clarus completed the acquisition of the Australia-based company, a manufacturer and distributor of automotive roof racks, trays, mounting systems, luggage boxes, carriers, and accessories, in July 2021.

Heichelbech is a 30 years veteran of branded aftermarket, powersports and outdoor markets. In this role, Heichelbech is responsible for expanding the Rhino Rack and MaxTrax brands in North America. He joins Rhino Rack from Motorsports Aftermarket Group (“MAG”), a North American manufacturer, distributor and retailer of branded aftermarket products for the power sports industry.

Clarus President John Walbrecht commented on his appointment, “We believe there is a massive opportunity to build upon Rhino Rack’s sizeable following in its existing core markets and capitalize on compelling growth opportunities, especially in the United States and across North America. Greg’s experience in the automotive aftermarket and powersports industries and his leadership in creating new sales channels, working with global suppliers and inspiring product innovation, makes him the perfect fit for the new GM role. We look forward to working with Greg as he positions the Rhino Rack and MaxTrax brands for accelerated growth.”

At MAG, Heichelbech served on its board of directors and held the position of president and CEO of its Accessory Group from 2018 to 2021. In these roles, he built out the Amazon and Walmart businesses and ramped up product development and SKU diversification within the Kuryakyn and Mustang Motorcycle Products brands. Prior to MAG, Heichelbech served in senior leadership roles at REV Group, BRP US and Triumph Motorcycles North America. He started his career at Harley-Davidson, where he worked for 20 years in sales, dealer relations and market development positions.

Heichelbech, commented, “Rhino Rack is an iconic brand among automotive aftermarket professionals and outdoor enthusiasts known for having the best-engineered solutions for Overlanding experiences. I’m excited to join as the GM of Rhino Rack USA and am focused on executing on Clarus’ ‘Innovate and Accelerate’ strategy to seek to expand Rhino Rack’s and MaxTrax’s reach across North America.”

Clarus Corporation also owns Black Diamond, Sierra and Barnes.