Joe Mc Swiney Joins Us as an Advisor

Joe Mc Swiney has joined us as an advisor and we couldn’t be more thrilled. Joe was a client of Tom’s while he was CEO at Cascade Design and over the years he got to know Nicci and some of the others who make up our big stable of resources. Joe came to CES with us one year and got to know all of us on a more personal level, so when Joe recently left SOG Knives & Tools we were thrilled to get him to help us out.

We get a lot of clients who have products they would love to develop and Joe is a real expert in bringing hardware to market. Joe understands manufacturing on a particularly granular level, making him a very unique addition to our resources.

Joe has extensive experience in developing and executing successful market strategies. He is an expert on product innovation, international markets and understands manufacturing on a particularly granular level. This makes Joe a very unique addition to our resources.

Joe is a veteran consumer goods Chief Executive Officer, specializing in outdoor, lifestyle, and tactical, with a strong background in manufacturing and international markets. He is a principle with Nua Holdings, a company acquisition search firm.

Joe served as CEO of SOG Knives & Tools from 2016 to 2020, achieving a successful turnaround. Prior to SOG, Joe held the role of CEO at Cascade Designs Inc., from 2006 to 2016, home to the iconic outdoor brands: Therm-a-Rest, MSR, Platypus and SealLine. Joe has been a longtime activist on sustainability, supporting both European and US Outdoor Industry sustainability movements for over a decade. This included creation of the Higg Sustainability Index and founding the European Outdoor Conservation Association.

Joe is also on the board of the Port Angeles based Composite Technology Research Centre. He also mentor’s start-ups on an ad hoc basis and in conjunction with Fledge, the conscious company accelerator. Joe received his undergraduate degree in Electronics Engineering from the Cork Institute of Technology and attended the National University of Ireland, Galway to earn his MBA. In his spare time Joe is an avid outdoors enthusiast, tech hobbyist and martial artist.

We always want to find the true experts in our industry to help guide our clients in the direction that serves them best. We look forward to working with Joe and think he’s going to do some amazing work with our clients. Welcome Joe!

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