Buck Knives is pleased to welcome outdoor industry veteran Lane Tobiassen to the role of President. Taking the helm of companywide leadership for all core business elements from sales, marketing, finance, product development, and operations, Tobiassen will look to accelerate growth and further strengthen the iconic Buck Knives brand and its 120+ year knife making legacy.
Most recently, Tobiassen was President of the Firearms Division of American Outdoor Brands, better known as Smith & Wesson. In that capacity, he led the marketing, product development, and sales functions at the industry-leading firearms manufacturer, which included Smith & Wesson, M&P, Performance Center, and Thompson / Center firearms brands. Prior to that, he spent 14 years with Crimson Trace, a leading tactical laser sight and sport optics company in the roles of Marketing Director, President and CEO. Buck Knives, a fourth-generation family-owned company, sought outside expertise as part of an overall company strategy to improve business-wide operations and secure additional market share. Buck Knives has spent the last three years focusing on segmented sales channels, price and value initiatives, and refining product development and manufacturing processes. “The final piece of the puzzle was to bring in outside expertise to lead the daily operations. This is the first “non-family” president in the history of our company. It is a testament to the family’s commitment to making our company more robust and less vulnerable to fluctuations in our marketplace or the broader economy. We continue with the strategies we have been implementing over the last three years with a renewed clarity on flawless execution,” said CJ Buck, CEO & Chairman of Buck Knives. With more than 20 years of experience in marketing, sales, and product development at industry-leading outdoor brands, Tobiassen will further optimize the new product development cycle to continually bring exceptional products to fruition while widening the market for Buck Knives. “I am very excited to lead the team at Buck Knives,” said Tobiassen. “It’s such an honor to be welcomed into this family, and my experience in the outdoor industry and firearms market gives me the insight and perspective needed to drive growth strategies forward and execute on an exciting period of growth for Buck Knives,” he added. Before Crimson Trace, Tobiassen served as Vice President of Marketing with LaCrosse Footwear for LaCrosse and Danner, Inc. He also served on the Board of Directors for Nosler, Inc., a premium ammunition and hunting rifle manufacturer. He was a founding member of a Vistage CEO Group, the world’s largest executive coaching organization for small to mid-size businesses. Buck Knives is a founding member of the American Knife & Tool Institute.