News

Leica Hunting USA has announced the appointment of Sebastian Schleicher as vice president of sales for its sport optics division, marking a significant step in the brand’s efforts to strengthen its presence in the U.S. premium sport optics market.

Sebastian brings over 20 years of experience across multiple industries, including consumer electronics, outdoor recreation, and culinary products. His versatile background in sales strategy, leadership, and brand development positions him as a key asset in driving Leica’s growth in the sport optics sector.

“Throughout my career, I’ve gained invaluable insights from working with startups and established companies,” said Sebastian. “I’m eager to apply the lessons learned from inspiring leaders to elevate Leica’s brand awareness, forge impactful partnerships, and align my professional endeavors with my lifelong passion for the outdoors.”

Prior to joining Leica in May 2024, Sebastian spent more than nine years at Traeger Grills, where he helped establish the company’s European headquarters and later led its Canadian sales team. He also served as sales director for North America at Soundboks, a Danish Bluetooth speaker company, further honing his leadership skills.

In his new role, Sebastian will oversee sales efforts for Leica’s sport optics division, which includes rangefinding binoculars, spotting scopes, riflescopes, rangefinders, and thermal optics. His focus will be on developing long-term strategic partnerships with retailers and enhancing brand awareness.

“Leica’s products transcend the role of mere tools; they are premium, heirloom-quality instruments that exemplify enduring craftsmanship and performance,” said Sebastian. “My immediate focus is to amplify this legacy and commitment to quality, reaching a broader and more diverse audience while cultivating impactful strategic partnerships within the retail sector.”

Sebastian, who grew up in an outdoors-focused family in Colorado, is based in Park City, Utah. His personal passion for hunting and outdoor pursuits complements Leica’s mission to deliver high-performance sport optics.

For more information, visit www.leica-sportoptics.com.