AUSTIN, Texas (August 31, 2015) — YETI Coolers, the premium outdoor product brand that created the Tundra^® and Roadie^® hard coolers, Hopper™ portable coolers, and the Rambler™ family of vacuum-insulated stainless steel drinkware is pleased to announce that Matt Reintjes is joining the company as its Chief Executive Officer. Reintjes comes to YETI from Vista Outdoor Inc., where he most recently ran that company’s $900 million Outdoor Products division.

Roy Seiders, who co-founded YETI with his brother Ryan, will now transition to a full-time role as Chairman. In his new position, Roy will remain actively involved in guiding YETI’s strategic direction and new product development, ensuring the brand stays authentic to its loyal fan base of outdoorsmen, anglers, river-runners and other adventurers who view having the best gear as essential. 

Seiders states, “I’m incredibly excited to have Matt on board. We took our time to make sure we brought in the right leader for YETI. We’re facing incredible demand for our products and wanted someone with the experience and knowledge to help us through the next phase of growth. Matt brings a wealth of leadership experience from Vista and from Danaher Corporation before that. With Matt on board to steer the ship, I’ll be able to focus my time on the areas of the business where I can have the biggest impact – developing game-changing products and continuing to build the brand.”

“YETI is a rocket ship. It’s a truly incredible success story,” says Reintjes. “The company has an unmatched combination of a uniquely authentic brand, innovative products, a talented executive team, and smart, committed employees. The future is very bright at YETI, and I can’t wait to start this journey.”

Prior to Vista, Reintjes served as a president at Danaher, a Fortune 200 manufacturer of medical and industrial equipment. He earned an MBA at the University of Virginia’s Darden School of Business and a BA at the University of Notre Dame. As a Kansas City native, he appreciates great BBQ and is looking forward to trying Texas’ best. Matt, his wife Janine, their three boys, and their dog will be relocating to Austin in the next few months. 

About YETI Coolers

YETI Coolers builds indestructible products that keep ice for days. Founded in Austin, Texas in 2006 by sportsmen Roy and Ryan Seiders, YETI created and leads the premium cooler category, and has successfully expanded into premium insulated drinkware, soft coolers, and branded apparel. Professional hunters, anglers, outdoor adventurers, BBQ pitmasters, and many others trust YETI to stand up to the world’s harshest conditions. For more on the company and its full line of products and accessories, visit yeticoolers.com.   

Media Contact: Eric Henderson (eric.henderson@backbonemedia.net)