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Nite Ize Announces Expands Retail Engagement Strategy Boosting Regional Representation

May 13, 2024

Media Contact

Marni Illman 978-844-3513

BOULDER – May 13, 2024Nite Ize®, a leading manufacturer of solution-based products, today announced it is expanding its retail engagement strategy retaining two new sales rep groups solidifying its commitment to serving diverse specialty markets. Effective immediately, Nite Ize is partnering with Action Sports Inc. in North Carolina and Sanitas Sales Group, located in Colorado.

“Nite Ize is committed to serving our retail partners and has historically done so with a robust in-house sales team, focused territory travel, and national trade shows,” said Jay Getzel, senior director of sales at Nite Ize. “This initiative extends our presence across key territories, ensuring comprehensive coverage and support for retailers. In addition, working with these two experienced agencies strengthens our engagement and service for our retail partners across many key regions and distribution channels, ensuring Nite Ize’s high-value line of products enjoys the best possible placement, service, and sell-through.”

Action Sports Inc. is led by 30-year, industry veteran, Andrew Gillette, and headquartered in Winston-Salem, N.C. As former retail buyers, industry recruiters and sales professionals, the Action Sports team, Andrew, Beaty Jackson, and Billy Wolfe, has a deep understanding of the market and takes a strategic and personalized approach to brand building. They will be covering the southeast for Nite Ize.

“The relevance of Nite-Ize crosses every channel of trade we can think of, and we’re excited to be part of a company that creates solutions for everyday living,” said Gillette.

The Sanitas Sales Group, a leading sales firm in the western US market, boasts over 80 years of combined industry experience, with a proven track record in expanding brands and nurturing vital relationships pivotal for business success. Led by founder Keith Reis and managing partner Andy Anderson, the group is headquartered at the Outdoor Market Alliance in Lakewood, Colorado, and specializes in various sectors such as outdoor recreation (camping, hunting, fishing), sporting goods, work/farm/ranch, travel, and lifestyle.


About Nite Ize

Founded in 1989 and headquartered in Boulder, Colorado, Nite Ize designs, manufactures, and globally distributes innovative, inventor-driven products that creatively solve everyday challenges. Nite Ize offers more than 500 products across various channels including: Waterproof Protection, Mobile, Tie-Downs + Bungees, Key Accessories, Illumination, Bike + Fitness and Pet. Led by original founder Rick Case, Nite Ize team members are passionate about their products, customers, partners and the environment. For more information, visit