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Goal Zero taps former REI SVP Lee Fromson as president, COO


Goal Zero, innovator of portable solar power systems, has appointed former REI SVP of merchandising Lee Fromson to president and COO.

The company has also made strategic changes to its executive team, with current president and CEO Joe Atkin assuming the role of co-chairman of the board, and founder and chief creative officer Robert Workman becoming CEO.

“Goal Zero represents a very compelling leadership opportunity, and I am thrilled to be able to serve the company in this new capacity,” said Fromson. “The global opportunity for Goal Zero is vast, and I look forward to driving innovation and guiding the company into its next phase of accelerated growth.”

At REI, Fromson previously held roles as interim CFO and VP of REI Private Brands. Prior to joining REI in 2006, Fromson was president of Cascade Designs, a designer and manufacturer of premier outdoor, recreational and medical rehabilitation products. At Cascade, Fromson also served as COO and CFO after being hired as the company’s controller in 1982.

“Lee is a proven leader and the perfect candidate to help us execute our vision to put power in the hands of every human being,” said Workman, who served as CEO prior to Atkin’s appointment. “Joe’s extraordinary passion, vision and leadership catapulted Goal Zero to this next level of organizational growth, and we thank him for his contributions.”

“Being part of the Goal Zero team has been one of the most rewarding experiences in my life,” Atkin said. “I am extremely proud of the progress we made in advancing our mission to empower people and improve lives through our products. We have exceeded all of our original expectations for the business and I believe we’ve just begun. I am confident that Lee and Robert will continue Goal Zero’s aggressive growth trajectory, and I look forward to supporting them in my new role.”

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