• by Tony Silber , Staff Writer, April 27, 2022

Bonnier LLC, the enthusiast-media company known for its publications in the marine category, said Tuesday it is restructuring its business across all operations to prioritize experiential events as a primary growth engine for the future.

The company, based in Winter Park, Florida, said it will deploy media as a means to accelerate consumer interactions across a wide spectrum of outdoor activities. With the new mission, the company said, it’s reshaping itself to become the nation’s leading outdoor adventure company.
 
“We see ourselves almost back in startup mode,” Executive Chairman Jens Mueffelmann said. “We’re taking on the mindset of a new company with a new mission and branding, a new leadership team and investors, a new structure and way of working, and a new future. We are now fully focused on growth. Game time!”
 
Bonnier is the publisher of Salt Water Sportsman, Marlin, Sport Fishing, Boating, Yachting, Cruising World and Sailing World.

The company’s new brand slogan is “We Are Outdoor Adventure.” With it, Bonnier is doubling down on a core mission: to fuel passion for fishing, boating, sailing, motorsports, hunting and travel. This mission is reflected in the company’s new corporate website, bonniercorp. com, which launched this month.

The company has roots dating to 1978, and it has always emphasized live events as part of its mix of services.

Current CEO David Ritchie said the company needed a strategy for harnessing individual efforts into something powerful and meaningful. “As we work to align our teams on the mission, we find that we are unlocking significant new opportunities,” he said. “We see ourselves now on a path to double our revenues within five years.”
 
Over the last few years, Bonnier has divested what it considers to be off-mission brands in categories including cooking, science and corporate diversity, leaving those brands with a pure focus on outdoor adventure. The new structure also incorporates a change in entity structure, where management has taken ownership positions in the business. Stockholm, Sweden-based Bonnier AB remains the majority shareholder.
 
A new five-executive leadership team was put into place: Glenn Sandridge and Jonathan Moore in positions responsible for revenue growth across all properties, as well as Shawn Bean as head of creative, David Butler as lead for all digital initiatives, and Tara Bisciello to oversee financial services.
 
In making these appointments, Ritchie redefined each member’s traditional line of responsibility. “Where previously senior managers held a specific role for a specific department, in the new organization, executive leaders hold functional responsibility across the entire organization,” Ritchie said.

Bonnier also transformed its work environment, migrating to a fully virtual model. Previously the company had office locations in New York, California, Indiana, Rhode Island and Wisconsin. Now it has a startup-like warehouse in Florida, and workshops across the nation serve for brainstorming and team collaboration.