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Athletica NewsSpecial Announcements

Athletica welcomes new Chief Revenue Officer

June 2025

Athletica Sports Systems Inc. (“Athletica”) is pleased to announce the recent appointment of Sandra Hall (“Sandra”) as Chief Revenue Officer. A seasoned leader, Sandra has over 25 years of experience in industrial and infrastructure sectors, and a proven track record in driving strategic growth and revenue generation across diverse geographies and industries.
Sandra’s career includes notable leadership roles at Danaher, Johnson Controls, Worley, and EPCOR, where she managed products, sales, aftermarket services, and capital project delivery while fostering technology partnerships. Her commercial acumen spans strategy, business development, sales, marketing, customer experience, service, distribution and operations. Over the years, Sandra has consistently driven profitable growth and successfully managed global sales organizations with revenues reaching up to $1 billion. She has guided M&A investment and operational efficiency teams for both private and publicly traded Fortune 500 companies, bringing a wealth of global market experience to her new role.
With infrastructure development and project delivery expertise from both regional and global portfolios, Sandra has overseen quality throughout the entire lifecycle of engineering, construction, program and asset management delivery. Her go-to-market experience also includes research, product development and technology commercialization for hardware, software, SaaS, and digital services. Sandra has also completed numerous bolt-on acquisitions, integrations, joint ventures, and partnerships facilitating successful entry into new global markets.
A Calgary native and avid multi-sport enthusiast, Sandra holds a Bachelor of Commerce in Marketing from the University of Calgary and an MBA in Finance and International Business from the University of Manitoba. Her market orientation and strategic vision will be complementary to Athletica’s global customer-facing footprint, positioning us well to support the growth agenda with our investors at Reichmann Segal Capital Partners.

About Athletica

Athletica, a leader in arena services is a designer, manufacturer, and installer of dasher board systems for hockey arenas and multi-sport athletic facilities, serving the professional, semi-pro and community end-markets. Headquartered in Waterloo, Ontario, the company also has offices in Minneapolis, Minnesota and Vancouver, British Columbia. Athletica is the Preferred Rink Equipment Supplier to the National Hockey League (NHL), American Hockey League (AHL), USA Hockey, and USHL.

To learn more, click HERE

About Reichmann Segal Capital Partners

Reichmann Segal Capital Partners is a private equity firm founded by Charles Reichmann and Jarrad Segal, together with the Reichmann family, a highly respected name in Canadian Business. With a legacy spanning over several decades, the Reichmann Family has been at the forefront of delivering superior returns to its partners through a combination of prudent investment strategies and a focus on creating long-term value.

To learn more, please visit the Reichmann Segal Capital Partners’ website.

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