Bauerfeind News

Atlanta, GA (October 9, 2018) – Bauerfeind USA, based in Atlanta, Georgia announces the promotion of Warren Z. Colter to the role of CEO. Bauerfeind USA is a subsidiary of the German-based global medical-device company, Bauerfeind AG.

Bauerfeind produces orthopedic braces and supports for both sports and medical markets.

Colter joined Bauerfeind USA in 2014 as Chief Marketing Officer, and was promoted to Chief Sales & Marketing Officer in 2017. Over the past four years, Mr. Colter has launched the e-commerce business, reconfigured Amazon sales channels and expanded nationwide sales.

“Every team in the NBA uses our product, and so do tens of thousands of running, basketball, tennis and other sports enthusiasts of all ages,” Colter said. “We are proud to offer products with medical-grade compression to alleviate pain and promote healing. Most importantly: we enable people to continue doing the activities they love – whether they are competitive athletes or simply want to enjoy their everyday life.”

“Given his extensive expertise and success to date driving sales, revenue and profit and growing Bauerfeind USA medical, sports and eCommerce businesses, Warren is the clear choice to lead our expansion in the important U.S. market.” said Guenter Steinmetz, Global Head of Human Resources for Bauerfeind, AG.

Prior to joining Bauerfeind, he led transformational B2B and consumer marketing, sales and e-commerce programs for national brands at Pillsbury (General Mills), Footaction (Foot Locker), Naturalizer, Aramark and PetEdge. Mr. Colter earned a B.A. in Economics from Morehouse College and MBA in Marketing from The Wharton School of the University of Pennsylvania.

About Bauerfeind

Founded in Germany in 1929, Bauerfeind AG is one of the leading manufacturers of medical products including orthopedic braces and supports for every joint and the back, as well as compression socks and insoles. Every single Bauerfeind product is made in Germany and is designed to help people live fulfilling, active lives, at any age.

Top athletes and trainers across the world put their trust in the outstanding quality of Bauerfeind products. The company has been an official supplier of the German Olympic teams from 2002 to 2010 with a service team on hand at the Summer and Winter Games. Since 2010, the company has won each call for tenders and has been a partner of the Olympic Organizational Committees as the exclusive supplier of braces and supports to all participating nations.

Bauerfeind AG is a family-run company with 2,000 employees worldwide and subsidiaries in more than 20 countries, including Bauerfeind USA which was founded in 1985 in Kennesaw, GA and is currently located in midtown Atlanta. Bauerfeind products are available via healthcare providers, medical supply retailers, sports specialty retailers and on