News

The board of directors of Rapala VMC Corporation has appointed Cyrille Viellard as the new president and Chief Executive Officer of the giant tackle company with effect from March 7^th, 2025.

Current president and Chief Executive Officer Lars Ollberg will continue in his position until that date and will then retire after serving the company for over 45 years in various roles.

Board chairman Emmanuel Viellard said: “During the years, Lars Ollberg has been a significant contributor to the development of Rapala VMC, and we would like to thank him for his long-term commitment and dedication to the group.

“Going forward, speaking for the whole board of irectors, we would like to express our support for Cyrille Viellard and the group’s executive committee in the execution of the strategy.”

Lars added: “I am pleased of the appointment of Cyrille Viellard. I believe he brings valuable expertise and vision that will drive the company forward. As a new CEO he has a strong background, extensive industry experience and a deep understanding of Rapala VMC’s business.

“When I rejoined Rapala VMC in May 2023 my role was to stabilise Rapala VMC’s situation and I am proud that I have been able to act as a leader during this transition period.

“I would like to thank all employees, customers, and stakeholders for their support and cooperation during this transition. Over the past eight years, Rapala has had five CEOs and I believe appointment of Cyrille will bring the company the continuity it needs along with new growth opportunities.”

Cyrille commented: “I deeply thank Lars for his energy, unequalled industry knowledge and stewardship that brought trust and unity in our organization and among our stakeholders. With our strong team, I feel greatly honoured to continue implementing our defined Rapala VMC roadmap to further strengthen our operational excellence and exciting brands.”

Cyrille has worked at Rapala VMC Corporation since 2014. Prior to this he worked for Selectarc Welding & Brazing Group and Bosch Group.

He has acted as the deputy CEO of Rapala VMC Corporation since 2023 while at the same time managing the group’s EMEA and Latin America business region.

Prior to that he was with the group’s European distribution management and business development and later managed VMC Pêche, the group’s hook business since 2020. Cyrille has been a member of the Rapala VMC Group’s executive committee since 2015.