ADDAX Overland, a Utah-based provider of rugged, trailblazing overland equipment, is pleased to announce that Marshall Smith has been appointed as Chief Executive Officer. The former president of Manly Bands and COO of Taft, Smith comes to ADDAX with a wealth of operational and manufacturing experience to fuel growth and product expansion, such as bringing the company’s new Gladiator Overlanding Cap and Camper to market late this summer. 

Smith holds more than 15 years of executive experience–driving revenue, market share, margin growth, manufacturing, and operations. In particular, Smith has spearheaded incredible revenue growth, increasing revenue by 1066% for luxury shoe brand Taft in less than 30 months. He replicated this success with wedding band designer Manly Bands, increasing their revenue 191% in just two years. 

Smith also brings unique operations and manufacturing experience to ADDAX, having co-led 8 acquisitions and slashing production costs by 66% through savvy insourcing and negotiation.

Alongside his executive experience, Smith is a long-time overlanding adventurer, most recently building his own overlanding camper from the ground up. His personal passion for overlanding, combined with his proven business acumen, makes Smith a perfect fit to lead ADDAX Overland into the future.

“As an overland enthusiast myself, I’m excited to be a part of ADDAX–a company that excels in designing rugged and capable products that complement overlanders’ different preferences and styles,” said Smith. “ADDAX’s commitment to exceeding customers’ expectations is a big part of its success. A top priority will be to scale up manufacturing to keep pace with the surging demand for our outstanding overlanding products.”

Smith received his Master of Business Administration (MBA) and Bachelor of Science from Brigham Young University. 

About ADDAX Overland 

Built upon a combined 60 years of off-road industry chops, ADDAX Overland is proud to create the world’s most rugged, reliable, and trailblazing overlanding products, from its pioneering overland truck cap and camper to its military-grade trailer. ADDAX’s thirst for open-air freedom drives an uncompromising pursuit of the ultimate in overlanding performance. Headquartered in Utah, ADDAX tests all of its products on the rugged trails of Moab, a top destination for overlanding. For more information, visit addaxoverland.com.