Sport Group Appoints Alejandro Pena as Chief Executive Officer

Alejandro Pena has been appointed as the new Chief Executive Officer of Sport Group.

Alejandro has more than 25 years of experience leading high-performance organizations and driving transformational growth across the consumer products and building materials sectors.

He joins Sport Group following his successful tenure as CEO of Keter Group, a global leader in durable consumer lifestyle solutions. Under his leadership, Keter achieved significant earnings growth while accelerating innovation, digital transformation, and sustainability across its portfolio.

Prior to Keter, Alejandro held senior executive roles at Newell Brands and Jarden Corporation, where he built a track record of scaling global businesses, optimizing operations, and fostering winning cultures.

He holds a Bachelor of Science in Industrial Engineering from Universidad de Los Andes in Colombia and an MBA from the McCombs School of Business at the University of Texas.

“I’m honored to join Sport Group at such an exciting moment in its journey,” said Alejandro. “The Company’s iconic brands—including AstroTurf, SYNLawn, Polytan, Rekortan, and Laykold—have shaped the sports and recreational landscape for decades. I look forward to working closely with our 2,200 team members around the world to build on this strong foundation, delivering exceptional value to our customers through quality, innovation, and service.”

He replaces Christoph von Nitzsch, who successfully led the company for the last 3 years.