ABOUT US

Your 360°
brand pioneer

Dutch national ice hockey player Harry Wielheesen founded B&W Sportrads in 1984. Born with an entrepreneurial spirit combined with a passion for sports. The acquisition of O’Neill was the start of the company’s success. 5 years later, Action Sports made its presence in the market, a private owned company founded in 1989. The company is centrally located in Europe, Würselen (Germany), at the cornerstone with Belgium and the Netherlands. Throughout the years the company has successfully established itself as one of the leading sports, outdoor and lifestyle fashion distributor with a diverse portfolio of leading global brands in Europe.

Management Team

Harry Wielheesen

FOUNDER & CEO

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Volker Mettke

MANAGING DIRECTOR

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Thomas Kirfel

COO