Benchmade has long been at the forefront of innovation. This harkens all the way back to the days when their founder, Les deAsis, was grinding out balisong knives. On Tuesday, May 12, 2026, Benchmade announced another step in that direction by appointing Ryan Coulter as the new Vice-President of Product.
Benchmade Gets a New VP of Product
Coulter will oversee all aspects of the company’s product organization, including product strategy, innovation, roadmap development, customer insights, and cross-functional alignment between product, sales, marketing, and manufacturing teams. He will play a key role in guiding Benchmade’s future direction and expanding its influence in the premium knife and tool category.
“This is a once-in-a-lifetime opportunity,” said Coulter. “I was not out looking for a job, but this opportunity found me, and I felt like I would have been remiss to pass it up. Benchmade is an iconic global brand with an incredible factory, an incredible team, and so much untapped potential. The opportunity to help build products at this scale—with design, manufacturing, and innovation all happening under one roof here in Oregon—is something incredibly special.”
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Who is Ryan Coulter?
Coulter has spent the last two decades working in product innovation and industrial design. He founded The James Brand in 2011, a company known for modern everyday carry elements. Previously, he’d held leadership positions with Nike, Burton Snowboards, Ziba Design, and other innovation-focused brands.
He’s led the development of globally distributed products and earned more than 30 patents. Coulter has a well-earned reputation for blending premium design, brand storytelling, and functional innovation.
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“Ryan is exactly the kind of leader we were searching for,” said Jon deAsis, CEO of Benchmade.
“After an extensive national search, it became clear that Ryan not only possesses world-class product and innovation experience, but also a deep belief in our brand, our heritage, and our future. His entrepreneurial mindset, proven leadership, and passion for American-made manufacturing make him an ideal fit for where Benchmade is headed. We are building tremendous momentum as a company, and Ryan’s addition strengthens our ability to continue pushing the category forward.”
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Benchmade’s Future
Benchmade is one of the few premium, global outdoor brands designing, engineering, and manufacturing at scale in the United States. Based in Oregon City, they have spent decades building their reputation for excellence and innovation. Benchmade is known the world over for American craftsmanship and precision manufacturing.
Coulter plans to continue investing in the future of domestic manufacturing and the evolution of Benchmade’s brand for a new generation of global consumers.
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He stated, “There simply are not many companies like this left. Benchmade is a true category leader with an incredible heritage, an in-house factory, and a deeply passionate team all working together under one roof. The ability to move seamlessly from an idea to the manufacturing floor and then ship those products around the world from right here in Oregon is incredibly inspiring to me. It’s an amazing responsibility and an opportunity I’m genuinely excited to be part of.”
I spent some time at their HQ last year, and I was impressed with how aggressively innovative the company is. As a longtime fan of Benchmade’s product line, I’m eager to see what’s coming next.
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