Gregg Coccari //top\\ May 2026

Coccari graduated from UVM with a degree in Business Administration, immediately bridging his athletic discipline with a career in sales and management. Before his rise to national prominence in the e-commerce space, Coccari spent over a decade at Mills Fleet Farm , a Midwestern chain of big-box retail stores catering to farming, automotive, and outdoor enthusiasts.

In the high-stakes world of specialty retail and brand management, success often hinges on the ability to adapt, endure, and lead with a steady hand. Few executives embody these principles as clearly as Gregg Coccari , a former collegiate hockey player who has spent nearly two decades steering one of the world’s most iconic outdoor equipment retailers. gregg coccari

He stepped down as CEO in 2020 but remained Chairman of Sierra through the transition, overseeing the brand’s continued integration into the TJX family. In interviews, Coccari frequently cites his hockey background as the blueprint for his management style. “As a goalie, you can’t dwell on the last goal,” he told Wyoming Business Report . “You reset, you watch the play develop, and you react. In retail, the market scores on you every day—a bad quarter, a supply chain glitch. You clear your head and focus on the next shot.” Coccari graduated from UVM with a degree in