Francis Lacroix

Simon La Rochelle is a Canadian entrepreneur with a focus on work and military footwear, driven by a commitment to improving the safety and performance of people working in critical and demanding environments. He has been part of Royer since 2003, holding progressive leadership roles across supply chain, innovation, and executive management. As CEO from 2014 to 2024, he led a decade of international growth, oversaw the inauguration of a new, state-of-the-art production facility, and directed the reshoring of 50% of the company's manufacturing back to Canada. In his current role as President, his focus spans corporate strategy, government contracts, global partnerships, and sustainability initiatives.