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Surf Hardware International appoints new CEO



Industry Updates

Michael Heath signs on as Chief Executive Officer

Surfersvillage Global Surf News, 27 March, 2014 - Surf Hardware International is pleased to announce the appointment of their new Chief Executive Officer, Michael Heath. Having previously worked for some of the major global brands in the action sports industry such as O’Neill, Hurley, Nike and Rip Curl, Michael joins SHI as a highly regarded senior executive with over 18 years of experience.

Michael’s previous role as Head of Global Marketing and Americas for O’Neill provides him with the ideal pedigree to lead SHI through an exciting new growth phase, largely underpinned by the highly successful launch of the new FCS II system. Having only been in the market for a short period of time, the new system has already gained the support of the world’s best surfers and shapers and won numerous accolades including the Euro SIMA Innovation Award, USA SIMA Hardgoods Accessory Product of the Year Award along with a coveted Red Dot Design Award.

“I’m honoured to be joining such an iconic company that provides so much to the surfing industry as a whole; from elite surfing athletes through to recreational surfer’s and the surfboard manufacturers who are at the heart of the sport”, remarked Heath following the appointment.

“SHI is the parent company to a number of key global brands including FCS, Gorilla, Softech, Hydro and Headhunter, each has a unique product offering that caters to a different genre, but they all share a common thread in surfing. To have the opportunity to further develop and grow these brands in the market is really exciting”.

The new appointment signifies a return to Australia for Heath and his family following a period abroad in his previous position. In his role as CEO, Michael will oversee the daily operations from SHI’s Global Head Office in Mona Vale, NSW.

For years Surf Hardware International has been at the forefront of surf hardware design and performance; driven by premier brands producing stylish and innovative, highly functional products that enhance the surfing experience.

Richie Lovett

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