Ibiza, Balearic Islands, Spain
I don’t just run brands, I reimagine them! Over 25+ years in the global sports lifestyle sector, I’ve turned underperforming businesses into market leaders, launched new products that consumers actually care about, and taken legacy brands from dusty to desirable. I operate where strategy, creativity, and commercial results collide. Because one without the others is just noise. I specialize in unlocking growth, entering new markets, and making brands relevant at scale. If your brand is stuck, static, or playing small, that’s where I thrive.
Advising brands and executive teams in Australia and the United States with the goal to provide a global perspective on the business of sport, lifestyle, and culture. • Collaborating with startups to build strategic foundations for sustainable growth while maintaining brand integrity. • Guiding established brands through strategic inflection points, ensuring evolution without losing core values. • Offering industry-specific intelligence to private equity and investment groups for informed decision-making. Current/Past Client Include: USA - Aspen One (Aspen Snowmass & Aspen Collection - 18 month brand development process) - Wagner Skis (Strategic Partnership) - Sorel Footwear (Strategic Product Collaboration) Australia - Propel Group (RB Sellars Workwear, Rossi Boots, Drizabone - 6 month evaluation) - aka Brands (Culture Kings - 6 month evaluation) Advisory Work with Start Up brands (Anti Ordinary, Torch Warrior Wear, Buffalo Jackson, Runly Athletic, Nature Backs)
Mens & Boys Premium Beachwear and Accessories. The Brotherhood of the Balearic Beat. I created Syd & Rex to capture the true spirit of Ibiza - from Sunrise to Sunset whether you are “In, On or By” the water we gave you covered. . Built the brand from scratch, owning everything from creative vision to strategic direction. Designed, sourced, and produced premium swim trunks, ensuring every piece embodied luxury and island lifestyle. Launched and ran a global e-commerce site, pop-ups, and a concept store in Ibiza, delivering a seamless high-end experience. Expanded wholesale distribution into the finest luxury resorts and locations across Ibiza and Formentera, positioning the brand where affluent travelers shop. Forged iconic collaborations with legendary venues like Café Mambo and secured product placements with the world’s top DJs, making Syd & Rex synonymous with the ultimate Ibiza lifestyle.
At WIT Fitness, the goal was to fuse digital and physical retail to create unique product experiences in partnership with the world’s leading athletic brands, while redefining experiential fitness. As chairman, my role was to serve as liaison between the founder-led management team and the majority private equity investor, mentoring leadership while aligning business performance with investor expectations. Oversee internal product development for WIT’s own branded apparel collection, shaping design, global sourcing, and production strategies to deliver premium quality and brand consistency. Assist in driving strategic partnerships, including a global licensing agreement with CrossFit Inc, expanding brand reach and influence worldwide. Focus on global expansion, contributing to strategic development of new markets in the USA and Australia.
Was the architect of the creation and growth of a global division within Global Brands Group (Li & Fung), focusing on the evolving premium sports lifestyle sector. Developed and executed the strategic plan to establish GBG Sports & Lifestyle as a global leader in licensed apparel brands. Oversaw operations across USA, Canada, and Europe, representing and managing apparel brand licenses including Spyder Active Sports, Dakine, and Saga Outerwear. Drove global brand development, licensing strategy, and cross-market alignment, ensuring consistent brand positioning and market growth. Established scalable processes for international operations, enabling efficiency, expansion, and premium brand consistency across multiple regions.
I led Spyder Active Sports, the master licensee (from Authentic Brands Group) for performance ski wear across Americas, Europe, and APAC, driving brand growth, innovation, and heritage alignment. Transformed brand strategy with a 5-year plan that honored Spyder’s skiing roots while positioning it for premium global relevance. Expanded sponsorship footprint, restructuring the US Ski Team partnership to cover all Alpine teams and maximize visibility across competitive skiing. Elevated product performance through a strategic collaboration with GORE-TEX, reinforcing Spyder’s leadership in outerwear innovation. Directed global operations, aligning product, marketing, and licensing to deliver measurable growth, operational excellence, and international market expansion.