Firewire USA Factory Flips the Switch

Committed to building high performance EPS based surfboards in the USA, FIREWIRE Surfboards recently leased an 18,000 square foot building 3 miles east of downtown San Diego. The factory will produce both stock and custom boards. To oversee factory operations, FIREWIRE Surfboards is proud to announce the addition of Mike Milliken to the senior management team as USA Factory Manager.

“We already have a core group of remarkably talented board builders under Dan Mann’s leadership, said Mark Price, President of Firewire USA, we needed someone to take ownership of the overall factory process from raw material and order management through to finished goods delivery. With Mike’s background in Operations, combined with his general knowledge of the action sports industry, we’ve found someone who can grab hold of the reins and contribute across all facets of the organization.

Previously VP of Operations for Athleisure Inc, Mike directed all aspects of operations at Sun Diego, one of Southern California’s premiere boardshops. His responsibilities included human resources, strategic planning, store layout, merchandising, warehouse operations, lease negotiations, and marketing. During that tenure, he helped guide Sun Diego through double digit growth (same store sales) in each of his seven years with the company.

On making the change, Mike commented, “this is a tremendous opportunity for me to be a part of the innovation and excitement surrounding surfboards. The technology behind the FIREWIRE boards and the caliber of people involved made my decision to come on board a no brainer.

FIREWIRE Surfboards will be available this summer through a few San Diego retailers, while the Brand will make its ‘official’ debut at the September ASR and Surf Expo tradeshows, delivering product across the US beginning in Holiday 06.

The company is headquartered in Burleigh Heads, Australia and Cardiff, California.
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