Steve Lake says goodbye to Sector 9

Element Founder Johnny Schillereff and Steve Lake. Shop-eat-surf file photo.

Tomorrow is a monumental day for Sector 9 President Steve Lake.

It is his last at the company he co-founded, the company that he and friends started in their backyard during college, and the only real job he has ever had.

Sector 9 completely upended the skateboard market, and launched the longboard trend that is still running strong today. All the founders still work at the company, which Billabong acquired in 2008.




In May, Steve told me that he was leaving because as his 5-year employment contract expired, he wanted to spend more time with his wife and four kids while his children were still living at home.

We followed up with him as his last day approached to ask him about some of the highlights of his Sector 9 career, what he will miss and what he won’t, and how he feels about the state of the industry.

How are you feeling about it all as your last day at work approaches?

Steve Lake: It’s a bit surreal actually.  I’m excited to see what the future holds for my family and I.  But, at the same time it’s pretty emotional because I love my job and all of the people I work with. I am going to miss being with them everyday.  We have some dynamic characters in our business and I am proud to call all of them my friends. 

Many of us were friends before we started Sector 9, it’s 20 years later and we’re all still together and best of friends.  To me, that is success at its finest and something I will always cherish.  I’m only one of four original founders and I am the only founder stepping down from my role.  Dennis, Dave and EG will continue running the business and securing our place in skateboarding history.

I am incredibly proud to announce that my successor and the new President of Sector 9 will be Marcus Valdivia.  In true Sector 9 fashion Marcus has risen through the ranks from a warehouse employee to International Sales Manager to President.  He understands the global dynamics of our brand and has some great ideas for our future.  I could not be happier for him and the rest of our company.  He is a great leader and has the support of our entire team. 

What are a few things that you think were the keys to Sector 9’s success?

Steve: We definitely chose the path less traveled when we started making and “trying” to sell longboards in 1993.  Our success has been built upon relationships, since the day we sold our first boards to local shops like Soul Grind and Mitch’s in La Jolla to the day we hired our first employee. 

We built friendships first and that allowed us the foundation to grow our brand.  We enjoyed going against the grain of what everyone else was doing.  Our success has truly been a byproduct of our passion and thankfully we are just as passionate today as we were in 1993.  We have always remained true to who we are and what Sector 9 has meant to us.  Being authentic has allowed us to grow slowly in a way that attracted lots of fans of our brand along the way. 

What do you wish you had done differently?

Steve: That’s a tough question to answer because I have learned more from my mistakes that I have from my better decisions.  I do wish I‘d learned how to better manage my work vs. family time.  It’s a tough balancing act when you have more work to do than time to do it.

That said, my wife is a champion and my family is great, now I just want to make up for some lost time with them all.  They have been there to support my dreams since this Sector 9 ride began and now I want to come alongside them with my time to support their dreams. 

What will you miss the most about your job and what will you miss the least?

Steve: I am going to miss the daily belly laughs.  I work with some of the most unique individuals on the planet and we can find humor in just about any circumstance.  My co-workers are an inspiration to me and have helped me become the man I am today and I am forever thankful.  I’m going to miss competing and the daily battles that come with running a business in a highly competitive environment. 

I will not miss 150 + emails a day, phone calls with irrational people, fixing broken wagons and tradeshows that don’t allow you to bring your own beer.  The new ASR (Agenda) should offer all you can drink for the prices they charge, ouch. 

See Page 2 for Steve’s thoughts on the state of the industry


 

You have worked in the industry a long time. Any thoughts about some of the changes you have seen over the years, and where the industry is headed? 

Steve: It’s crazy, but Sector 9 is all I have ever done.  We started in our backyard while in college then kept going after we graduated.  Our industry has gone through some serious changes in the past 20 years.  There is a lot to be learned from what we have witnessed, others have experienced and some have had to endure.

From my perspective, action sports is a small industry (relative to others) that has tried to get big for some reason.  Big is good when sales are good, but big gets bad quickly when sales slow down.  Wholesalers begin discounting, retailers discount to keep up with the shop next door and the cycle continues until inventory levels and overheads are back in check.

I’m an optimist and believe our industry is beginning to realize that small and healthy is beautiful, expectations will be reduced, authenticity will be regained and the industry will once again have the profitability needed to support the marketing and product development that thriving businesses need as a foundation.  

What are you plans for the future?

Steve: For the first time in my life I don’t have any concrete plans.  Although, I do plan on surfing as much as humanly possible with my family and friends, coaching my son’s baseball team, coaching my daughters’ soccer teams, traveling with my family, golfing, fishing, reading, learning to play the guitar, skateboarding a lot, snowboarding 35 days next season and just being friends with my friends instead of having to be their boss, too. 

Any final words?

Steve: This has been an incredible journey and I am forever grateful to those of you who have made it possible.  I am and will always be a “Niner for Life.” This is not the end for me it’s just a new beginning.

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