Update: Dylan Slater started his role as CEO of Firewire on April 17

Rip Curl North America President Dylan Slater will be joining Firewire to take on the CEO role, SES has learned.

We are told Firewire staff learned of the Dylan’s appointment Tuesday. He will replace longtime Firewire CEO Mark Price, who is retiring and moving to South Africa.

We reached out to Dylan, who has spent nearly two decades at Rip Curl, for comment this afternoon, and he sent the following statement:

“I am incredibly grateful for my 18+ year journey at Rip Curl and all the great people I had the privilege of working with along the way,” he said.

“That said, I am absolutely thrilled to have the opportunity to lead Firewire as the next CEO. I have deep respect and admiration for what Mark Price and the talented team at Firewire have built, the brand’s premier positioning in the marketplace, and its commitment to innovation and sustainability. Thanks to Mark’s leadership, I couldn’t be inheriting a better opportunity, and we all wish him the best as he enters retirement while returning with his family to his homeland in South Africa.”

“Having the brand anchored by Dan Mann, Tomo, and so many world-class shapers with the active collaboration of Kelly Slater, Rob Machado, and others, all with the goal of building the best surfboards possible, creates boundless opportunities for the future. I couldn’t be more excited for this next chapter,” Dylan said.

Dylan’s start date at Firewire has not yet been determined.

Dylan is a key member of the global Rip Curl leadership team. He started his career at the brand right out of college as the team/promotions manager in the marketing department.

He worked his way up the ranks in various marketing and e-commerce roles. Before becoming president of North America in 2018, he served as senior vice president of sales, marketing, and technical products. In that position he had profit and loss responsibility for wetsuits, watches, and bags, in addition to wholesale sales, marketing, and e-commerce.

Dylan led Rip Curl’s North America business during the pandemic, and through all the supply chain issues and surge in demand for wetsuits and other surf goods that it created.

Rip Curl, now owned by publicly traded company KMD Brands, which is based in New Zealand, has big plans for the North America region. KMD leaders have previously announced the goal of doubling the size of the North America business across Rip Curl stores, online, and wholesale channels.

Read our most recent interview with Dylan and Global Rip Curl CEO Brooke Farris here.

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