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The Team
Where the Passion Begins
John Chenciner
Founder and CEO
John Chenciner is the Chief Executive Officer and Founder of Surf 9. A lifelong entrepreneur, John brings constant innovation to the sporting and consumer goods industries. John has over 40 years of experience in design, global manufacturing, private labeling, sales, and marketing.
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No stranger to hard work and persistence, John developed his first successful product as a teenager in Montreal, Canada, which he then quickly grew into Canada’s largest skateboarding company. Focused on creating innovative solutions, he was determined to make a better roller skate. A natural collaborator, John worked with engineers at DuPont to develop and patent the first composite chassis for roller skates. This new experience with injection molding led John into the footwear industry, creating Canada’s largest direct injection shoe factory until off-shore production shifted the global market and he moved production to China.
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John relocated to Florida and in 2005 launched Surf 9, recognizing an opportunity to combine his lifelong passion for paddling and problem-solving. Since procuring the Body Glove License in 2005, John has amassed multiple patents for design and utility for both sporting goods and footwear. He has led the company to become the third-largest retailer of paddle boards worldwide and to be listed as #2439 on the Inc 5000 Fastest-Growing Private Companies list in 2018.
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John has fostered a company culture that's a perfect balance between relentless work ethic and enjoying life to its fullest. Building a team of experts, John leads by example and demonstrates persistence each day, encouraging his team not only to give their best, but to constantly raise the bar and identify new ways to do things better. It is this team culture that John attributes as the “secret sauce” to their competitive advantage.
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John resides in Florida with his wife and has two adult children. You can find John and his family “product testing” around Florida or at his lake house up north each summer.
Marshall Crosby
COO
Marshall Crosby is the Chief Operating Officer at Surf 9, responsible for driving business operations and building the team culture. Passionate about the business, he has assembled a team of driven and experienced individuals to manage key deliverables across Surf 9. A strategic leader, he is integrated into all aspects of the business, with an ability to quickly advance new opportunities for exceptional growth and long-term success.
Before joining Surf 9 in 2015 as employee #2, Marshall spent seven years as a Senior Planner at Chico’s FAS. Prior to that he worked as a Planning Manager at Mervyns and got his start in retail at Foot Locker. Marshall holds a Bachelor’s degree in International Business from Johnson & Wales University.
Marshall resides in Florida with his wife and young son. Passionate about the outdoors, Marshall organizes many of the Surf 9 social activities including BBQ’s on the beach or a round of golf.
Vince Matchett
Account Manager of Footwear
Vince Matchett is the Account Manager of Footwear at Surf 9, responsible for all related footwear business including sales, product assortment, and marketplace distribution strategies. He joined the company as a former Retail leader with 25+ years of buying, allocation and planning experience including positions at Chico’s FAS Sears, and JC Penny.
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His leadership skills and experience in growing sales and profits through product and building relationships are a great addition to Surf 9. Vince has a true passion for providing consumers with high-quality products that target their needs while being affordable, reliable, and suitable for their lifestyle.
Rachele Mills
EVP Planning and Analysis
Rachele Mills is the EVP of Planning & Analysis at Surf 9. As a trusted business partner, she is responsible for strategic planning, forecasting, and sales optimization. A valuable extension to our sales partners, she seamlessly integrates directly into their planning teams to deliver exceptional service to maximize their inventory management. She is responsible for creating and executing product flow plans, that fuel the strategies and success of our partner's profitability.
Before joining Surf 9 in 2017, Rachele was the Sr. Director of Merchandise Planning at Chico’s FAS and developed her career at L Brands, spending 14 years in various roles, the last being Director of Merchandise Planning for the Limited Stores brand. Rachele holds a Bachelor of Business Administration from Ohio University.
In her free time, Rachele can be found cheering on her twin daughters who play softball and run track & field and cross country.
Hang Matchett
EVP Operations and Technology
Hang Matchett is the EVP of Operations and Technology at Surf 9. In her multifaceted role she oversees product development, sourcing, logistics, fulfillment, transportation and distribution where she ensures the effective and efficient management of costs and resources to maximize profitability. A results-oriented and driven leader, Hang brings over 25 years of experience to the team. Her background includes managing strategic initiatives, running a project management office, collaborating on business developments, and leading planning, allocation, and merchandise systems. Recognized as a dynamic team leader, Hang energizes and motivates team members to achieve their potential and deliver results through critical strategic initiatives.
Prior to Surf 9, Hang held significant roles at Cato Corporation, Chico’s FAS, Home Shopping Network (HSN), Sears Holdings, and JC Penney’s. She holds a Bachelor of Business Administration from the University of North Dakota.
Hang resides in Southwest Florida and enjoys spending her free time with family, relaxing by the pool, and reading.
Hang resides in SWFL and enjoys spending her free time with family, relaxing by the pool, and reading.