Industry News 12/26/2007

Creatures of Leisure Appoints Mike Petersen as National Sales Manager

Creatures of Leisure Appoints Mike "Petey” Petersen as National Sales Manager USA

Creatures of Leisure is pleased to announce the addition of Mike “Petey” Petersen to the roster as the National Sales Manager for domestic USA. Having represented some of the biggest names surf and sport, Petey comes to the team with over 12 years sales and marketing experience. “Creatures has an amazing product line and world class team of elite surfers worldwide. Their focus on the surfer and the surf shop is at the core of their existence,” notes Petey.

And as luck would have it I start in this position knowing that Creatures team riders Mick Fanning and Stephanie Gilmore have just won the men and women’s world titles. What a time for the brand” Petey’s appointment coincides with other exciting changes at Creatures of Leisure USA including a move into bigger and better premises at Oceanside CA. An increase in warehouse space ensuring larger volumes of inventory on call at all times. “Creatures brand strength is solid and we are focusing streamlining our US operations and providing excellent customer service for our retailers” adds Shane Partington, International Sales Manager with Creatures of Leisure.

“We kick 2008 off at Surf Expo, Orlando where Petey will have the opportunity to show the full 08 line” For more than 20 years Creatures of Leisure have been at the forefront of surf accessory innovation developing products that ultimately enhance the pure surfing experience.

In 2005, Creatures of Leisure revolutionized surfing leashes with the release of the "Bearing Swivel", which lubricates itself as it spins ensuring continuous friction free rotation and a longer life for the swivel itself.

2006 saw the arrival of the "Slim Fit" Board Cover, which changed the face of board cover design forever. The design team at Creatures developed a revolutionary approach to transporting and protecting surfboards. Due to a unique expandable wall structure, the "Slim Fit" covers tightly encase the surfboard/s inside providing improved protection without unnecessary bulk or weight. All excess material is trimmed away.

2007 sees new products such as the "Hi Lo" Traction and the "DNA" Flex Mould Leashes which will re shape the future of surf accessory production once again. "Hi Lo" Traction design combines the increased grip of a high sitting traction pattern and the deck sensitivity of a low profile pattern, set on the thinnest EVA pad base available. The surfer feels the benefit of maximum purchase underfoot whilst retaining the sensitivity of close contact with their board. Individual traction nodes alternate in height over the length of the pad.

Unlike standard leashes, the "DNA" Flex Mould is bonded to the leash cord in such a way that the two stretch together when under pressure. The unique design allows a "DNA" leash to absorb vastly greater wave impact than a regular leash, improving flexibility and strength and reducing breakages. "Slim Fit" Board Covers, "Hi Lo" Traction and the "DNA Flex" Mould leash are patent pending / registered designed and are another world first innovation from the team at Creatures of Leisure.