Our Team

SurfStitch Group has a unique, youthful and entrepreneurial culture lead by a team of global change makers. The group now employs over 450 people across our offices and distribution centers in Australia, England and North America.

SurfStitch Board

SurfStitch has a highly committed Board of directors whose leadership and diverse backgrounds bring a vast amount of experience in omni channel retail, action sports, technology, finance and strategy.

Sam Weiss

Sam Weiss


Sam Weiss has been a professional Non-Executive Director and Chairman since 2001 and has served on a variety of listed and private retail, ecommerce and technology company Boards. He is currently Chairman of Altium, a leading developer of electronic design software for printed circuit boards, 3PLearning Limited, a global leader in K to 12 online education and Ensogo Limited, an online retail marketplace. He is a former Director of OrotonGroup Limited, Breville Group Limited and iProperty Limited.

Mike Sonand

Mike Sonand

Group Chief Executive

Mike has had an extensive career in the retail sector both in Australia and internationally. Mike was appointed Group Chief Executive of SurfStitch in June 2016. His previous roles include COO of the Charles Parsons Group and CEO of M Webster Holdings and Globe International. Mike also held senior executive roles at Pacific Brands, Globe International, Just Jeans Group and Myer.

Harry Hodge

Harry Hodge

Independent Non-Executive Director

Harry Hodge has more than 30 years of experience in the apparel, board sports and fashion industry. Currently, Harry serves as the Deputy Chairman of Surfing New South Wales. He has held previous Director roles for SurfAID International and the European Board Sports Association, EuroSima. From 1984 to 2004, Harry served as the CEO and Executive Chairman of Quiksilver Europe and the Executive Director of Quiksilver from 1996 to 2005. Harry’s experience adds strong connections to the surfing industry and a proven ability to develop strategies and deliver growth to the SurfStitch Group Board.

Abigail Cheadle

Abigail Cheadle

Independent Non-Executive Director

Abigail is an independent director, business graduate, and chartered accountant with over 20 years’ experience. She is also on the Board of Qantm IP Limited and is the Chair of their Audit, Risk and Compliance Committee. The first part of Abigail’s career was dedicated to restructuring sovereign debt in Eastern Europe and the Middle East and to restructuring publicly listed companies in Asia. Before joining listed boards, she established/ managed successful forensic accounting practices in Asia.



SurfStitch Group is the World’s leading online content and action sports store to over 6 million action sports enthusiasts. From impression to purchase, we are connecting our audience to every aspect of the action sports and surf lifestyle through content-rich engagement, athlete lead publishing and linking with them all the way through to shopping over 700 of the world’s leading brands.

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The Management Team

Our global management teams are built from high performing individuals who have grown and developed with our businesses over time, all of which have impressive technology, media, publishing, retail and strategy backgrounds.

With senior management positioned across the globe, we internationally leverage marketplace trends, technology and relationships to drive better business outcomes.

Our People

SurfStitch Group now employs over 450 people globally in 10 locations across media, publishing, logistics, finance, technology, buying and marketing. Our people are core to our business and strategy. Through employee engagement, a strong and attractive business culture and compelling employee benefits, we attract and cultivate industry leading teams.

Our Culture

SurfStitch Group has a unique, youthful and entrepreneurial culture where high performance and innovation are globally recognised.

The group offers employees an exciting and unique opportunity to travel the world to work in a range of iconic locations including Australia - Gold Coast, Sydney & Bondi, Europe - UK (London & Devon) and France, USA - Southern California and Venice, and Japan.

The fast paced, vibrant and energetic culture that surrounds action sports and youth culture is at the core of our people.

Join Us!

SurfStitch offers outstanding people the opportunity to join a truly remarkable organisation. To understand what career opportunities exist across the world, within our group of companies click the link below.

Careers at SurfStitch