Mark Price is a 35-year veteran of the action sports industry. After competing on the ASP World Tour in 1980-81, Price joined Gotcha Sportswear in 1982, a start-up surf wear company. Holding various positions within the company, Price ultimately became vice president of marketing and International. He contributed to revenue growth of USD 1.5M to more than USD 100M over the course of eight years.

After leaving Gotcha, Price started and ran a small surf apparel business for eight years. He later joined Rip Curl as USA marketing director.Shortly thereafter, he made the transition to VP of global marketing for Reef footwear, contributing to high double-digit growth and the eventual sale to VF Corp in April 2005.

It was then he joined start-up surfboard brand Firewire as CEO. Price has led a talented global team and established the company as one of the most innovative and technically proficient surfboard manufacturers in the world. The company prides itself on a strong commitment to producing the greenest, commercially viable product possible, without sacrificing performance and durability.