North Actionsports Announces Strategic Evolution and Strengthened Global Organization

North Actionsports today announced a major step forward in its global evolution, unveiling a new organizational structure designed to accelerate innovation, enhance product development, and support the company’s next phase of growth. As part of this strategic transformation, North Actionsports will consolidate all Product & Development operations in Europe. This decision reflects the company’s commitment to streamlining collaboration, increasing efficiency, and positioning its teams at the center of its key markets.

This transition will include the closure of the New Zealand Brand & Design office. North Actionsports extends its sincere gratitude to the entire NZ team for their dedication and contributions over the past eight years, with a special acknowledgement to Mike Raper for his exceptional commitment and leadership, taking the brand from a startup with nothing more than a logo, to a global leader in the market of Kiteboarding & Foiling.

The new European-based structure will introduce a sport-category–driven organization, enabling clearer focus, deeper expertise, and stronger alignment with athletes and consumers across all disciplines. Up to 10 new positions will be created and recruited, reflecting the company’s strong momentum and supporting its continued growth and expansion into new opportunities.

North Actionsports also announces the departure of Max Blom, whose energy, passion, and strategic contributions have been instrumental in shaping the brand from its starts, more than 20 years ago. Besides that, Max played a crucial role in bringing North and Mystic together under the new holding company North Actionsports Group. The company expresses its heartfelt thanks to Max and wishes him continued success in his future endeavours. At the same time, we are pleased to welcome Clinton Filen, who joins the organization to help lead this next chapter as Chief Brand Officer. Clinton brings extensive industry experience, a proven track record of brand building, and a deep understanding of the global actionsports community.

“These changes mark an exciting moment for North Actionsports,” said Cedric Georges, President of North Actionsports & North Sails Apparel. “By reshaping how we work, sharpening our focus, and bringing in exceptional talent, we are positioning the company for long-term success while honoring the incredible people who have brought us to where we are today.”