Woo!

Unless you live in Southern California or work in the surf biz, Eric Crane's name is probably

unfamiliar to you. But you undoubtedly know his work, and perhaps you've been a beneficiary of it.

Without an advanced degree, he's worked his way from the most entry-level positions at tiny

surf brands through the ranks in

various roles to witness, then oversee, and then orchestrate brand acquisitions and

buybacks from billion-dollar corporate conglomerates. In the surf world, we've seen

homegrown brands with founders who don't have the experience

to navigate scaling their business to supply their new worldwide demand.

And we've also seen non-surfing Ivy League NBA swoop in in an attempt to scale the business,

but then alienate the core.

Well, Eric has sat nestled in the nexus between those two examples and has succeeded

in doing what so many others learn that they are unqualified for. So there is lots to learn from

Eric here today. But before we do, we're going to take a moment to shower some praise on our partners.

Veyer watches actually gifted today's guest,

a beautiful C-5 solar-powered field watch.

You'll hear that later in today's show.

They've also recently partnered with the North Shore Lifeguard Association

and outfitted all of the guards,

including the Eddie winner Luke Shepardson.

So if you want the ultimate ocean

ready waterproof guaranteed American assembled timepiece, Veer is spelled V-A-E-R, and we will save

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