MISTRAL BV International has named Steve West, as their new International Brand Manager. West brings to Mistral, over 35 years of active, hands-on, industry experience from windsurfing, outrigger canoeing and stand up paddle boarding sports, to the iconic brand name, at a time when Mistral is undergoing an ever growing focus on stand up paddle boarding as its aspirational vehicle and platform for all of its other activities.
West will be working in close association with Managing Director, Ado Huisman, in realigning the brands focus and direction, both for Mistral and its Red Dot Division, which oversees its surf and SUP program and also directly with Mistral’s licensee’s, including Club Mistral and a wide array of producers of Mistral branded designs including; apparel, footwear, home wear, eyewear, bags, watches and cosmetics.
A genuine journeyman and authentic pioneer, across not one, but three differing sports, few individuals have contributed so greatly on a global scale, through intense study, travel, participation and creation of some of the world’s most influential and significant books on the subjects of outrigger canoeing and stand up paddle boarding.
West has also created by commission, outrigger canoeing and SUP instructor courses, used extensively across the globe and has worked directly with the tourism offices of French Polynesia, Micronesia and Fiji in the development of these regions as destinations for paddle sports. His industry knowledge also extends to apparel and accessory design and production, event creation and management.
Ado Huisman, Managing Director of Mistral BV International, said, ‘We are very proud to have Steve join us as our International Brand Manager at Mistral. He has a great talent for understanding and conveying the true water sports ethos of Mistral in wording, upon which the Mistral brand is founded. He brings a wealth of specific and unique expertise that will greatly assist us with our plans to make Mistral, an ever growing premium brand within the surf and SUP industry, while also strengthening relationships with that of our licensees.’
Steve began his windsurfing career in 1979 and at the same juncture, a career in freelance writing and photography, becoming one of Britain’s earliest windsurfing professionals. In 1983 he moved to Australia and in 1989 took up the Pacific wide sport of outrigger canoeing, in which his books, travels and exploits as a professional, are well documented through the pages of his Kanu Culture series of books over a 20 year period, culminating in 4 definitive books on the subject.
West said, ‘Many famous names are associated with Mistral. To be entrusted to take an active role in the companies evolution into SUP sport and to assist in working with Mistral’s licensees, is not only a career highlight for myself, but presents an opportunity to share the sum of the whole of my knowledge and experience accumulated over a lifetime involvement with windsurfing and paddle sports on many differing levels around the globe. I am looking forward to the journey, in playing my part and assisting with reigniting the brand back to being one of the world’s true icons of watersports.’
About Mistral BV International
Peter Brockhaus from Germany, together with Ernstfried Prade, founded Mistral, the most recognized windsurfing brand in the world in 1972, though 1976 is the start date associated with their International Mistral Class Organization racing (IMCO). Today, Mistral has a range of licensees, including Club Mistral and a range of apparel and accessories and since 2007 has focused on SUP as it’s aspirational vehicle of expression and is once again forging strong inroads of innovation in the world of watersports as a leader in its field.
“Mistral Water Life and Living Since 1976” – www.mistral.com