New Rip Curl CEO Ashley Reade Shares Go-Forward Strategy

Reade spoke with SESO about the centralization of product teams in Australia, his strategy for the North American market, and more.

Published: December 17, 2025By Tiffany Montgomery

RipCurl_AshleyReade_GraceGorman-_StephanieGilmore_JamesTaylor

Rip Curl CEO Ashley Reade, GM of Product Grace Gorman, Rip Curl Surfer Stephanie Gilmore, and GM of Marketing James Taylor in front of a new Rip Curl store in Bondi Beach. Photo courtesy of Rip Curl.

It says a lot about a leader when people who were laid off during his tenure still speak very highly of him.

THIS ARTICLE IS AVAILABLE TO OUR EXECUTIVE EDITION MEMBERS.

If you think you are already an Executive Edition member and you’re getting this message, it’s possible your membership is on hold because your credit card expired. You can update your card here. If you have any trouble and need help, please click here to email our customer care specialist.

Posted in: Executive Edition

Tagged with: Ashley Reade, KMD Brands, Rip Curl