Key Takeaways:
- La Jolla Group has promoted Chief Financial Officer Nate Boroff to Chief Executive Officer.
- Daniel Neukomm, CEO for the past two years, will stay with the company as Chairman.
- Boroff’s background includes senior finance and operations roles at golf apparel brand TravisMathew.
La Jolla Group (LJG) has promoted Chief Financial Officer Nate Boroff to Chief Executive Officer. Daniel Neukomm, who returned as CEO two years ago, is stepping out of the role and will continue to serve the company as Chairman.
Neukomm announced the change in a memo to employees this week, which he shared with SESO.
The leadership change comes as LJG reshapes its business. In July, the company announced it would exit the O’Neill Clothing license, which it has held since 1993. The move lets LJG focus on its operating platform business, which provides backend services to small and mid-sized brands.
In September, LJG extended the license through Fall/Holiday 2027. Beginning with Spring/Summer 2028, the O’Neill business in the U.S. will transition to Surf & Turf/O’Neill Trademark or its designated licensee.
In the memo, Neukomm listed changes LJG made during his two years as CEO. The company navigated the O’Neill transition and last year’s complex tariff landscape. It also grew its platform business and rebuilt its business model around where the industry is going.
“Nate has been a critical part of all of it,” Neukomm wrote. “For a long time now, he’s been operating well beyond the title of CFO, helping us steady the business in the hard moments and carry the company to where it stands today.”
Boroff joined LJG as CFO in June 2025. Earlier, he spent more than five years at TravisMathew Apparel, a golf apparel brand. He was CFO there from 2010 to 2016, and he also served as Chief Operating Officer from 2010 to 2014.
His other roles include contract CFO for P5 Wear, an athletic apparel and white label services company, from 2022 to 2024. He also co-founded Boen, where he was COO from January 2024 to February 2025. Boroff founded Boroff & Co. in 2008 and was a Partner at Boroff & Nyberg LLP from 2019 to 2023.
“Handing him this company isn’t a leap of faith,” Neukomm wrote. “It’s the most natural decision I’ve made, and he has my full confidence and my full support.”
LJG is also preparing to launch Lightning Bolt, and Hang Ten and Voyager are expanding into new channels.
“We don’t just have a plan anymore,” Neukomm wrote. “We have conviction about our long-term goals and a clear picture of where this company will be five years from now.”
