As 2025 comes to a close, SESO reached out to a wide range of industry leaders for their reflections on an unpredictable year, and what they are focused on for 2026.
Roark CEO Jason Steris is an industry veteran who brought his deep experience leading companies such as Volcom and Troy Lee Designs to the growing surf, outdoor, and active industry brand. Steris also served on Roark’s board of directors for several years before becoming Roark CEO at the end of 2023.
What is the most important business lesson you learned in 2025?
New Roark ambassador Koa Smith at the Eddie Aikau Big Wave Invitational opening ceremony. Photo by Shakir Serdani, courtesy of Roark.
Roark CEO Jason Steris: The biggest takeaway from 2025 was the importance of staying nimble. This year reinforced how quickly plans can change and how critical agility is when conditions are shifting daily. We developed multiple planning scenarios to mitigate tariff impacts and made real-time decisions across sourcing, logistics, and pricing. Our priorities were to maintain on-time deliveries, stay competitive, minimize disruption for retail partners and protect margins. Thanks to a fast-moving, adaptable team and supportive suppliers, Roark executed effectively and continued to make progress this year.
What are you worried about for 2026?
Roark CEO Jason Steris: Heading into 2026, two main concerns are consumer behavior and tariff uncertainty. The ongoing volatility around tariffs continues to complicate country-of-origin decisions and product margin forecasting. While our team has done an excellent job building flexibility into sourcing and product development, a more consistent trade policy would provide much-needed stability for long-term planning. Both factors ultimately impact consumer sentiment and inventory management.
What are you investing in and/or optimistic about for 2026?
Roark CEO Jason Steris: Readiness, timing, and opportunity are aligning for Roark, and we see 2026 as a pivotal step forward for the brand. Outdoor participation remains strong, and there’s renewed energy among brands and retailers who are evolving while staying grounded in culture and community. Our product progression is driving strong sell-through and healthy pre-books so we’re doubling down on product innovation and marketing to support the momentum.
We’re leaning into the wholesale channel, expanding in-store buildouts to support category growth and further develop partnership programs. We’re also entering 2026 with a refined ambassador program and strategy, led by the addition of Koa Smith. Beyond his credibility in surf and outdoor culture, Koa’s platform in health, wellness, and mindful performance aligns perfectly with our mission to inspire discovery and seek adventure around the world. We plan to integrate Koa across content, product storytelling, product capsules, and community engagement.
Anything else you’d like to add about 2025 or 2026?
Roark CEO Jason Steris: Change is inevitable, but the pace is faster than ever, and we all need to keep up with the consumer. It’s an exciting time right now. Emerging brands and mid-size players are bringing fresh energy with unique brand and product stories, along with more premium and high-quality product offerings. The “sea of sameness” era feels well behind us, which is a healthy shift for the industry. Purpose, commitment, and creativity will remain the pillars that move us forward. We’re optimistic about what’s ahead.
