FUEL TV, the global home of action sports events, culture, and lifestyle, today announced the appointment of Gene Pao as President & General Manager, North America. In this role, Gene will oversee all aspects of FUEL TV’s North American business — including content strategy, distribution, advertising and partnerships, marketing, and operations — driving growth across linear, digital, and FAST platforms, including a collection of dedicated 24/7 FAST channels inspired by iconic legacy media brands: SURFERᵀⱽ, POWDERᵀⱽ, SKATEBOARDINGᵀⱽ, and BIKEᵀⱽ. Each channel focuses on its respective sport’s culture, competitions, and storytelling, while together with the flagship channel FUEL TV form the Action Sports Pack, the most comprehensive suite of action sports channels available worldwide. He reports directly to Fernando Figueiredo, Chief Executive Officer of FUEL TV Global.
Gene previously worked at FUEL TV as VP, Digital Media and International Development from 2008 to 2011, when the network was owned by FOX.
“We’re thrilled to welcome Gene back to the FUEL TV family,” said Fernando Figueiredo, CEO of FUEL TV. “Since his earlier time here, Gene has built an outstanding track record in digital media and proven his ability to grow innovative streaming businesses.”
A recognized leader in digital streaming and FAST, Gene has been named twice to Media Play News’ “FAST 30.” At Shout! Factory (now part of Radial Entertainment), he helped make the company one of the first to distribute content and launch FAST channels featuring premium programming on platforms including Pluto TV, Tubi, Twitch, Samsung TV Plus, Roku, Amazon Prime, and Vizio. During his earlier tenure at FUEL TV, Gene pioneered live-streaming broadcasts of landmark action sports events such as ASP (now WSL) competitions, Maloof Money Cup, Vans Protec Pool Party, Red Bull Snowscrapers, and the U.S. Open Snowboarding Olympic Qualifiers, bringing these events to audiences worldwide through both digital and pay-TV platforms as FUEL TV expanded globally.
“I’m stoked to rejoin FUEL TV at such a pivotal moment, as action sports are captivating new audiences across every screen,” said Gene Pao, President & GM, North America. “With emerging platforms like FAST and YouTube, the timing couldn’t be better for FUEL TV to reintroduce itself in the U.S.—the birthplace of action sports. Now that five of the six sports we cover are part of the Olympic Games, and with LA 2028 on the horizon, FUEL TV and its family of channels truly stand as the global home of action sports. Backed by our legacy, authenticity, deep creator relationships, and worldwide reach, we’re uniquely positioned to lead this movement—serving fans, empowering athletes, and helping partners connect with one of the most passionate communities in media.”
About Gene Pao
Gene Pao is a seasoned media executive with leadership experience spanning strategy, distribution, marketing, and digital monetization. He began his media career at Disney/ESPN Media Networks as Director of Distribution Strategy in 2001 and later served as Executive Director, Business Strategy and Development. He went on to hold senior roles at FOX Interactive Media, FUEL TV, YouTube, Golf Channel, and NBC’s The Biggest Loser, where he led digital initiatives and subscription businesses. At Shout! Factory, Gene rose from VP of Digital (2013) to EVP, Strategy & Digital (2021), overseeing the company’s growth across streaming, distribution, and FAST.
About FUEL TV
FUEL TV is the leading global network dedicated to action sports and youth culture, featuring surfing, skateboarding, snowboarding, freeskiing, BMX, MTB, motocross, and more. Founded in 2023 by FOX, Available in over 120 countries and across major pay-TV, connected-TV, and FAST platforms, FUEL TV showcases live events, original series, films, athlete stories, and real-time highlights that celebrate the progression and creativity of action sports. In 2025, FUEL TV expanded its global ecosystem with the launch of its FUEL TV Verticals — a collection of dedicated 24/7 FAST channels inspired by iconic legacy media brands: SURFERᵀⱽ, POWDERᵀⱽ, SKATEBOARDINGᵀⱽ, and BIKEᵀⱽ. Each channel focuses on its respective sport’s culture, competitions, and storytelling, while together with FUEL TV form the Action Sports Pack, the most comprehensive suite of action sports channels available worldwide.
For more information, visit www.fuel.tv and follow @FUELTV on social media.
