Subtotal Distribution, a leading distributor of premium surfboards and accessories, is excited to announce the addition of two key executives to its leadership team: Mike Milliken as Executive Vice President and Matt Jones as Director of Sales. Together, they will spearhead global sales initiatives for leading Thunderbolt Technologies Surfboards brands which include CJ Nelson Designs, Tolhurst/Harley Ingleby, Kai Sallas Longboard Company, and Skindog Surfboards. Additionally, Mike and Matt will have responsibility for the company’s Surf Crime Surfboards lineup of soft deck boards, and Flying Diamonds of California Surfboard Fins.
Yu Sumitomo, Mike Milliken and Matt Jones. Courtesy of DPS Skis and PHANTOM Glide
Mike Milliken brings over 30 years of experience in the action sports industry including the past 18 years with Firewire Surfboards. Mike was with Firewire since its inception and had many responsibilities including running sales and distribution in the US where he oversaw the brand to its market leadership position. Mike has a deep understanding of market dynamics and consumer trends and enjoys exceptional relationships with core surf dealers, the focus of Subtotal’s business. As Executive Vice President, Mike will focus on enhancing brand positioning and driving revenue growth across all markets.
“I am thrilled to join Subtotal Distribution during this exciting time of growth,” said Milliken. “I’m particularly excited to lead the Thunderbolt Surfboards brands. These are the most advanced and best-performing boards in the market. Having had the honor of heading up sales as a licensee of Thunderbolt boards from 2019 to early 2024 during my tenure at Firewire Surfboards, I can’t wait to work with dealers and continue the work I started now that global distribution of the Thunderbolt brands is back under the control of Yu Sumitomo.”
Matt Jones, a seasoned sales professional with decades of experience in the surf industry, will take the helm as Director of Sales. Matt joins Subtotal after years in sales management with Rusty Surfboards, Surftech, and 10 years at Surfhardware International/FCS. Matt is known for his dynamic approach to relationship building and strategic sales initiatives and will play a crucial role in expanding Subtotal Distribution’s market reach and enhancing customer engagement in North America.
“I am excited to join Subtotal Distribution and collaborate with such an incredible team,” said Jones. “Our goal is to work with our dealers to ensure that every surfer has access to the best products on the market, and I’m committed to making that vision a reality.”
Yu Sumitomo, founder of Thunderbolt Technologies, Japan, expressed his enthusiasm about the new appointments, stating, “We are excited to welcome Mike and Matt to the leadership team. Their extensive industry knowledge and unwavering commitment to our dealers will be instrumental in taking our organization to the next level. I look forward to seeing how their leadership will drive our brands forward in the global market.”
The addition of Mike and Matt is part of Subtotal Distribution’s ongoing commitment to strengthening its position as a leader in the surf industry. With their extensive backgrounds and shared passion for surfing, they will be instrumental in driving the company’s mission to deliver high-quality products and exceptional customer service.
About Subtotal Distribution
Subtotal Distribution is a premier distributor of surfboards and accessories, representing top brands such as Thunderbolt Technologies Surfboards, Surf Crime Surfboards, and Flying Diamonds of California Surfboard Fins. Based in Oceanside, California, we are dedicated to providing innovative products that enhance the surfing experience for enthusiasts around the globe.
