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Patrik Schmidle


Patrik Schmidle has more than 20 years of leadership experience in business management, market research, and point-of-sale analysis across a variety of different industries, including healthcare, technology and sports. One of his former leadership positions include managing the NPD Group's Sports Business, which delivers market research solutions to the worlds largest and most recognized sports brands.


Patrik now leads the ActionWatch business that services the action sports eco-system, including manufacturers, specialty retailers and trade associations focused on marketing to core surf and skate consumers.


Since moving to California almost 30 years ago, Patrik has become passsionate about surfing. When he is not enoying the ocean he spends his free time coaching his son's soccer, basketball, or flag football teams.




John Lafkoff

Retail Relations Manager

John comes to ActionWatch as a surf industry veteran with more than 20 years experience. His career began in the late 70's in production management at Country Scruffs Clothing Company, the first junior apparel business in the surf industry. From there he helped launch operations for Gotcha Sportswear and Beach Towne Clothing. As he managed the day to day operations John developed relationships with many surf retailers. Then Raisins Swimwear recruited John to oversee all aspects of retail credit, and after three years John launched his own business working with select surf and skate companies on various projects. Listed among these companies were Sole Technology, Yaga Sportswear, Spot Sport and California Proline.


John Graduated from St. John's University in New York City with a degree in Business Management. Having worked with retailers throughout his career, John has joined ActionWatch to manage communications with the current retail panel while being responsible for recruiting and developing new retail panel members.