C4 Waterman reports that Bob Rief has joined the company as chief operating officer, effective immediately. Rief joins the company with a track record that includes service as president of Nike Golf; VP of Callaway Golf; CEO of Reef and, most recently, CEO of Sanuk. Rief will operate from C4 Waterman's new Mainland USA headquarters in Cardiff by the Sea, CA.

“It is the waterman element of C4 that first attracted me to the brand,” said Rief.

“The opportunity to join with reputed watermen and businessmen like Brian Keaulana, Todd Bradley and Mike Fox in a business that is dedicated to the development of innovative waterman's tools is very appealing.

“I look forward to being a part of the company's exciting growth and expanding global business.”

C4 Waterman was launched in January, 2007, and has played an integral part in the revival and perpetuation of the sport of stand up paddle – or “beachboy” – surfing. The sport originated in Hawaii in the 1940s through the creativity of Waikiki's famed Beachboys, who combined their two passions of surfing and canoe-paddling. C4 Waterman was founded by partners Brian Keaulana, Todd Bradley, and Mike Fox, all out of Honolulu, Hawaii.