PrAna Living, LLC, has brought Michael Crooke, a veteran outdoor industry executive, on board as the company's new CEO. In this position, Crooke will be responsible for managing company operations and building a strategic plan to share prAna’s story with an emerging audience of conscious consumers.
“PrAna is a brand I have always admired for achieving that rare balance of staying true to its core values while continuing to innovate and grow,” Crooke said. “PrAna also has a very real connection with its customers, which is especially important today, as consumers are looking to associate themselves with brands they can feel good about.”
Company founders Beaver and Pam Theodosakis will remain instrumental in the brand’s success. Beaver will have an integral role in prAna’s future vision while Pam will continue in her role as head of product design.
“We were looking for a savvy business leader who shares our ideals and ethos,” said Beaver Theodosakis. “Michael is a forward-thinking, progressive leader, and we are excited to work with him to realize the full potential of the prAna brand.”
Crooke was previously CEO for Revolution Living where he worked in partnership with founder Steve Case to inspire people to live more balanced and meaningful lives. From 1999 to 2005, Crooke served as president and CEO of Patagonia, Inc., and helped to establish the brand as a world leader in social responsibility. Michael was also CEO and Chairman of Pearl Izumi, a premier manufacturer of cycling and performance apparel, and a managing director of Kelty Packs. Early in his career, Crooke served as a Navy SEAL for four years. He holds a B.S. in forestry and an M.B.A. from Humboldt State University and a Ph.D. in management from Claremont Graduate University.
Throughout his career, Crooke has shown a deep commitment to protecting the environment and promoting sustainable lifestyles. He has served on the board of directors of the Conservation Alliance, Santa Barbara Channel Keepers and 1% for the Planet. Crooke currently serves on the boards of Earth Day Network and Miraval Living.