Subtotal Distribution, based in Oceanside, CA, appointed Mike Milliken as executive vice president and Matt Jones as director of sales.

The duo will spearhead global sales initiatives for the company’s Thunderbolt Technologies Surfboard brands (CJ Nelson Designs, Tolhurst/Harley Ingleby, Kai Sallas Longboard Company, and Skindog Surfboards), Surf Crime Surfboards and Flying Diamonds of California Surfboard Fins.

Milliken brings to the company over 30 years of experience in the action sports industry, including Firewire Surfboards for the last 18 years from the time of its founding for product sales and distribution in the U.S. He has strong relationships with core surf dealers, the focus of Subtotal’s business.

“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.”

Jones joins the company after working for years in sales management with Rusty Surfboards, Surftech and ten years at Surfhardware International/FCS.

“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, stated, “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.”

Image courtesy Surf Crime