The Team

Where the Passion Begins

John Chenciner

Founder and CEO

John Chenciner is the Chief Executive Officer and Founder of Surf 9. A lifelong entrepreneur, John brings constant innovation to the sporting and consumer goods industries. John has over 40 years of experience in design, global manufacturing, private labeling, sales, and marketing.

No stranger to hard work and persistence, John developed his first successful product as a teenager in Montreal, Canada, which he then quickly grew into Canada’s largest skateboarding company. Focused on creating innovative solutions, he was determined to make a better roller skate. A natural collaborator, John worked with engineers at DuPont to develop and patent the first composite chassis for roller skates. This new experience with injection molding led John into the footwear industry, creating Canada’s largest direct injection shoe factory until off-shore production shifted the global market and he moved production to China. 

John relocated to Florida and in 2005 launched Surf 9, recognizing an opportunity to combine his lifelong passion for paddling and problem-solving. Since procuring the Body Glove License in 2005, John has amassed multiple patents for design and utility for both sporting goods and footwear. He has led the company to become the third-largest retailer of paddle boards worldwide and to be listed as #2439 on the Inc 5000 Fastest-Growing Private Companies list in 2018.

John has fostered a company culture that's a perfect balance between relentless work ethic and enjoying life to its fullest. Building a team of experts, John leads by example and demonstrates persistence each day, encouraging his team not only to give their best, but to constantly raise the bar and identify new ways to do things better. It is this team culture that John attributes as the “secret sauce” to their competitive advantage.

John resides in Florida with his wife and has two adult children. You can find John and his family “product testing” around Florida or at his lake house up north each summer.


Dan Thompson

Chief Financial Officer

Dan Thompson is the Chief Financial Officer at Surf 9, responsible for the financial health and day to day activities of the company. A tactical executive, Dan is passionate about expanding this thriving company to reach its maximum capabilities.


Before joining Surf 9 in 2018, Dan served as Chief Financial Officer and Executive Director of the Specialists in Urology Surgical Centers for over 10 years. Dan holds an M.B.A. in Finance from Xavier University and a Bachelor of Science in Accounting and Finance from the University of Cincinnati.


In his free time, Dan is a commercial photographer, and loves to spend his free time with his family.


Marshall Crosby


Marshall Crosby is the Chief Operating Officer at Surf 9, responsible for driving business operations and building the team culture. Passionate about the business, he has assembled a team of driven and experienced individuals to manage key deliverables across Surf 9. A strategic leader, he is integrated into all aspects of the business, with an ability to quickly advance new opportunities for exceptional growth and long-term success.

Before joining Surf 9 in 2015 as employee #2, Marshall spent seven years as a Senior Planner at Chico’s FAS. Prior to that he worked as a Planning Manager at Mervyns and got his start in retail at Foot Locker. Marshall holds a Bachelor’s degree in International Business from Johnson & Wales University.

Marshall resides in Florida with his wife and young son. Passionate about the outdoors, Marshall organizes many of the Surf 9 social activities including BBQ’s on the beach or a round of golf. 


Luke Hopkins

President of Watersports

Luke Hopkins is the President of Watersports at Surf 9, responsible for the Body Glove watersports brand since its introduction in 2016. Luke is an ambitious product developer, whose achievements as a champion paddler help him to create incredible outdoor experiences that inspire customers to do the unexpected.

Before joining Surf 9 in 2013, Luke played an integral part in the creation of an entire category in board sports as Sales and Brand Manager with OneWheel. Proud to bring the product to consumer viability, Luke was also responsible for manufacturing relationships and inclusion of the product in over 130 retail chains.


As a professional athlete, Luke has won the Freestyle Kayak Nationals, the Go-Pro Mountain Games, and placed second overall in the World Championship for Freestyle Kayaking.

Luke resides in North Carolina with his wife and two young daughters. In his free time, he can be found on the water with his family, teaching his daughters to imagine the unexpected.

Louie Burgos

President of Footwear

Louie Burgos is the president of the footwear division at Surf 9. He was a Senior Retail executive with 30+ years of Merchant experience including positions at Foot Locker, Champs, and Jimmy Jazz.
His leadership skills and experience in growing sales and profits through product, marketing, and building relationships is a great addition to the organization.