The Modern CEO

By: Editor | November 04, 2008 | Profile

Pierre-André Sénizergues
Patron of the Environment
CEO Sole Technology

Pierre André Sénizergues is the owner and CEO of Sole Technology, parent company of Etnies, éS, Emerica, ThirtyTwo and Altamont. Sole Tech-
nology is a global leader in the authentic action-sports footwear and apparel industry. As the first footwear and apparel company owned and operated by a former world champion skateboarder, Sole Technology products have consistently delivered innovation in performance, authenticity, technology and style for more than two decades and remains one of the largest privately held companies in the world. 
Malibu Magazine: How does a middle-class, Parisian freestyle skateboarder become the chairman and chief executive officer of the biggest shoe conglomerate in the action-sports industry?
Pierre André Sénizergues: I think this can be applied to anyone who is doing something they love. It comes from passion and commitment. Growing up in Paris, I dreamed of coming to California to skate, so I followed my dream and gave up my life as an engineer to become a world champion skateboarder. From years of skating, I saw a void in the industry: skateboard shoes designed by a skateboarder. I took this and ran with it, and here I am today. My love and passion for skateboarding have played a big part in my success, and keeping my company privately held allows me to keep it authentic.
When you moved from France to California in the ’80s you lived in your car. How has that experience shaped your life and your professional point of view?
It absolutely changed my professional point of view because I remember those days and the struggles I faced. I look at where I am today and I see that it helped shape who I am. I still have that van, and it serves as a reminder to stay true to my roots, to stay committed to my love and passion for the action-sports industry and to always give back.

How big is Sole Technology from a market-share and revenue point of view?
Sole Technology has more than 400 employees and is distributed in more than 70 countries around
the world. Our revenues are around $200 million with headquarters in Lake Forest, Calif. We also have offices in New York, China, the United Kingdom, Spain and our European headquarters are based in Amsterdam.

Culturally, what is it that separates skate-boarding/skateboarders from every other sport?
Skateboarders are a culture all their own from the music they listen to, to art and the way they dress. It is a tight-knit family that unites one skateboarder to another — breaking boundaries and thinking outside the box. It’s about a community that looks to defy convention!

Was there a pivotal moment in the history of Sole Technology, a decision or an event that took Etnies from a relatively unknown shoe company to a leader in the worldwide action-sports industry?
The skate shoe craze really took off after I brought etnies to the United States in the ’80s, and from there the brand built solid momentum and has grown tremendously over the years.

Do you look to any companies or other CEOs for inspiration? If so, who and why?
There is a mutual respect among those in the action-sports community from our passion and understanding of the sports we love. I especially admire the companies who practice corporate responsibility in regards to the environment. After all, we all need clean air to skate, clean water to surf and clean snow for snowboarding. I have had many heroes throughout my life. I have always been inspired by people who think outside of the box and make positive changes in their companies. One of my standouts is Yvon Chouinard, founder and owner of Patagonia.

Can you describe some of your environmental initiatives?
Environmental preservation plays a significant role in my everyday life, from the food I eat to the architecture of my home to how I get to work.
As a business owner, I understand the importance of corporate responsibility and giving back to the environment. At Sole Technology, I have implemented several initiatives including installation of 616 solar panels, conversion to water-based cement manufacturing and hiring the first-ever environmental affairs manager in the industry.
Our most recent initiative included an ecological footprint audit that we conducted companywide to understand how our business practices impacted the environment. Our findings led us to set up an aggressive yet attainable goal of becoming a carbon-neutral company by 2020.
Small changes can have a profound impact from recycling your trash to switching to energy efficient appliances. Every time you spend a dollar you are voting for something, so vote for things that support the environment.

Do you have any advice for a young entrepreneur starting his or her own business?
Listen to yourself. Many people told me that I was crazy to want to start a shoe company since I was just a skateboarder and knew nothing about making shoes. I was committed to creating the best skate shoe in the industry. With that goal in mind, I knew I could learn the rest.

How did you get involved in 11th Hour, the environmental film starring Leonardo DiCaprio?
I got involved through my [connection] with Global Green USA, a national environmental organization addressing and creating a new approach to solving the world’s most pressing environmental challenges by reconnecting humanity to the environment. The film supports my commitment to the environment by creating awareness and continues the process of educating our future leaders on possible solutions to reduce our impact on the environment. As an executive producer, I invested not only monetarily, but provided my input, insight and passion into working with Tree Media and Leonardo DiCaprio to be sure the overall positive message and solutions were conveyed throughout the film. It was definitely a great experience! My knowledge and perspective as a business owner taking corporate responsibility to the next level had a positive impact on the making of the film. I truly believe that it is the youth today who will need to rise up to make a difference. My input in the film was always from that perspective, and since I create brands for youth, it was something valuable that I brought to the table every time I met with the directorial team.

What are your future goals for Sole Technology?
I see Sole Technology continuously growing and evolving as skateboarding progresses. We want to increase the longevity of riding for skateboarders by creating products with quality, function and style. We do this through our biomechanics lab, Sole Technology Institute. My vision is to see skaters today skating 30 years from now. I would also like to continue to be a positive example as an advocate for the environment and as a corporate citizen making a difference by revolutionizing the way Sole Technology does business, finding more environmentally friendly practices every day and inspiring others to make a change. 

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