Mistral has named Steve West as its new international brand manager. West will play an active role in the company's evolution into stand-up paddle boarding (SUP) and assist with Mistral's licensees. He will be working in close association with Mistral's managing director, Ado Huisman, to realign the brands focus and direction. West brings to Mistral over 35 years of industry experience from windsurfing, outrigger canoeing and stand-up paddle boarding sports. He began his windsurfing career in 1979, becoming one of Britain's earliest windsurfing professionals. At the same time, he started a career in freelance writing and photography. In 1983 he moved to Australia. In 2006, he authored “Stand Up Paddle – A Paddlers Guide,” widely considered as a sort of SUP Bible. He was chief executive of the Academy of Surfing Instructors Europe for two years.

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