Joe Mc Swiney
OVERVIEW
Visionary strategic CEO with extensive track record in achieving innovation driven market leadership for premium consumer hard goods global brands. Extensive experience in outdoor, tactical and lifestyle. Expert in product driven market winning strategy. Highly skilled in systematically upgrading business capability. Strong foundation in manufacturing and sustainability. Passionate about creating high performance culture built on accountability and positive workplace. Interested in strategic upgrades, founder transitions, private equity and venture capital backed opportunities.
CORE SKILLS
l Strategic Planning l Product Innovation l Team Leadership l Manufacturing l Lean Supply Chain l Sustainability l Turnarounds l Founder Transition l Positive Culture
PROFESSIONAL HISTORY
Nua Holdings LLC., Mercer Island, WA, USA
2020 - Present
Principal
Nua Holdings was founded by two seasoned Outdoor and Lifestyle industry executives to create a new paradigm in business ownership succession. The essential nature of this paradigm is operator vs finance led, long term investment term, low financial risk strategy with emphasis on manufacturing, innovation, positive culture and progressive values. The scenario also includes the potential to rapidly integrate complimentary businesses to create superior customer utility and growth potential. The initial target sector is Outdoor Recreation. Investment has been secured and first acquisitions are expected to execute in 2021.
The role of Principal is as follows:
Founder.
Source Investment.
Source Acquisitions.
Execute acquisition and integration.
Build corporate culture and team.
Operate whole or subsections of the business as best suits available skill sets.
SOG Knives & Tools Inc., Lynnwood, WA, USA
2016 – 2020
(Private Equity held premium consumer hard goods, approx. $30M turnover.)
CEO
Founded in 1986, SOG pioneered the original concept of specialty knives, later extending into multi-tools and building a reputation for excellent quality, unique design and innovation. Purchased by its first Private Equity owner in 2008, SOG made a strategic pivot to low end mass market. This drove substantial growth for about 5 years until the quality reputation caught up with the brand. A strategic pivot initiated in 2018 yielded a return to growth and profitability in 2020.
Comprehensively turned around a declining business to 27% growth and 12%+ EBITDA.
Built a new executive team.
Established a winning market and product strategy.
Refreshed the brand and upgraded product to critical market acclaim.
Pivoted the business direct to consumer, reducing exposure to traditional retail decline.
Established a high performance, high engagement and positive company culture.
Collaborated with the founder to re-integrate with the business and preserve legacy.
Cascade Designs Inc., Seattle, WA, USA
2006 – 2016
(Privately held $130M US multi-national – outdoor sporting goods house of brands)
President / CEO
Brands include: Therm-a-Rest, MSR, Platypus, SealLine. Founded in 1972, at the vanguard of the Outdoor Recreational ‘70s boom. Initial growth was driven by innovation, acquisitions and superior execution. In 2005 a share buy-back concentrated ownership in one founder family. This triggered a leadership change at a time when the legacy market position had been eroded by multiple smaller start-ups. Between 2006 and 2016 re-established global market dominance under a new generation of leaders.
Corrected a highly leveraged balance sheet (post buy back) within three years.
Restored growth and profitability as per the owner’s preferences – 60% overall.
Navigated the great recession of 2008 to downsize and spring back.
Perfected a multi-brand multi-category business strategy to take out smaller competition.
Won numerous innovation awards for best in class product.
Won standard issue designation for US / Intl. military sustainment equipment.
Established MSR Global Health to aid developing nations and diversify into a growing sector.
Re-integrated the founder and family into the business.
Emerged as a sustainability thought leader within the Outdoor community.
Cascade Designs Ltd., Middleton, Co. Cork, Ireland.
1995 – 2006
(Wholly owned European subsidiary, $18M)
General Manager
Vertically integrated, with sales, marketing, manufacturing and R&D function responsibility for EMEA.
300% growth with continuous profitability, all self-funded.
Achieved category dominance in Europe via conversion from distribution to wholesale.
Established a global aerospace mini division.
Established a highly profitable back office service for other Outdoor brands in Europe.
Won NATO classification for arctic sleeping pads
Awarded the first EOCA conservation award, for endangered Marsh Butterfly habitat restoration.
Enterprise Ireland, Glasnevin, Dublin, Ireland.
1989 – 1995
(AMT (Advanced Manufacturing Technology) Ireland, based at University College Galway)
Management Consultant
Established under the European Union funded Programs in Advanced Technology (PATs), AMT Ireland was a pioneer in upgrading Irish indigenous manufacturing to world class.
Went from start-up to a top national consulting service in 3yrs.
Achieved self-funded profitability, unique within the AMT Ireland group.
Upgraded numerous Irish companies across multiple manufacturing sectors.
Launched a nationwide training program in World Class Manufacturing (Lean).
Developed a groundbreaking computer-based training for manufacturing strategy.
Concurrent Computer Ireland Ltd., Cork, Ireland.
1986 – 1989
(Manufacturing subsidiary of leading real-time parallel super mini-computer platform)
Engineer / Supervisor
Established and led new manufacturing capability.
Pioneered an early form of Lean Manufacturing.
Established a data driven approach to eliminate expensive field failures.
Douglas Control & Automation Ltd., Cork, Ireland.
1985 – 1986
(Developer of embedded microprocessor-based systems for bespoke applications)
Undergraduate Engineer (while at college)
Developed a network computer from scratch for industrial control (like a RPi before it’s time).
Researched the cable harness tester market to support an own product initiative.
Developed a power supply for national telecoms application.
EDUCATION
NUI (National University of Ireland) Galway
1994 MBA – Summa Cum Laude
Graduated top tier in class.
Award winning thesis on Business Process Re-Engineering
Cork Institute of Technology
1986 B.Tech Electronics – Magna Cum Lauda
Graduated top tier in class
Award winning dissertation on an Industrial Computer Network
COMMUNITY LEADERSHIP
Board Member Composite Technology Recycling Centre (CRTC) (‘18- ), Port Angeles, WA.
Non-profit with dual missions of community development and diverting all aerospace carbon fiber by-product from landfill.
Mentor Volunteer with Impact Hub, Seattle (‘14 - ).
Supporting and training various environmental / community development themed start-ups worldwide.
Board of Advisors American Knife & Tool Institute (AKTI) (’17 – ’20).
Working to promote a vibrant industry and to evolve regulation of knives and tools in the US.
Board Member / Treasurer for Parkour Visions (PKV) (’09 – ’19).
A non-profit start-up that seeks to take Parkour from the backstreets to the masses.
Task group Chair for the Outdoor Industry Association (OIA) Sustainability Working Group (‘07 – ‘16).
Established the original Eco Index, leading to the Higgs Index.
Outdoor Industry Association Trade Advisory Council (’09-’13).
Balanced development of Made in USA vs globalized trade environment.
Founding board member of the European Association for Conservation ’05 - ’06.
Sustainability wing of the European Outdoor Group (industry group).
Vice President Irish Exporters Association ‘04 – ‘06.
Championing the development of Irish Indigenous exporters.
PERSONAL INTERESTS
l Leadership l Sustainability l Start-up Mentoring l Continuous learning l Hobby Robotics l Early adopter l Artificial Intelligence l Land Rovers l Mountain Biking l Trail Running l Martial Arts l Outdoors
