John Lee has developed key global insight into connecting brands with youth culture and lifestyle for the past 20 years. He lives inside the market and thinks outside of the box. John is a highly sought after industry leader for his brand building expertise, key market insight and professionalism, bringing with him a wealth of knowledge and integral relationships to Road 2 Recovery as well as with other Board seats with SDSI and SIMA. Currently, John is the VP of Marketing at NEFF which is an active youth accessory and apparel brand supported by some of the biggest action sports athletes in the world as well as key personalities/celebrities around the globe. Prior to that, John has held key executive positions at GoPro, Wasserman Media Group, Monster Energy, SOL REPUBLIC, Spy Optic and Rip Curl. John was also a partner and founder of full-service boutique marketing agency called JDUBIO and CUE Projects and with a credible client roster: Health-Ade Kombucha, UAG, Cottonlinks,TEN: The Enthusiast Network, Dew Tour, British Customs, Toyota, DJO Global, Monster Cable, Beats by Dr. Dre, Continental Tire, General Tire, Creatures of Leisure, K5 Boardshops, Penny Skateboards, Volcom, and Filtrate Eyewear. Notably while at Monster Energy, John was an integral player in building the Monster Energy brand which exploded utilizing action sports as a catalyst showcasing the iconic the green “M” claw. The phrase “lifestyle in a can” pretty much sums up the mantra of the brand. John currently resides in San Diego with his wife and two children.