Born and raised in San Diego, 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 the brands he works with. John has held key executive leadership positions at GoPro, Wasserman Media Group, Monster Energy, SOL REPUBLIC, Spy Optic, and Rip Curl. 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. Currently, John is running a marketing and business development consultancy working with a credible client roster which has included: Health-Ade Kombucha, UAG, Cottonlinks, Tenzo Tea, Speaqua, Vans, TEN: The Enthusiast Network, Dew Tour, British Customs, Toyota and DJO Global. John is the Chairman of Road 2 Recovery as well as holding other Board seats, both current and past, with Surf Industry Manufacturer’s Association (SIMA) and San Diego Sports Innovators (SDSI). John resides in San Diego with his wife and two children.