Feature Stories


Reef® Surfer Turned Sales Professional: Mike Losness

Tags: Brand News Life at VF

Reef® Surfer Turned Sales Professional: Mike Losness

February 2, 2017

Mike Losness

With a competitive spirit and a penchant for travel, Mike Losness, Director of Field Sales (West), Reef®, is a perfect fit for the brand. Having traveled the world, winning accolades as a pro surfer, Mike developed many skills that help him be successful in his role today.

Mike took some time to answer a few questions about his career path.

Tell us a little bit about your surfing career.

I started surfing when I was seven years old in San Clemente, California, where I still live today. I grew up in a small beach town where almost everyone was a surfer. There were a lot of pro surfers to look up to and be inspired by at my home beach. By the time I graduated high school, I had won the National Scholastic Surfing Association (NSSA) amateur national title and decided I wanted to pursue a career in surfing.

How did you get involved with Reef?

I got involved with Reef in the back half of my career when they sponsored me to be one of their global ambassadors. I was so stoked to be included on the roster of elite Reef athletes. The brand sent me around the world to the most beautiful destinations. It was a time in my life I will never forget and for which I will always be grateful. 



  • Won the National Scholastic Surfing
    Association (NSSA) amateur national title
  • As a professional surfer, traveled to
    more than 20 countries
  • Avid painter
  • Part of the Reef team for eight years

What made you decide to begin working in sales?

I was given the opportunity by a few people at Reef who believed in me. I quickly learned that just like in surfing, sales could also be very competitive. Having a win with an account felt just like a heat win at a surfing tournament. It was gratifying that I could help our customers. I take pride in my work when I see someone wearing Reef products. That is my ultimate goal. It’s what I work toward every day with my team.

How has being a pro surfer helped you in your current role?

As a pro surfer, I was very competitive and would never settle for anything less than my best performance on any given day. I believe the same attribute is needed if you are in the sales department. You have to be competitive and you have to stay committed to your team. As a pro surfer you are being watched by someone every time you hit the water. You have to know how to perform no matter the conditions. As a sales leader, you have to be able to deal with that same pressure. 

What is the best career advice you have ever received?

The best advice I have ever received is, “don’t sell, tell.” At Reef this comes easy. We have so many amazing products and stories to tell our customers. When I have the opportunity to tell a customer about a brand new product that I truly believe is the best, it just makes my day.