ASB MAGAZINE: Florence Marine X, an apparel company co-founded by 2X World Champion surfer John John Florence, announced this week that it has named Pat O’Connell as President.  “Simply put, there couldn’t be a more perfect individual for this role,” said Jeff Hurley, CEO, Kandui Holdings, LLC. “Pat has a long-standing rapport with John, and brings a wealth of experience and positivity that’s unmatched. We’re thrilled to have him leading Florence Marine X into the future.”


Pat O’Connell comes to Florence from the World Surf League (WSL) where he was SVP, Tours & Head of Competition, responsible for overseeing the development of all of the WSL’s various tours. Prior, Pat was VP of Sports Marketing for Hurley, where he architected the most dominant surf athlete program in the sport’s history.


“I couldn’t be more excited to work with John and the team to create a brand that will inspire people to get out and explore,” said Pat. “We have an incredible opportunity to do things differently with Florence Marine X, and the future of this brand looks incredibly bright.”


John Florence said of the announcement, “I’m incredibly thankful to have Pat come aboard. We have a great history working together and I’m really excited for the road ahead.”


O’Connell will begin his role immediately and will be based out of Kandui Holdings HQ in Newport Beach, CA.


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Florence Marine X is a brand built for exploration outdoors created in partnership with 2X World Championship surfer, John John Florence. Florence Marine X builds gear and apparel to help people get outside and thrive in the elements, while doing its best to protect the ocean and land.



Kandui Holdings, LLC is creating a network of brands and services to serve the next generation. Our priority is building long-term value for acquired brands, start-ups and other partnerships leveraging our core competencies in innovation, design, sales, marketing, and operations. Learn more at