Gatorz appointed Robert Reynolds as its new chief executive officer effective April 2, 2013. Reynolds is a veteran of the action sports and retail markets. Previously, he served as co-founder and chief executive of Super Heat Games, where he handled three capital increases and signed licensing deals with over 30 of the top professional athletes in action sports. Prior to Super Heat Games, he was president of Dunlop Sports Group Americas. Before joining Dunlop, he founded Blind Spot Consulting, a boutique consultancy focusing on business strategy and operational structure. Reynolds also organised the acquisition by Dunlop Sports Group, part of Sports Direct International, of La Jolla Club Golf Company, where he had served as chief operating officer and chief financial officer. A graduate from UCLA, Reynolds has a background in corporate finance and traditional banking. His key areas of experience include, among others, licensing, strategic planning, sales, business development, business integration and contract negotiation.