Carlsbad-based SPY Optic announced today that it had hired agitator and loose cannon Seth Davidson after an exhaustive executive search to replace outgoing CEO Michael Marckx. Marckx, who led the company from the brink of bankruptcy onto solid financial footing, announced last Friday after everyone had gone to bed that he was leaving the firm.
Cycling in the South Bay caught up with Davidson to ask about his plans as SPY’s new helmsman.
CitSB: How did you get the job?
SD: It was pretty easy. They were looking for someone who wasn’t constantly falling off his bike. I haven’t fallen off since the BWR back in April. And I think they were looking for a new approach.
CitSB: And what is that?
SD: After almost five years of creative disruption, Michael had put the firm in the black, rolled out an industry-leading portfolio of functional and stylish glasses across a spectrum of sports and lifestyles, and reinvigorated the brand. Plus, he fell off his bike a lot, which made for huge cross-posting marketing upside on Facebag.
CitSB: Those will be some big shoes to fill.
SD: Not to mention big hospital beds. But I’m tearing a page out of Michael’s creative disruption handbook and am going to simply focus on disruption. Blow some fucking shit up.
CitSB: Excuse me?
SD: I’m not particularly creative but I am extremely disruptive. Disaster pretty much follows me wherever I go. I can bring that disruption to SPY. I can see implementing some massive disruption there. Fire everyone, sell the building. Or just fucking burn it down, collect the insurance, and buy myself a new Prius.
CitSB: But how does that help the company?
SD: Who gives a shit? Once I ink the contract, which you can bet will have a sweet severance package, I’ll be focusing on Job #1.
CitSB: What’s that?
SD: Not falling of my fuggin’ bike. And Job #2, which is swag.
SD: Is there an echo on the Internet? Yes, swag. When the masters bicycle racing team heard that Michael was leaving we were happy for his new endeavor blah blah blah but we were mostly freaked out about losing our sweet swag deal with the company. Bikes, sunglasses, kits, wheels, helmets in case we fall off our bikes like Michael … that shit’s expensive and without a sugar daddy driving the train it was starting to look like Retailmageddon, a cyclist’s worst nightmare.
CitSB: This may be the most cynical approach to running a company I’ve ever heard.
SD: One day I’ll tell you a little story about a bank named Countrywide.
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