For the past three years, Awake has taken the electric surfboard market by storm, positioning themselves as one of the industry’s frontrunners. Now, as part of a strategic growth-focused scale-up strategy, Adam Treschow from world-leading electrical appliance company Electrolux will join the executive team as the company’s new CEO.

After doubling their turn-over three years in a row, Swedish electric surfboard manufacturer Awake is now gearing up for the next phase on their growth journey by bringing in Adam Treschow as the company’s new CEO. Adam most recently comes from Electrolux, where he held the position as VP Consumer Experience Area Wellbeing, and brings experience both from R&D/consumer product development as well as large-scale, customer-focused, global commercialization.

Current CEO and Co-founder Daniel Aronsson is handing over the position in favor of a growth-focused scale-up strategy:

“It’s an exciting time for Awake, and I look forward to handing over the position to Adam, who will lead the company in this new scale-up phase.”, Daniel says.

Adam Treschow will join the team at Awake’s Stockholm HQ on November 1, bringing both R&D and commercialization expertise to the table.

“I look forward to working together with the founders and the rest of the team at Awake in ushering in a new era of electrification in the water sports segment. I find the focus on development, innovation, and design very appealing, and Awake is already a frontrunner in the industry, with a number of years of experience.”, Adam says.

The recruitment of Adam Treschow marks the latest in a number of executive management recruitments within the manufacturing, R&D, and commercial departments. 

In addition to these recruitments, Awake recently finalized a large-scale production transfer from Limhamn, Sweden to a state-of-the-art manufacturing facility in Szczecin, Poland. This transfer is partly to be able to cope with the exponential number of pre-orders for 2022, as well as the pending activation of the overseas markets.