Michael Crooke's passion for the environment and the outdoors has been with him for many years. Every position that he has taken in his career has been in an outdoor company and his current position as CEO of Patagonia, Inc. and Patagonia's parent company Lost Arrow Corporation is no different.
Following his undergraduate education, Crooke's career in the outdoor world started with jobs at Yakima and Moonstone Mountaineering. He worked as general manager at Kelty Packs for several years and then became CEO/chairman of Pearl Izumi (a Colorado based cycling apparel company) before he joined Patagonia in 1999. Crooke's environmental thinking is a perfect match with Patagonia and he now acts as an entrepreneur within the company. He creatively runs a multi-million dollar company while working toward environmental sustainability within and beyond the company.
Crooke received a B.S. degree in Forestry and an MBA from Humboldt State University.
The question you ask, is, most people do ask it just like that. How do you transfer the values into business, But, in effect, since it was at the very beginning of the company. We're not trying to be an outdoors company, We're not trying to be passionate about. We're not trying to be environmentally...(Full transcript available to logged in subscribers.).
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