SUR Coffee adds Paul Gomez to board for national expansion

By AI, Created 10:30 AM UTC, May 20, 2026, /AGP/ – SUR Coffee named former Hurley CMO Paul Gomez to its board of directors on April 28, 2026, as the California coffee brand pushes beyond regional growth. The appointment is aimed at strengthening lifestyle partnerships, retail strategy and community-driven expansion across the country.

Why it matters: - SUR Coffee is trying to move from a regional specialty coffee brand to a national player. - Paul Gomez brings experience in lifestyle branding, retail development and action sports marketing, areas SUR Coffee wants to use to widen its reach. - The appointment also ties growth to SUR Coffee’s “Relationship Coffee” model and mission-driven community programs.

What happened: - SUR Coffee appointed Paul Gomez to its board of directors on April 28, 2026. - SUR Coffee is a California-based specialty roastery and retailer with locations in the state. - Mark Bell, SUR Coffee’s CEO, said Gomez’s experience will help accelerate growth and market expansion. - Gomez said SUR Coffee combines technical roasting excellence with a mission-driven culture and that he looks forward to helping the brand reach coffee enthusiasts and partners nationwide.

The details: - Gomez spent more than 30 years in lifestyle branding and global operations. - He worked alongside Bob Hurley for three decades. - Gomez helped build Billabong and co-founded Hurley in 1999. - Before leaving Hurley in 2012, Gomez served as chief marketing officer. - Gomez also led global events for Nike’s Action Sports brands. - Gomez later served as CEO of Podium Distribution, where he oversaw brands including DVS Shoes, Matix Clothing and Diamond Footwear. - SUR Coffee said Gomez will support high-profile brand partnerships, direct-to-consumer growth and retail identity. - SUR Coffee said its subscription model and premium retail partnerships are part of that multi-channel growth plan. - SUR Coffee’s board role for Gomez includes three focus areas: brand alliances, digital strategy and retail identity. - SUR Coffee’s brand alliances plan centers on athletes and creators rather than standard sponsorships. - The digital strategy is tied to subscription growth and the company’s farm-to-cup story. - The retail identity goal is to make new locations feel local while SUR Coffee expands.

Between the lines: - The move signals that SUR Coffee wants more than coffee sales; it wants cultural cachet. - Gomez’s background in surf, action sports and premium consumer brands fits a lifestyle-first expansion strategy. - SUR Coffee is betting that community identity can scale without losing the brand’s coastal image. - The company is also linking growth to social impact, which can differentiate the brand in a crowded specialty coffee market.

What’s next: - SUR Coffee plans to use Gomez’s network to build athlete and creator partnerships. - The company is expected to push subscription, retail and wholesale growth as part of its national expansion. - SUR Coffee says scaling the business will also expand its impact initiatives, including clean water support through OCNWTR, orphan care through Small Steps for Compassion, youth development through Positive Vibe Warriors and support for the Buena Onda community center in Baja, Mexico. - SUR Coffee will continue building around its direct relationships with farmers in places including Guatemala and Tanzania.

The bottom line: - SUR Coffee is adding a seasoned lifestyle-brand operator to help turn a mission-driven coffee company into a broader national brand.