Hoonigan Announces Lennie Rhoades as New CEO and Appoints Dave Swift as Chairman of the Board

Hoonigan, a leading provider of aftermarket vehicle enhancements, today announced that Lennie Rhoades has joined as Chief Executive Officer, and Dave Swift has been appointed Chairman of the Board.

Lennie Rhoades brings over 25 years of leadership experience across consumer products, lifestyle brands, and industrial goods. He most recently served as President of Fluidra North America, a global leader in pool and wellness equipment. Prior to that, he was CEO of Big Ass Fans, where he drove significant growth and expanded the company’s product portfolio and global footprint. Rhoades also held senior leadership roles at Husqvarna Group, overseeing multi-billion-dollar product categories and leading global teams across product development, marketing, and operations. Throughout his career, he has built a reputation for scaling businesses while preserving brand authenticity and driving meaningful innovation.

Dave Swift is an accomplished executive with decades of leadership experience across global manufacturing and consumer brands. He previously served as President and CEO of Goodman Manufacturing, one of the largest HVAC manufacturers in North America, and held multiple executive roles at Whirlpool Corporation, including President of North America. Swift has also served in leadership positions at Eastman Kodak, guiding operations across both U.S. and international markets. In addition to his executive roles, Swift has provided board-level leadership across a range of businesses backed by leading private equity firms. His deep operational expertise and experience scaling high-performing organizations position him well to support Hoonigan’s long-term growth strategy.

"Lennie is a proven leader with the vision and expertise to elevate Hoonigan," said David Geenberg, Managing Director at Strategic Value Partners, LLC, lead investor behind the Company. "His ability to scale businesses while preserving the authenticity and core values of a brand makes him the ideal choice to lead Hoonigan forward. With Dave’s strategic insight as Chairman and Lennie’s leadership as CEO, we're confident this team will propel Hoonigan’s continued growth and deepen our connection with the automotive community."

Rhoades added, "I’m thrilled to join Hoonigan at such an exciting time. Its strong portfolio of automotive aftermarket brands, coupled with a dynamic global distribution network and media presence, positions us uniquely to deliver exceptional value to automotive enthusiasts around the world. I look forward to collaborating with the talented team at Hoonigan to drive continued innovation and expansion.”

About Hoonigan

Hoonigan serves the automotive enthusiast industry with entertaining content and a wide selection of vehicle enhancements from its portfolio of lifestyle brands, including Fuel Off-Road, American Racing, KMC, Morimoto, TeraFlex, Rotiform, and Black Rhino. Utilizing its expanding global network of distribution centers spanning North America, Australia, and Europe, Hoonigan serves over 30,000 retailers. It has a growing e-commerce presence to provide enthusiast consumers with access to a variety of aftermarket enhancements including wheels, suspension, lighting, and accessories. More information is available at www.hoonigan.com.

About SVP

SVP is a global alternative investment firm that focuses on special situations, private equity, opportunistic credit and financing opportunities. The firm uses a combination of sourcing, financial and operational expertise to unlock value in its portfolio companies. Today SVP manages approximately $22 billion in assets under management, and since inception, has invested more than $53 billion of capital, including more than $18 billion in Europe. The firm, established by Victor Khosla in 2001, has over 200 employees, including more than 100 investment professionals, across its main offices in Greenwich (CT) and London, and a presence in Tokyo. Learn more at www.svpglobal.com.

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