ActionWatch by AA Data Company - Action Sports Market Research

Cary’s interest in marketing began in the 1980s while working as a teenage reporter and photographer for his hometown newspaper. He studied International Communication and Business Administration at Pacific Union College in Napa Valley, completing his BA in 1992. His career in the action sports industry started the following year when he joined the Vans marketing team. For the next six years he developed and managed programs such as the Vans Warped Tour and the Vans Triple Crown Series.

Cary left Vans in 1999 to enter the Master’s program at USC's Marshall School of Business, a first-tier graduate business program ranked as one of the three most rigorous MBA programs in the nation. He completed his MBA degree with emphases on marketing and strategy in 2001, finishing in the top 20% of his class. He has since taken various consulting and staff positions with companies in the action sports industry and in other industries, including Globe Shoes and the Walt Disney Internet Group. Cary is currently an active member of the SIMA Research Committee and focuses on AA Data Company’s business development efforts.

Todd Anderson

Co-Founder, Technology Development

Todd earned his BS degree in electrical engineering at Walla Walla College in 1993. This was followed by several years of working in the field of biotechnology transferring advanced technology from other industries into the field of medicine. Todd earned a Master’s degree in electrical engineering from Cal State Northridge in 1999, and then continued for four more years in biotechnology creating embedded systems design, engineering systems and managing related projects.

In 2002 Todd changed his focus to the Point Of Sale industry, designing embedded systems and overseeing projects for the products utilized by retailers such as Target and Circuit City. Now Todd uses all of his skills, mental prowess and time to design, implement and refine the technologies needed to transform the chaos that is action sports industry data into useable information.

John Lafkoff

Retail Relations Manager

John comes to ActionWatch as a surf industry veteran with more than 20 years experience. His career began in the late 70's in production management at Country Scruffs Clothing Company, the first junior apparel business in the surf industry. From there he helped launch operations for Gotcha Sportswear and Beach Towne Clothing. As he managed the day to day operations John developed relationships with many surf retailers. Then Raisins Swimwear recruited John to oversee all aspects of retail credit, and after three years John launched his own business working with select surf and skate companies on various projects. Listed among these companies were Sole Technology, Yaga Sportswear, Spot Sport and California Proline.

John Graduated from St. John's University in New York City with a degree in Business Management. Having worked with retailers throughout his career, John has joined ActionWatch to manage communications with the current retail panel while being responsible for recruiting and developing new retail panel members.