Ooni has been working hard at building their leadership to set their strategy for the next ten years. They appointed a new COO last summer, then followed it up with adding their first non-founder CEO, and overhauled their board.

Their latest addition is an important role for their business. They’ve added Steven Irwin as Chief Digital Officer.

There’s a significant opportunity ahead for Ooni as the business grows, particularly across digital, technology and customer experience or the ox “ooni experience”, and I’m really looking forward to working with the team to help build the next stage of the brand’s growth.

Steven Irwin LinkedIn Post

Steven Irwin comes from a rich background of leadership positions at consumer lifestyle brands. He joins Ooni from Vivobarefoot as their Chief Commercial & Technology officer, and before that he was with other footwear brands like Hunter, Wolverine, and ASICS.

That has given him experience with companies that sell through wholesale and D2C. From his interview on the FODcast while he was with Vivobrarefoot, you can see he understands the importance of balancing multiple channels, and building communities from brands.

Those concepts are also core to Ooni. They have a healthy mix of D2C and wholesale, both of which are essential for their business. They also have focused on community with their products and their dedication to corporate impact.