O’Neill’s Toby Bost Goes Undercover Boss

by The Editors on February 22, 2013

La Jolla Group CEO Toby Bost is making his network television reality show debut tonight (February 22, 2013) when the fashion executive goes undercover with his own employees on the CBS show Undercover Boss. On the show Bost will apparently be playing the part of O’Neill CEO (as opposed to Metal Mulisha CEO, or Rusty CEO, FMF CEO or The Berrics CEO) as he puts on a “medical school” drop out disguise and hangs out with employees he’s never met, you know, retail store employees, the guys in the warehouse, and the screen printers. Bost, who does amazing job as a nerdy middle aged worker, enjoyed the experience greatly.

“The UNDERCOVER BOSS experience was intense, and it certainly prompted me to remember the importance of little details,” said Bost. “The opportunity allowed me to examine our company from a new perspective and learn important lessons from our employees. In my position, you aren’t often able to replicate the retail experience through the eyes of an entry-level employee, for instance, so this allowed me to see the challenges they face every day. It also provided a closer view into our training and communications procedures that I wouldn’t have had the same access to otherwise.”

It will be interesting because the employees who work for La Jolla Group and don’t know who Bost is are probably some pretty entertaining people (or paid professional actors). The show airs tonight, February 22, 2013 at 8 PM on CBS. Check your local listings or follow the jump for the official word.O’Neill Clothing CEO Toby Bost to be Featured on CBS’s Award-
Winning Series “UNDERCOVER BOSS,” Friday, Feb. 22

Tune in to Watch Bost as He Surprises Employees From
Different Cities Across the Country

IRVINE, Calif., Feb. 22, 2013 (GLOBE NEWSWIRE) — O’Neill, the original surf, snow and youth lifestyle brand for more than 60 years, will be featured on the hit CBS reality series, “UNDERCOVER BOSS,” with CEO Toby Bost working in disguise alongside O’Neill employees in Orange
County, Calif. and Las Vegas. The episode airs on CBS tonight from 8:00-9:00 PM ET/PT. A preview of the episode can be seen at www.cbs.com/shows/undercover_boss/.

Bost has been CEO of O’Neill Clothing, a brand founded on the beaches of Santa Cruz by Jack O’Neill in 1952, for the past seven years. During that time, he has seen 12 company stores open and overall sales increase more than 100%. On tomorrow’s episode, Bost trades in his daily routine and O’Neill wardrobe for a fake mustache, gray hair and a buttoned up polo shirt, disguising himself to work alongside O’Neill staffers in one of the brand’s retail stores, the company’s warehouse and an affiliated screen-printing facility. Throughout the process of being undercover, he receives training and guidance from colleagues, and encounters a number of challenges with staff before revealing himself as the brand’s CEO at the conclusion.

“The UNDERCOVER BOSS experience was intense, and it certainly prompted me to remember the importance of little details,” said Bost. “The opportunity allowed me to examine our company from a new perspective and learn important lessons from our employees. In my position, you aren’t often able to replicate the retail experience through the eyes of an entry-level employee, for instance, so this allowed me to see the challenges they face every day. It also provided a closer view into our training and communications procedures that I wouldn’t have had the same access to otherwise.”

“I approached this opportunity as a unique chance to see how we can improve our operations, sales training and internal communication with employees,” added Bost. “I was able to have hands-on experiences and learn from the people who are creating and selling the clothes we make, engaging daily with consumers, buyers and other retail partners, and keeping this company ticking and thriving every day. There was no special preparation going in, there were certainly a lot of surprises and, most importantly, great insight in terms of where we can improve and better support our dedicated team members.”

For more than six decades, O’Neill has been instrumental in the progression of surfing, opening the world’s first surf shop, inventing the wetsuit, surf leash, board bag and four-way stretch boardshort. In 2012, the brand celebrated its history and founder, Jack O’Neill, with a number of events and campaigns around the globe.

UNDERCOVER BOSS, now in its fourth season, is an Emmy Award-winning reality series that follows corporate executives as they slip
anonymously into administrative and operational roles within of their own companies. Each week, a different executive leaves the comfort of
their corner office for an undercover mission to examine the inner workings of their corporation. While working alongside their employees, they see the effects their decisions have on others and where problems lie within their organizations, while discovering and rewarding the unsung heroes who make their companies run.

For more information on the O’Neill Clothing / Toby Bost episode of
CBS’s UNDERCOVER BOSS that airs Friday, February 22, 2013, go to
oneill.com, lajollagroup.com or www.cbs.com/shows/undercover_boss/.

NOTE: High-resolution photos are available by contacting KURENT Inc. at
the contact information listed above.

About O’Neill

O’Neill, the original California surf, snow and youth lifestyle brand,
was founded in 1952 when a young man named Jack O’Neill took his
unstoppable passion for surfing and used it to beat Mother Nature at
her own game. Pioneering the world’s first neoprene wetsuit, Jack had
successfully found a way to extend his surf sessions in the
bone-chilling breaks of Northern California. He opened up the garage
doors to his first surf shop in Santa Cruz soon after.

While many things have changed since those humble beginnings, Jack’s
initial vision of producing functional and innovative boardriding
products continues to lie at the core of everything the company does.
O’Neill’s core values — innovation in style and technology — have
seen the brand devote itself wholeheartedly to the evolution of the
action sports lifestyle. From the first ever neoprene wetsuit and surf
leash, to the world’s first stitchless boardshorts and range of
groundbreaking wearable electronics, O’Neill’s progressive spirit will
always drive the company forward. For more information, please visit
www.oneill.com.

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