WASHINGTON, Jan. 5 /PRNewswire/ -- Michael Crooke, the outgoing CEO of Patagonia, will become the founding CEO of Revolution Living, the new company created by Steve Case to build businesses that inspire people to live more balanced and meaningful lives. Crooke, credited with building Patagonia into one of the world's most recognized, successful and socially responsible brands, will start with Revolution Living effective immediately. Revolution Living also announced that Jonathan Foster, a veteran of Lazard Freres and Cypress Group, has become Revolution Living's Executive Vice President for Finance and Business Development. Revolution Living: A Different Kind of Company Revolution Living, one of three areas of focus of Revolution LLC, is a different kind of company: a business offering goods and services that cater to consumers seeking both more balanced lives for themselves, and a more sustainable future for our planet. Current Revolution Living holdings include "Miraval: Life in Balance," (the nation's leading mind-body-spirit resort); "LIME: Healthy Living with a Twist," (a multi-platform channel); Flexcar (the nation's first carsharing service) and a minority interest in Gaiam (the leading distributor of products to people who value personal development, natural health, and inspirational entertainment). "Over the past twenty years, innovative entrepreneurs have been working to build a new class of companies that strive to do good as well as doing well," said Steve Case, Chairman of Revolution Living. "The success of companies like Whole Foods has demonstrated that ideas that once seemed on the margins are now becoming mainstream -- as consumers strive to make better choices, seek to do business with companies they respect, and buy products and services that promote a more balanced and sustainable lifestyle." Case continued: "Revolution Living seeks to be at the center of this transformation, helping passionate entrepreneurs reach a mainstream audience, while remaining true to their founding values. With Michael Crooke as CEO, we have a proven leader who can make this goal a reality -- a leader who can build businesses and brands that create value while inspiring people and promoting values." Michael Crooke: A Different Kind of CEO Michael Crooke has a unique track record for business success and social responsibility. Starting in 1999, Crooke spent six years as President and CEO of Patagonia and its parent company, Lost Arrow Corporation. During his tenure as Patagonia's CEO, Crooke led it to tremendous growth, while nurturing its core values of quality and environmentalism. Under Crooke, Patagonia became a definitional brand for customers interested in lifestyles of health and sustainability (LOHAS). Patagonia and Crooke also won numerous awards for social responsibility, environmental activism, and sustainable business practices. This led to rapid growth, and enabled Patagonia to become one of Fortune's 15 "Best Companies to Work For." Crooke said, "I didn't leave one of the best companies on the planet to do something pedestrian. I joined Revolution Living to partner with Steve Case to change the world. I found a partner who understood and embraced the concept of doing well and doing good. My goal at Revolution Living will be to build the team and the businesses so that all stakeholders reap the rewards of creating and growing inspiring brands. These are the brands that will come to define successful business in the 21st century. Of course, it starts with having a great product or service that people really want to buy, but it doesn't stop there -- the next wave of iconic brands will stand for things that people want to be part of, and inspire people to live better, more balanced lives." As CEO of Revolution Living, Crooke will oversee the work of the CEO's of Miraval, LIME and Flexcar. "Michael Crooke is a proven leader, in both the business and the environmental communities. With him at the helm, there's every reason to expect great things from Revolution Living," said Denis Hayes, National Coordinator of the first Earth Day, and the President of the Bullitt Foundation Foster also Joins Revolution Living Jonathan Foster has joined Revolution Living as Executive Vice President for Finance and Business Development. Foster is a veteran of investment banking, private equity banking, and start-up business operations. Foster has previously been a partner at well-known New York financial firms Lazard Freres, Bear Stearns, and the Cypress Group. He also served as Chief Operating Officer of Toys-R-Us.com, and led company's first outsourcing deal with Amazon.com in 2000. At Revolution Living, Foster will bring his substantial financial and deal-making experience to work in both seeking out new acquisitions, and in helping Crooke oversee business operations at Revolution Living companies. "There are a lot of private equity firms, but there is only one Revolution," Foster said. "Revolution's approach to building lasting businesses is unique, and their ability to attract talent and shine a spotlight on emerging businesses is in a league of its own. I look forward to working with Steve, Michael and the team Revolution is assembling to build Revolution Living." Revolution Living Revolution Living was established in July 2005 to inspire people to live more balanced and responsible lives. One of three business groups in the Revolution LLC family of companies, Revolution Living includes Miraval: Life in Balance, the leading "mind, body, spirit," destination resort in the United States; LIME, a multi-platform channel that provides programming related to healthier lifestyles, nutrition, and a healthier planet; and Flexcar, America's leading car sharing service, with one of the nation's largest privately-held fleets of hybrid cars. In addition, Revolution Living has a minority interest in Gaiam, the lifestyle media company that caters to people who value personal development, natural health, and inspirational entertainment. Revolution Living's strategy is to create products and services that are of the highest quality, promote social responsibility, advance environmental sustainability, and yield exceptional financial returns. Revolution, LLC Revolution, a Washington, DC-based operating and investment company launched by Steve Case in April 2005, seeks to drive transformative change by shifting power to consumers and building significant, category-defining companies in the process. Revolution's aim is to give people more choice, control and convenience in three market sectors poised for disruptive change -- Health, Living, and Resorts. The 13 separate acquisitions made by Revolution are organized into three groups: Revolution Health Group, Revolution Living, and Revolution Resorts. Biography of Michael W. Crooke, CEO, Revolution Living Michael Crooke became the first CEO of Revolution Living in January, 2006. Revolution Living is comprised of a group of companies working to change the way consumers and brands interact. The current portfolio -- Miraval, Lime, and Flexcar, as well as a minority interest in Gaiam -- will be combined with future acquisitions to inspire consumers to think outside of the conventional business paradigm. Revolution Living believes that business can be an important component in a move towards a more sustainable relationship between consumers and the earth -- and in so doing, those businesses can also help consumers lead healthier, more balanced lives. Previously, Crooke recently served as President and Chief Executive Officer of Patagonia, Inc., and Patagonia's parent company, Lost Arrow Corporation. He succeeded Yvon Chouinard, Patagonia's founder, in taking the Lost Arrow post. Patagonia, a designer and distributor of technical outdoor clothing, is widely known for its commitment to product quality and environmental responsibility. Prior to his arrival at Patagonia in October 1999, Michael served as CEO/Chairman of Pearl Izumi, the premier manufacturer of cycling and performance apparel based in Colorado. In addition, he was Managing Director of legendry backpack innovator Kelty Packs for several years and has also worked in senior leadership roles with other outdoor companies, including Yakima and Moonstone Mountaineering. Michael served five years on the Board of Directors of the Conservation Alliance, the outdoor industry's environmental grant-giving organization, including one year as Board President. He currently is a director of the following non-profit boards: Santa Barbara Channel Keepers, founded by Robert Kennedy; Earth Day Network, founded by Denis Hayes, the co-originator of Earth Day; and 1% for the Planet, founded by Mr. Chouinard. He continues as a Director at Patagonia, Inc. Crooke has a B.S. degree in Forestry, and an MBA, from Humboldt State University. He has been working the last four years on a PhD at the Claremont Graduate University; Crooke's dissertation is researching how strong core values at an organization affect job satisfaction. Early in his life, Crooke served as a Navy SEAL with Underwater Team 12 (UDT12) for four years, after successfully graduating from BUDS training (Basic Underwater Demolition/SEAL) in the 70's. Michael has been married for 19 years to Amy Dozier and has two children, Kino (14) and Kyle (8). His home is in Ojai, California.
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