Niels Juul may grow wealthy enough in his new job to own a mansion, servants and a fleet of sports cars.
But he'll have none of it.
The Denmark native, who took over last month as chief executive of the surf clothing retailer Hot Tuna, believes in using his power for the greater good. In his last job, as managing director for the clothing company Von Dutch, he oversaw a worldwide charity drive for tsunami victims. Now, Juul is seeking a philanthropic role for Hot Tuna — and he started Saturday by teaching 16 former gang members how to surf.
At noon, Juul set up a training session at the Santa Ana River Jetties for Homeboy Industries, a Los Angeles-based program that helps ex-gang members find steady employment. Some of the trainees, who worked with four professional surfers, may go on to land jobs with Hot Tuna. If they do, it's a win-win situation.