Competent, Quality Consulting and Solutions.
The West Coast Sales Team
Jay Sanders
Jay Sanders, a 36-year marine industry veteran, joined West Coast Sales in 1995.Jay’s career began with Phillips Marine Stores in 1976. Spending the first two years in retail sales and management, he eventually joined the newly formed wholesale division as an outside sales representative. Consistently a top sales performer, Jay became AVP, in charge of all company sales.
In 1981, he joined Hallcraft Manufacturing as an outside salesman. Jay developed new territory along the Los Angeles and Orange County coastline.
As the top Southern California producer, he was named company “Salesman of the Year”, in 1983.
The following year, Jay joined a start-up marine distribution company called Western Marketing. As the company’s vice president, he directed sales, marketing and purchasing. Company sales in the first three years grew to $3.5 million.
Jay started with Kettenburg Marine in 1988; a wholesale/retail organization with three stores, wholesale division and boatyard. As Vice President of sales, Jay’s duties included management of all company sales departments, marketing and purchasing. During this period gross profits and inventory turnover reached record high levels.
In 1994, Jay joined San Diego Marine Exchange. His duties included development of new markets, creating company flyers and production of the company’s first product catalog.
Jay has operated the San Diego office of West Coast Sales as a partner since 1995. His territory includes Southern California, Hawaii and West Marine.
Additional experiences include serving as a director for the Southern California Marine Association (1992 – 1995) and recently as president of the National Marine Representatives Association (NMRA) and on the board of directors. Jay is a 1981 graduate of National University with a Bachelors Degree in Business Administration.
Todd Crocker
After years of interacting with West Coast Sales as a factory principal, Todd joined the company in 2009 as a partner. His 29 year career in marine electronics includes some of the biggest names in that channel. Starting with Standard Communications, Todd spent his early years in the watermaker division eventually becoming Vice President over all company sales. During his tenure, Todd and the team he developed at Standard Communications were constantly recognized for their industry leading products and innovation making them one of the top brands in marine electronics.
After leaving Standard, Todd joined Uniden of America as Vice President of the marine division. Taking an aging and static product line, Todd innovated Uniden’s product offering and quickly moved them to the top of marine communication products in features and sales. Some of the products he developed during his tenure are still being sold today by Uniden.
Todd’s next stop was Fusion Electronics, a little known marine entertainment brand out of New Zealand. Within the past 7 years, through Todd’s guidance and hard work, the brand went from obscurity to the top of the marine entertainment category and is now recognized as the leader in this category for innovation and quality.
Todd operates from his home office in Yorba Linda, CA and currently splits his time between acting as North & South American sales manager for Fusion Electronics nationally and also covering West Coast Sales regional accounts in British Columbia and Alaska.
Todd’s account responsibilities includes Distributors, Retailers, Boat & Trailer OEMs, Pool & Spa Accounts and Powersports OEMs.
Mike Gerig
In 1976, Mike began a long career with GI Joes, a major Northwest retail chain based in Oregon. While studying fire science at Chemekata Community College, Mike worked 7 years in the automotive field for GI Joes, opening 2 new stores for the chain.
In 1983 he was promoted to Distribution Center Foreman, directing inventory flow and managing warehouse shift crews, for the 10 stores open at that time.
Mike entered the Sporting Goods field in 1984 as a Sports manager for the new Salem store, overseeing a complete sports department of marine/fishing/outdoor and athletic goods.
In 1986 he was promoted to the position of Merchandise Coordinator, managing inventory and store design and layouts for the Sporting Goods division of GI Joes, as the company embarked on a massive merchandising makeover.
Mike was promoted to buyer in 1992, for the Snow Sports, Water Sports, RV and Marine/ Boating centers, adding a large commitment of boats motors and trailers to the existing marine accessories dept. As Buyer, Mike controlled open to buy, sales, the marketing and advertising plan for these departments, consistently producing increased gross margins, and improving the mix.
Mike next stop was Marine Distributors Inc. based in Seattle Washington in 1994 as Oregon outside sales representative. While here he posted annual sales gains by assisting Marine dealers execute merchandising strategies, and setting up partnership programs, as well as working closely with the marine OEM builders in the Oregon territory.
Mike joined West Coast Sales as a territory manager in February 2000. He operates out of his office in Silverton, Oregon and is responsible for all OEM and aftermarket sales in Washington, Oregon, Idaho, Montana and Utah.
Russell Legg
Building upon a successful career in the food industry, Russ entered the marine marketplace in 1974 as Vice President of American Foreign Industries (AFI). During his tenure at AFI, Russ’s responsibilities included product development, production forecasting and the development of both OEM and aftermarket sales strategies.In 1994 Russ joined the Bob Stoick Company as a regional sales representative. In this capacity, Russ managed the marine accounts in California, Arizona and Nevada. Sales grew significantly during this period based on Russ’s prior experience and insight with both the national and regional accounts in his territory.
Russ joined West Coast Sales as a territory manager in January 2002. He and his wife Barbara live in Danville putting him close to all major accounts Northern California. We’re very excited to have Russ onboard as a member of our team based on his extensive knowledge of the account base, his valuable market insight and the incredible work ethic he brings to the job everyday.
Russ’s territory includes Northern California, Arizona and Nevada. He has sales responsibility for all the markets in his territory, which includes marine (OEM & aftermarket), power sports, RV, sporting goods and the pool industry.
Shay Stevenson
Starting in 2010, Shay is the newest member of the West Coast Sales Team. Shay is a graduate of the University of Colorado at Boulder with a Bachelor’s Degree in Finance. After graduating from college, Shay spent the next 5 years circumnavigating the globe logging 44,000 mile and visiting 55 countries during that period. He also has his 100-Ton Captain’s license, so needless to say he is the most experienced boater in our group.Shay’s position is a new one for West Coast Sales. Acting as a sales associate and store detailer, his duties include working with regional distributors, boat yards, electronics dealers, boat dealers and retailers in support of our product lines. His impact has been significant since the start, getting to know not only regional accounts, but traveling around the US in support events for a national retailer.
What Shay may have lacked in initial sales experience, he more than made up for with hard work and boating experience. He’s quickly building a rapport with our accounts and is taking the lead on many of our regional sales initiatives. Shay is based in San Diego and works out of our Vista, CA sales office.
Zack Lewis
Zack joined West Coast Sales in July, 2012 as our new sales associate/ store detailer in the Northwest. His background includes industrial sales, commercial sales and marketing. Zack's most recent position was with Tradesman International where he sold industrial equipment and brought several new accounts to the company.
Zack has been involved with boating as a family activity having grown up around the water. His father was a production manager with Maxium Boats which put the family on boats a lot. Now Zack is getting a chance to turn that recreational hobby into a career in the marine industry.
With an office in the Northwest, Zack will be able to manage accounts in Washington and British Columbia. His duties will include calling on regional distributors, retail stores, electronics dealers, OEM's, boat yards and service accounts. With his enthusiasm and passion, we're excited to have Zack on-board.
Don DeMoss
Don DeMoss, a 25 year veteran of the sporting goods industry joined West Coast Sales in February 2013 to open our new Northeast office.
Don’s career began in 1982 at Oshman’s Sporting Goods, a 300 store sporting goods retailer as a department manager. From there, Don progressed to store manager and eventually buyer for fishing tackle and knives, which at that time was a $15M category.
In 1997 Don joined Herzog and Associates, a Texas based sporting goods rep firm to cover their Texas, Louisiana and Mississippi territories with key fishing and sporting goods lines. In addition to his territory responsibilities, Don was also the lead on several large retailers such as Academy Sports & Outdoors and Oshman’s Sporting Goods.
Don left Herzog & Associates in 2002 and joined Wellman Sports Marketing a manufacturer’s rep firm that was out of Minnesota. Don’s territory responsibilities included New York to New England working marine and sporting goods retail, wholesale and OEM accounts. Don had many key lines to sell like Attwood, Minn-Kota, Hummingbird and G-Loomis.
Don and his family are based out of New Hampshire and he will be covering everything from Virginia to Maine. Don’s account based will include marine OEMs, distributors, dealers and retailers.
As an avid outdoorsman, Don brings a wealth of knowledge regarding fishing and marine related products. We’re very excited to have Don on our team and look forward to the expertise and professionalism he brings to this new position.
Zack joined West Coast Sales in July, 2012 as our new sales associate/ store detailer in the Northwest. His background includes industrial sales, commercial sales and marketing. Zack's most recent position was with Tradesman International where he sold industrial equipment and brought several new accounts to the company. Zack has been involved with boating as a family activity having grown up around the water. His father was a production manager with Maxium Boats which put the family on boats a lot. Now Zack is getting a chance to turn that recreational hobby into a career in the marine industry.
With an office in the Northwest, Zack will be able to manage accounts in Washington and British Columbia. His duties will include calling on regional distributors, retail stores, electronics dealers, OEM's, boat yards and service accounts. With his enthusiasm and passion, we're excited to have Zack on-board.
Don DeMoss
Don DeMoss, a 25 year veteran of the sporting goods industry joined West Coast Sales in February 2013 to open our new Northeast office.
Don’s career began in 1982 at Oshman’s Sporting Goods, a 300 store sporting goods retailer as a department manager. From there, Don progressed to store manager and eventually buyer for fishing tackle and knives, which at that time was a $15M category.
In 1997 Don joined Herzog and Associates, a Texas based sporting goods rep firm to cover their Texas, Louisiana and Mississippi territories with key fishing and sporting goods lines. In addition to his territory responsibilities, Don was also the lead on several large retailers such as Academy Sports & Outdoors and Oshman’s Sporting Goods.
Don left Herzog & Associates in 2002 and joined Wellman Sports Marketing a manufacturer’s rep firm that was out of Minnesota. Don’s territory responsibilities included New York to New England working marine and sporting goods retail, wholesale and OEM accounts. Don had many key lines to sell like Attwood, Minn-Kota, Hummingbird and G-Loomis.
Don and his family are based out of New Hampshire and he will be covering everything from Virginia to Maine. Don’s account based will include marine OEMs, distributors, dealers and retailers.
As an avid outdoorsman, Don brings a wealth of knowledge regarding fishing and marine related products. We’re very excited to have Don on our team and look forward to the expertise and professionalism he brings to this new position.
