Grittyco’s founder, Simon Mellor specializes in matching companies and their products with the right “fit” in athlete sponsorship and activation. With 15 years experience action sports, Simon has a solid relationship with the agents, athletes and event producers to build a well thought out and effective program.

Simon developed the SoBe Beverages athlete program and managed the team for ten years. Simon and SoBe are responsible for signing and sponsoring the youngest X Games gold medalists in three different disciplines: Ryan Sheckler (skate), Travis Pastrana (FMX) and Philip Soven (wakeboarding). Simon also has a solid history with world class veterans Laird Hamilton, Brian Deegan, Bode Miller and Gabby Reese.

Apart from solely “managing” a successful team, Griityco understands the importance of leveraging sponsored athletes and executing sales-driving programs that build awareness for their respective brand. Grittyco works with brand management and sales teams to create athlete meet & greet sessions, incentive programs and POS opportunities to fully integrate and activate the athlete Teams.

Apart from working with SoBe/Pepsi athletes for ten years, Simon brokered the licensing deals for a new Coast body wash product launch in 2009. This program aligned a skate and surf themed product with athletes Andy Macdonald and John John Florence. Plans are underway to continue the line into 2010.