Profile

A sustainable business maverick, Michael Crooke advocates developing long-term business strategies that embed environmental and social considerations into a great product or service.

In April 2012, the Ford Foundation named Crooke one of the ten innovators changing our world and profiled him as part of an elite, forward-thinking group of leaders who are shaping new sustainable businesses and influencing positive transformation around the world.

Crooke grew up in Oregon and is a former Navy SEAL. He has served as the CEO or president of a number of companies including Patagonia, Kelty, Pearl Izumi, and Revolution Living. He also serves on the Advisory Board of the Nantucket Project, the annual forum for visionaries, thinkers, performers, and innovators.

In his role as the Avamere Professor of Practice at the Lundquist College of Business, Crooke serves as an advisor and mentor to student venture teams. In addition, he has created and teaches a capstone advanced strategy course that integrates social and resource stewardship considerations with the traditional MBA disciplines of entrepreneurship, finance, and operations. Crooke firmly believes that this granular, multidisciplinary approach to creating and sustaining innovative businesses is the key to building a long-term competitive advantage in the twenty-first century.

More than just a visiting instructor, as the Avamere Professor of Practice, Crooke has a hand in developing curriculum and programs, and is also a frontline liaison with government and industry. A Professor of Practice is a special designation at the Lundquist College of Business that brings highly accomplished professional, academic, or government leaders to campus with the status of a full professor.