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Photo of Michael Crooke, PhD

Michael Crooke, PhD
Assistant Professor of Strategy

Phone: (310) 506-4020
E-mail: michael.crooke@pepperdine.edu

  • PhD, Claremont Graduate University
  • MBA, Humboldt State University
  • BS, Humboldt State University

Dr. Michael Crooke is an assistant professor of strategy at Pepperdine University's Graziadio School of Business and Management. Dr. Crooke coordinates the school's new Certificate in Socially, Environmentally and Ethically Responsible (SEER) Business Practice Strategy, and he teaches the capstone course on responsible business practice in the Spring trimester. He teaches the full-time MBA classes on strategy and leadership for organizational success.

Crooke is concurrently an independent consultant counseling various high-growth businesses on strategic issues. He also serves as a member of the board of Miraval Life in Balance, one of the most highly ranked destination wellness spas and resorts in the world, participating in strategic decision making regarding branding, marketing, and compensation. Most recently, Crooke led the successful turnaround and repositioning of prAna LLC, an outdoor industry clothing company. As CEO, Crooke and his team divested unprofitable operations, developed new strategies and completely revamped all aspects of the operations in order to scale. The company is now profitable.

From 2005-2007, Crooke was CEO of Revolution Living, a group of companies working to change the way consumers and brands interact. Revolution Living was founded on the principle that business success is predicated on a commitment to corporate citizenship, environmental stewardship, product/service quality, and financial strength. In 2007-2008, Crooke served as the senior advisor to Revolution Living.

From 1999 to 2005, Crooke 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, Crooke 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 legendary backpack innovator Kelty Packs for several years and has also worked in senior leadership roles with other outdoor companies, including Yakima and Moonstone Mountaineering.

Crooke currently serves as a director of the following non-profit boards: Earth Day Network, founded by Denis Hayes, the co-originator of Earth Day; Cate School, located in Carpinteria, Calif. He has also held director positions on the boards of the following organizations: 1% for the Planet founded by Yvon Chouinard; Channel Keepers (Santa Barbara chapter), founded by Robert Kennedy; Patagonia, Inc.; and the Conservation Alliance, the outdoor industry's environmental grant-giving organization, including one year as board president.

Crooke holds a Ph.D. in management from Claremont Graduate University. His dissertation examined the role of values (CSR) in high performance organizations. Crooke holds a B.S. in forestry and an MBA from Humboldt State University. Early in his career, Crooke served as a Navy SEAL with Underwater Demolition Team 12 (UDT12) for four years, after successfully graduating from BUD/S training (Basic Underwater Demolition/SEAL).