Toby Bost, the CEO of O’Neill Clothing, one of the biggest action sport apparel companies in the world, goes undercover posing as medical school drop out competing on a reality show to win money to open his own surf shop. Growing up, Toby was always into action sports and went into the retail business instead of following his father and grandfather’s footprints and becoming a doctor like they had wanted. Toby is going undercover because O’Neill is trying to open more stores and he wants to find out they can to better to make sure that O’Neill is number one and their stores are successful.
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