Rich Novak is a legendary figure in action sports, the co-founder of NHS, Inc. (home to Santa Cruz Skateboards, Independent Trucks, etc.) in 1973, and played a key role in creating Santa Cruz Bicycles, making him central to the iconic Santa Cruz surf and skate scene and its global brands. Known for his innovation, down-to-earth nature, and foundational role in shaping modern skateboarding and mountain biking, he's a true Santa Cruz icon.