Catherine Bowe has been appointed commercial director of Fitzgibbons International, a lifestyle business launched last year by professional surfer Sally Fitzgibbons and entrepreneur Mike Bray.

Bowe will lead the commercial objectives of Fitzgibbons Group across its lifestyle, talent management and foundation pillars.

The business has announced the release of a fitness app Train Like Sally and a women’s lifestyle event, The Sydney International Beach Festival in November – heralding a new World Surf League women’s-only surf competition.

“As an emerging young entrepreneur I want to surround myself with leaders in their fields,” said Sally Fitzgibbons. “As soon as I met Cat I knew she was someone I can learn from, and someone I can trust to take our business forward to achieve the Fitzgibbons International vision.”

Bowe joins the company after eight years at Fairfax Media where she departed as sponsorship director last month. She headed commercial strategy for the events division including over 50 events annually and 80 corporate partners.

The commitment of the commercial partners allowed for the rapid expansion of Good Food Month and City2Surf nationally and the inception of many others. Cat was responsible for a team which delivered a 580 per cent increase in corporate revenue over four years, and the largest sponsorship team in Australia.

“It’s so exciting to have someone of Catherine’s experience and calibre. She’s lead a team to a number of successes in her previous role, and it’s humbling that she has her sights set to do the same at Fitzgibbons International,” Fitzgibbons said.

“In her new role, Catherine will be a great representation of Fitzgibbons International in the commercial environment, and will be finding new synergies with partners for our productions and events moving forward.”

Commenting on her new role, Bowe said, “I saw immediately that Fitzgibbons International has the creativity, agility and passion to work with brands in unique and interesting ways through content, activations and value creation.

“Sally has such incredible energy and a clear inspiring vision for the business. I am very passionate about promoting a healthy lifestyle and am thrilled that my career and a passion has come together.”