From Its First Athlete Ambassador 24 Years Ago to Running The Company - Boost Promotes Jason Haynes to Chief Executive Officer

"This appointment recognises the incredible impact that Haynes has had on the business over the last 7.5 years, and the need for strong leadership as we move into a tremendously exciting new phase for the brand"

Now CEO, Haynes' first association with the brand was as its inaugural brand ambassador 24 years ago when he was a professional snowboarder and Australian Champion

Telco veteran Warren Hardy to retire after more than 30 years in the industry

SYDNEY, Australia, July 18, 2024 - BOOST MOBILE, the world's largest youth-focused telco brand, has today announced that Jason Haynes has been promoted to the role of Chief Executive Officer. For the past 7.5 years, Haynes has held the role of General Manager and Chief Marketing Officer, and has overseen a period of sustained, record growth for the brand in the prepaid market. As CEO, Haynes will now be responsible for the next phase for Boost, which is focused on expansion beyond prepaid mobile-only services, and into new markets and categories, including Broadband services.

As part of changes to the Boost management team, telco veteran Warren Hardy will depart the business and retire after more than 30 years in the industry.

"This appointment recognises the incredible impact that Haynes has had on the business over the last 7.5 years, and the need for strong leadership as we move into a tremendously exciting next phase for the brand," said Boost Founder and Board Member Peter Adderton.

"We are focused on taking full advantage of the strength of the Boost brand and what it stands for in the prepaid market and beyond. Haynes and our incredible team live the brand, care for our customers, and wake up every day ready to fight for the best deals for them. I congratulate Haynes on his promotion and look forward to continuing our longstanding relationship."

"On behalf of the Board, I would also like to sincerely thank Warren Hardy for everything he has done for Boost during his tenure. His expertise has helped us navigate through some very important challenges to our business and come out on top, and I wish him well in his retirement." 

Haynes joined Boost in 2017 following two years as CEO at creative agency 3CMG. Prior to that he spent eight years at Hurley, a subsidiary of Nike Corp, as General Manager Australasia where he successfully grew the business three-fold during his tenure with a focus on product, brand, relationships and the customer experience. 

Under Hayne's direction, Boost Mobile has been the fastest growing independently owned mobile brand in Australia for several years, as measured by organic customer acquisition. Through building a stronger, more engaging brand and broadening its product portfolio, Boost has close to tripled its customer base in recent years. 

Such growth has come from often challenging industry norms, including heavy promotion and reinvigorating of the 12-month SIM options at a time when the majority of telcos were focused only on month-to-month options. Such long life offering now deliver access to the full Telstra network for less than $25 a month, and means that Boost is now supporting more than 1 million Australian consumers while adding value to both its customers and Boost shareholders.

On the back of this elevated brand and solid performance, in 2021, Boost extended its network deal with Telstra for a further 10 years, to ensure access to the biggest network in the country for its prepaid consumers. 

During his time with the company, the team at Boost has been a driving force for Boost's promotion of recycled and refurbished technology, particularly smartphones, since mid-2019. Boost furthered this initiative in late 2022 when it launched its very own Trade-In app, allowing Australians an easy, convenient and safe way of trading in their old smartphones and iPads for cash. 

Boost recently announced it expansion beyond mobile offerings for the very first time in its 24-year history with the upcoming launch of "Boost Broadband" and a new range of NBN (National Broadband Network) and NBN+ (High Speed Fibre to the home or workplace) offers. It is also focused on additional category opportunities while it explores other markets beyond Australia where the Boost brand would also resonate and disrupt the market.

"A strong brand, great value, an elevated consumer experience and always fighting for the best deals for our customers means that we are now one of the most trusted telco brands in the country. While we have grown significantly in recent years, I believe that we are only just scratching the surface, and that the Boost brand can resonate well outside of mobile and broadband services, and even beyond Australia." said Jason Haynes.

"Our brand growth has included exploring new ways to introduce our brand to a wider cross-section of Australians. We live at the intersection of sport and culture and are very active supporters of sports including motorsport, surfing, skateboarding and more. Recently adding football into our sponsorship portfolio shows that we can move into new areas in our own unique way, giving fans a true Boost brand experience."

Supporting Australian sport and key athletes is an area that Haynes knows well, as a former professional champion snowboarder who was himself Boost Mobile's first ever brand ambassador 24 years ago, appearing in early promotions and advertisements for the brand. 

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About Boost Mobile 

Since humble beginnings in August 2000, we've become a leading youth mobile brand. We're here to give you more…

The team at Boost Mobile are dedicated to putting its customers first. With access to the full coverage of the Telstra Network, we're pushing hard to bring you a great network, loads of data, no lock-in contracts with great value.

We support many of the country's hottest artists, athletes, parties and events to bring you more rewards, content and VIP access just for being with us.

Find out more at www.boost.com.au