CEO Corner

Each quarter I share thoughts about business and life with the Surf team

CEO Corner Q4 2025

Keep the Momentum Alive

At Surf Internet, we believe progress isn’t optional – it’s essential. As Lou Holtz said, “You’re either growing or you’re dying.” With a new year ahead, I’m challenging all of us, including myself, to set goals that truly move us forward.

This year, I encourage everyone to use the SMARTER Goal framework. It doesn’t just make goals measurable—it makes them meaningful:

S – Specific
M – Measurable
A – Actionable
R – Risky
T – Trackable
E – Exciting
R – Rewarding

Why “risky”? Because growth lives outside your comfort zone. My own Masogi for 2025, completing Ironman Maryland, is a reminder that stretch goals change us. And “exciting” and “rewarding” matter because your goals should light you up, not weigh you down.

Start with a quick life audit: What’s one thing you wish you’d done differently in 2025, and how can that become fuel for growth? Then choose a few meaningful goals across the areas that matter most—your health, family, finances, work, and inner life. Keep it simple and focus on progress, not perfection.

If you really want to take this to the next level, consider writing a Vivid Vision for your life, a concept popularized by Cameron Herold. Instead of a short mission statement, a Vivid Vision is a detailed, three-year snapshot of your future, written in the present tense, describing what success looks and feels like in every area of your life. It’s a powerful way to align your goals with your deepest aspirations.

The clock is ticking. When December 31, 2026, arrives, will you say, “That was my best year ever”? Choose growth. Keep the momentum. Make it SMARTER.

And if you’re comfortable, share your goals with me—I’d be honored to pray for and support you.

CEO Corner, Q3 2025

I recently came across the idea of the Misogi Challenge on the Depth Not Width website, and it immediately resonated with me. Traditionally, misogi is a Japanese ritual of purification—standing beneath icy waterfalls to cleanse both body and mind. Today, it’s been reimagined as taking on one bold, transformative challenge each year—something so difficult it reshapes the other 364 days of your life.

This year, I’ve chosen my misogi: completing my last full Ironman in Cambridge, Maryland, on September 20. It’s a grueling test of endurance, grit, and preparation—but more than that, it’s a personal commitment to growth. Alongside it, I’ve set a goal to raise $10,000 for Ribbon of Hope, a cancer support ministry close to my heart. That deadline—September 19—is just as important. This isn’t just about physical achievement; it’s about impact. And in this case, the impact is doubled, since every dollar raised will be matched.

When I reflect on the years that truly defined me, they weren’t the easy ones. They were the ones where I stepped into the unknown, faced discomfort, and risked failure. Those are the years that shaped me—personally and professionally.

In many ways, Surf is a misogi too. Every day, we take on challenges that stretch us—building networks where others won’t, reshaping customer expectations in an industry dominated by giants, and pushing ourselves to deliver more than “good enough.” It’s not easy, but it’s meaningful. And it matters.

So here’s my encouragement to you: don’t let this year slip by in a blur of routine. Choose a misogi for yourself—something that scares you just enough to remind you of your potential. It doesn’t have to be monumental, but it should stretch you in a way that leaves a mark.

That’s how we grow. That’s how we create years worth remembering. And that’s the mindset that will keep Surf moving forward.

CEO Corner, Q2 2025

This month’s theme is one that has stuck with me since high school: If it’s worth doing, it’s worth doing your best.

One day, my physics teacher asked me to stay after class. I still remember the look on his face. It wasn’t disappointment. It was belief. He said, “Gene, you’re already here. You’ve got to sit through the class regardless. Why not make it count?”

He helped me realize something I hadn’t before. While school might’ve been free, what I chose to take from it could open doors that cost thousands later. That moment changed how I approached everything.

From then on, I stopped “just showing up.” Whether it was football, wrestling practice, or my first job, I gave more. And what I discovered was this: The leap from average to excellent isn’t as big as we think. It’s usually a matter of choice and a little extra effort.

This idea is at the heart of Mark Sanborn’s The Fred Factor—the book that inspired our Freddy Award. Fred, a postal worker, took an everyday role and made it remarkable through consistent excellence. He didn’t wait for someone to ask or reward him—he just chose to care a little more. To do a little more.

So today, I challenge you to go all in. Whatever the task—make it matter. Show up. Lean in. Choose to be extraordinary. We’re not here to settle for “good enough.” We’re here to be great.

CEO Corner Q1 2025

Grit isn’t just a part of Surf, it’s the foundation of who we are. Over our 25-year history, our team has repeatedly shown that when faced with challenges, we don’t back down. Our grit, paired with our core values, is what sets us apart.

While many businesses pulled back in 2009, during the Great Recession, we chose to grow. This decision wasn’t just about survival, it was about innovation and finding new ways to serve our customers. Out of that time, our commercial and E-Rate business was born, expanding our reach and impact.

In 2015, we experienced an unimaginable loss when a team member passed away unexpectedly in the middle of the Surf/MapleNet Wireless merger. Our team came together, supporting both his family and our operations without hesitation. That experience solidified our integrity – doing the right thing, no matter how difficult – and inspired the Toby DeWeese Heart of a Warrior Award, which continues to honor resilience and dedication within our company.

In 2020, as the world faced uncertainty, we remained reliable. We kept each other safe while ensuring our customers stayed connected at a time when connectivity had never been more critical.

Most recently, during a system outage, our team once again proved our grit and commitment to responsibility. On Valentine’s night, our team spent hours working together to make sure our customers had uninterrupted service, reinforcing the trust that defines Surf and an unwavering commitment to doing the right thing.

Thank you for your hard work, your commitment, and your belief in what we do. Grit gets us through the tough times, but our core values are what keep us moving forward. As we take on new challenges and opportunities, we’ll keep pushing, adapting, and making an impact – together.

CEO CORNER, Q4 2024

Next year, Surf Internet celebrates 25 years as a company, a milestone that highlights not only our longevity but also our journey of growth and transformation. Since our early days, Surf has been driven by a clear vision: to bring communities the connectivity they need while constantly evolving to stay ahead of changing technology and customer expectations. Our path hasn’t always been easy, but the grit and determination of our team have been the backbone of our growth and success.

Anniversaries like this give us a chance to pause, reflect, and look forward with renewed purpose. What’s next for each of us, both in our roles at Surf and in our personal lives?

I believe in the power of setting clear goals – a vision for the future that challenges us to go beyond what’s comfortable. Think about what you want to accomplish in the next few years, and set three to five goals that will bring you closer to that ideal. Professionally, this might mean developing new skills, seeking leadership opportunities, or finding ways to improve the customer experience that sets Surf apart in our industry. Personally, your goals might focus on areas like work-life balance, nurturing relationships, or dedicating time to health and wellness. When we set meaningful goals, we create a roadmap that helps us grow as individuals and a company.

The past 25 years have shown that success isn’t just about reaching milestones; it’s about evolving with purpose. At Surf, we’re not just striving to be another internet provider – we want to set the standard for excellence in service, reliability, and customer care. As we move forward, let’s use this moment to double down on our commitment to those we serve and to one another. Together, let’s make the next 25 years as impactful as the first.

Thank you for being part of this journey and for your hard work, dedication, and vision, which have made Surf what it is today. Here’s to the future we’ll build together!

CEO Corner Q3, 2024

Our strategy at Surf Internet has always been to be the first fiber provider in a market. While I’m confident that Surf can compete with anyone, we’re not currently focused on building where another provider already has fiber. At some point in the future, that may change—but not today. Each of you plays a vital role in keeping us ahead. If you hear about competitive fiber near our serving area, please let me know.

That said, we do face competition and we have to be thinking about how we position ourselves in the market. While companies like Comcast and Frontier are out there, I believe our real competition is not other providers—it’s the ambivalence our potential customers feel about switching. People are unlikely to make a change unless they see clear benefits.

Some of you might not know this, but I used to be 100 pounds overweight. In high school, I wrestled in the heavyweight division, and for a long time, I just accepted that being overweight was my normal. That mindset stuck with me until I turned 40. When my mom turned 40, she had to undergo a seven-way open-heart surgery. Thankfully, she survived, but it was a wake-up call for me. Heart conditions run in our family, and I realized that if I didn’t make changes, I might face the same fate.

In that moment, the pain of staying the same became greater than the pain of making necessary changes in my life. I believe people don’t generally change unless they perceive the pain of change to be less than the pain of staying the same.

This is exactly how I see it with broadband subscribers. They aren’t likely to switch to Surf unless they believe that the pain of change is less than the pain of staying with their current provider. So, how do we overcome this ambivalence and make Surf the obvious choice for anyone considering a change? Prioritize a few principles that are pain-free for customers:

Make the path to becoming a Surf customer as easy and hassle-free as possible!

Radically focus on customer experience.

Maintain an ultra-reliable network.

Exceed customer expectations at every turn.

No pain – all gain. Let’s not simply compete – let’s win. It starts by championing ourselves as a decision that’s not the least bit hard to wrestle with.

Thank you for your continued dedication and hard work. Together, we can make Surf the clear choice for internet service.

CEO Corner, Q2 2024

I hope you’re feeling energized as we move into a new season full of opportunities. Recently, I had the pleasure of delving into Will Guidara’s philosophy of “Unreasonable Hospitality,” which he beautifully articulated in his TED Talk and book. Guidara’s approach transformed Eleven Madison Park into one of the world’s best restaurants by going above and beyond traditional service. He introduced the concept of a Dreamweaver — a role dedicated to creating unforgettable customer experiences by thinking outside the box and exceeding expectations.

The Dreamweaver’s mission is to seek out unique and personalized ways to delight customers, turning routine interactions into memorable experiences. By embodying this concept at Surf, we can ensure that our service is not just satisfactory but truly exceptional. This could mean anticipating customer needs before they express them, adding thoughtful touches to our interactions, or finding creative solutions to make our customers’ lives easier. A key concept from the book is one-size-fits-one service, which essentially means that we have a unique opportunity in each customer interaction to impact that individual customer’s experience.

In addition to Guidara’s insights, I’m reminded of Mark Sanborn’s “The Fred Factor,” a book that tells the story of Fred, a mail carrier who consistently went the extra mile for the residents on his route. Fred’s dedication turned an ordinary job into something extraordinary by focusing on genuine care and personalized service.

At Surf Internet, we are committed to integrating these principles into our culture. We aim to elevate our customer service by not only meeting but consistently exceeding expectations. This means finding those small yet impactful ways to delight our customers — much like Fred and the Dreamweavers.

Let’s face it, broadband internet service is becoming a commodity. Our customers could choose Comcast, Frontier, or many others. It is our belief that the one thing that will separate Surf from the rest of the competition is our focus on customer experience.

So, in light of that, let’s ask ourselves daily: How can we add a touch of magic to our interactions? How can we transform ordinary moments into extraordinary experiences for our customers?

I encourage each of you to embody the spirit of unreasonable hospitality and the dedication of a Fred. Together, we can create a culture where exceptional service is the norm, not the exception.

Thank you for your continued dedication and creativity. Let’s make Surf Internet a model of unparalleled customer service.

CEO Corner, Q1 2024

As we continue our journey towards excellence, I am excited to re-introduce an initiative that has helped us elevate our performance and drive meaningful results across the organization in the past, including reaching that magical 2,500 subscriber milestone a few years ago.

In the pursuit of our goals, it is important that we not only set ambitious targets but also execute them with precision and focus. To aid us in this endeavor, we will be re-introducing the Four Disciplines of Execution (4DX), a proven framework designed to catalyze extraordinary outcomes. This tool will allow us to develop a common vocabulary while working together on organizational goals.

Let’s delve into each discipline:

Discipline 1: Focus on the Wildly Important

This discipline underscores the importance of clarity and prioritization. By identifying our Wildly Important Goals (WIGs), we ensure that our efforts are aligned with the most impactful outcomes, thereby maximizing our effectiveness.

Discipline 2: Act on the Lead Measures

Here, we recognize that not all actions yield equal results. By focusing on lead measures—those predictive of goal achievement—we can optimize our efforts and channel resources where they will have the greatest leverage.

Discipline 3: Keep a Compelling Scoreboard

Engagement is key to success. By maintaining a clear and compelling scoreboard, we provide visibility into progress, foster healthy competition, and inspire accountability at every level of the organization.

Discipline 4: Create a Cadence of Accountability

Accountability is the cornerstone of high-performance teams. Through regular check-ins, we establish a rhythm of accountability that encourages proactive problem-solving, celebrates successes, and facilitates course corrections as needed.

I urge each of you to reflect on and embrace the principles of 4DX wholeheartedly. By doing so, we will not only unlock our collective potential but also chart a course towards sustained excellence and success.

In the coming weeks, you can expect further communication regarding training and resources to support our adoption of 4DX. Together, let’s raise the bar and exceed expectations.

CEO Corner, Q4 2023

As we near the end of 2023, I want to congratulate everyone on an incredible year. The growth we’ve experienced and the records we’ve surpassed are a direct result of our collective dedication and hard work.

Reflecting on our accomplishments, I’m reminded of how the four-minute mile mark was beaten. For decades, the four-minute mile had eluded even the top runners. The closer they got to the mark, the harder it seemed to conquer it. Then in 1954, Roger Bannister, a lone wolf who didn’t adhere to conventional thinking or training, broke the mark with a time of three minutes, fifty-nine and four-tenths of a second. In just 46 days, the record was broken again, and today, over 1,750 runners have achieved what was once deemed impossible.

What changed? Those who have studied the phenomenon will tell you it’s not genetics, or advancements in training or technology. It’s psychological. The mental maps we hold have real impacts on what we can or cannot achieve. A limiting belief will keep us where we are. An aspirational belief will get us places far greater.

At one time, Surf’s four-minute mile was 2,500 customers. It seemed nearly impossible to accomplish that in nine months. Yet, through our collective efforts, we are now adding over 2,000 customers every month. As we continue to shift our frame of reference, we will find time and again that new possibilities open up and we will go farther than we ever expected.

Next year, our goal is to add another 90,000 passings, reaching 210,000 total. And we aim to connect 24,000 new subscribers to our service, for over 50,000 subscribers in all. These are numbers that at one time would seem astronomical. Today, we look at those numbers as a high, yet achievable summit. With the incredible team we have in place today, I’m confident we have everything it takes to get there.

Thank you for your commitment to Surf Internet’s success. Here’s to a remarkable year behind us and the exciting challenges and achievements in our future.

CEO Corner, Q3 2023

During a recent meeting with our internal “Core Team,” I talked about a book I’ve been reading called “The Energy Bus” by Jon Gordon. The message within this remarkable book is one that resonates deeply with me, and I believe it highlights a key element in our collective success and happiness as a team.

Gordon explains that we all have two dogs inside us. One dog is positive, happy, optimistic, and hopeful. The other dog is negative, mad, sad, pessimistic, and fearful. These dogs thrive on the energy and attention we give them. When we choose to nurture and feed the positive dog with optimism, gratitude, and a can-do attitude, we pave the way for boundless positivity in our lives and the lives of those around us. On the other hand, if we succumb to the negative dog, filling our minds with doubt and pessimism, we inadvertently invite negativity into our daily experiences.

As we go into the second half of the year, we are more mindful of what it will take to reach the goals we’ve set this year for new customers, new passings, and customer experience. No doubt, things might become stressful. But it’s important that we “feed the positive dog” by only allowing and focusing on positivity and gratitude.

Each one of you plays an indispensable role in our company’s journey, and your commitment to nurturing the positive dog within will be the driving force behind our shared accomplishments.

I am proud to lead this exceptional team, and I am excited about the limitless possibilities that lie ahead. Together, let’s feed the positive dog within and make this year’s journey one of inspiration and achievement. All positive dogs aboard the Energy Bus!

CEO Corner, Q2 2023

I’ve been reading the book “Boys in the Boat,” the story of nine Americans and their epic quest for gold at the 1936 Berlin Olympics. The book details the sport of rowing, the power of teamwork, and how similar those things are to what we are experiencing at Surf. Two concepts the book talks about are the “swing” and “catching a crab.”

The “swing” is a magical moment in rowing. It’s when everyone in the boat is completely in unison, and the boat feels like it’s gliding effortlessly through the water. It’s a phenomenon that can only be experienced when everyone’s efforts are completely working together. It’s what we strive for daily — to have every one of our teams working in harmony to deliver exceptional customer experience every time.

“Catching a crab” occurs when a team member’s oar becomes stuck in the water, making it feel as though an oversized crab is attached and hanging on for dear life. When a rower catches a crab it breaks the rhythm of the team. It’s important to stay calm, assess the situation, and work together with their team to retrieve the oar and get back on track.

In rowing and in business, it’s not just about individual performance; it’s about how we work together as a team. Giving our all — every time, in everything we do. And sure, we may encounter unexpected challenges or obstacles that seem impossible to overcome. But just like in rowing, it’s how we handle these moments that define our success.

So let’s continue to work together, striving for perfect synchronicity, precision, and unity — knowing that we can handle any “crab” that comes our way. With hard work, determination, and a positive attitude, we will experience that perfect “swing” and achieve greatness together!

CEO Corner, Q1 2023

It’s no secret that personal fitness is a core value of mine. I absolutely love the health benefits, how it makes me feel, and how it helps me connect with others. Whatever the fitness goal, it always requires time, dedication, and plenty of hard work. And just because one event or one race is completed, that doesn’t mean I can sit back and relax. No! That’s when I start looking for the next event to register for or another goal to tackle – to be better, faster, and stronger.

As a company, we’ve spent the past year or more putting new processes and procedures in place, investing in equipment, making in-roads with community leaders, and adding talented people to our team. We’ve put in the time, dedication and hard work. And it’s paid off in extraordinary ways, like obtaining $100 million in new funding. The new year ahead is an opportunity to build on that and grow even stronger. That’s why Surf’s 2023 theme is “Strengthen.” We’ll use every ounce of our collective energy to strengthen our team, strengthen our goals, and strengthen the communities we serve.

This year’s theme of “Strengthen” is a call to action for us to come together as one team in pursuit of success. And what does success look like? The ultimate outcome is to continue to drive our best-in-industry Net Promoter Score to greater than 50, while scaling up our operations to add more than 1,000 new subscribers per month. We plan to build 50,000 additional FTTH passings in 2023 and connect over 14,000 new subscribers.

We’ll strengthen our foundation by working together with enthusiasm, determination and resilience. We are the driving force behind this mission – let’s make it happen! Together we can achieve amazing things!

CEO Corner, Q4 2022

The holidays are a wonderful time to reflect on the many things we are grateful for in our lives. The people we love, places we’ve been able to experience, health, gifts from God, as well as those things that we worked hard to bring to reality. I am especially grateful for our Surf family and your commitment to our collective goals. We have accomplished SO much – just check out the “Top 10” in the article below.

And with the end of the year comes the beginning of a new one. 2023 brings a fresh start filled with possibility. If you’ve been with us for at least a year, you may remember an email I sent out last December talking about setting SMART (Specific, Measurable, Attainable, Realistic, and Time-bound) goals. Not just New Year’s resolutions, SMART goals for the year. And not just for business…but for your personal life!

Did you write down your goals? I believe that the simple process of writing down your goals sets in motion events in the universe to bring about action. Turns out, I’m not crazy in my thinking! One researcher found that you are 42 percent more likely to achieve your goals just by writing them down.

While we are laser-focused on our work here at Surf (and killin’ it with our results), it’s equally important to find fulfillment in your own personal and/or family goals. If you wrote down your goals last year, how did you do? What are your plans to build off of that? If you didn’t write down your goals, it’s time to sharpen that pencil! No matter the goals, simple or totally “out there,” write them down and commit to making them happen in the year ahead.

Have ideas. Do them.

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As Lou Holtz said, “You’re either growing or you’re dying.” With a new year ahead, I’m challenging all of us, including myself, to set goals that truly move us forward.\n \nThis year, I encourage everyone to use the SMARTER Goal framework. It doesn’t just make goals measurable—it makes them meaningful:\n<ul style=\”margin-top: 0in;\” type=\”circle\”>\n<li class=\”MsoNormal\” style=\”color: #4a4a4a; margin-bottom: 0in; line-height: 10.5pt; mso-list: l0 level1 lfo1; tab-stops: list .5in;\”>S – Specific</li>\n<li class=\”MsoNormal\” style=\”color: #4a4a4a; margin-bottom: 0in; line-height: 10.5pt; mso-list: l0 level1 lfo1; tab-stops: list .5in;\”>M – Measurable</li>\n<li class=\”MsoNormal\” style=\”color: #4a4a4a; margin-bottom: 0in; line-height: 10.5pt; mso-list: l0 level1 lfo1; tab-stops: list .5in;\”>A – Actionable</li>\n<li class=\”MsoNormal\” style=\”color: #4a4a4a; margin-bottom: 0in; line-height: 10.5pt; mso-list: l0 level1 lfo1; tab-stops: list .5in;\”>R – Risky</li>\n<li class=\”MsoNormal\” style=\”color: #4a4a4a; margin-bottom: 0in; line-height: 10.5pt; mso-list: l0 level1 lfo1; tab-stops: list .5in;\”>T – Trackable</li>\n<li class=\”MsoNormal\” style=\”color: #4a4a4a; margin-bottom: 0in; line-height: 10.5pt; mso-list: l0 level1 lfo1; tab-stops: list .5in;\”>E – Exciting</li>\n<li class=\”MsoNormal\” style=\”color: #4a4a4a; margin-bottom: 0in; line-height: 10.5pt; mso-list: l0 level1 lfo1; tab-stops: list .5in;\”>R – Rewarding</li>\n</ul>\nWhy “risky”? Because growth lives outside your comfort zone. My own Masogi for 2025, completing Ironman Maryland, is a reminder that stretch goals change us. And “exciting” and “rewarding” matter because your goals should light you up, not weigh you down.\n \nStart with a quick life audit: What’s one thing you wish you’d done differently in 2025, and how can that become fuel for growth? Then choose a few meaningful goals across the areas that matter most—your health, family, finances, work, and inner life. Keep it simple and focus on progress, not perfection.\n \nIf you really want to take this to the next level, consider writing a Vivid Vision for your life, a <a title=\”https://pqzzhpebb.cc.rs6.net/tn.jsp?f=001bmuhRK1NdHBVfJRybtn53apEQde67PWwdqYo_9Ln6td-kmc5ANTQjvonmmxjpt8ZAv0IjmZNxdVd7eWw0D7KiyJQAJyty4faW_Q-ERn7N7dmTuPx73l8IhEQdpVIH9fmkrIQ7h9AJguo-kbvGtvr5UUD7Mhsadj3flF3VCpPFbJO1RyAuXzU7A==&c=Fuk1sFQIfBGGJZwqgfG1ciGhGxO\” href=\”https://pqzzhpebb.cc.rs6.net/tn.jsp?f=001bmuhRK1NdHBVfJRybtn53apEQde67PWwdqYo_9Ln6td-kmc5ANTQjvonmmxjpt8ZAv0IjmZNxdVd7eWw0D7KiyJQAJyty4faW_Q-ERn7N7dmTuPx73l8IhEQdpVIH9fmkrIQ7h9AJguo-kbvGtvr5UUD7Mhsadj3flF3VCpPFbJO1RyAuXzU7A==&c=Fuk1sFQIfBGGJZwqgfG1ciGhGxOsPgOJj7cN_MlWl8FNuvK0dJU6iQ==&ch=g0SVueICs5QKKbYFrW8K1D1mFM3dWl53amg9hXIcXhx-2B-jrmCHBg==\”>concept popularized by Cameron Herold</a>. Instead of a short mission statement, a Vivid Vision is a detailed, three-year snapshot of your future, written in the present tense, describing what success looks and feels like in every area of your life. It’s a powerful way to align your goals with your deepest aspirations.\n \nThe clock is ticking. When December 31, 2026, arrives, will you say, “That was my best year ever”? Choose growth. Keep the momentum. Make it SMARTER.\n \nAnd if you’re comfortable, share your goals with me—I’d be honored to pray for and support you.\n</td>\n</tr>\n</tbody>\n</table>\n</td>\n</tr>\n</tbody>\n</table>\n</td>\n</tr>\n<tr>\n<td style=\”background: white; padding: 7.5pt 26.25pt 15.0pt 26.25pt;\”> </td>\n</tr>\n</tbody>\n</table>\n</div>\n</td>\n</tr>\n<tr>\n<td style=\”padding: 0in 0in 0in 0in;\”>\n<div align=\”center\”>\n<table class=\”MsoNormalTable\” style=\”width: 6.25in;\” border=\”0\” width=\”600\” cellspacing=\”0\” cellpadding=\”0\”>\n<tbody>\n<tr>\n<td style=\”background: white; padding: 0in 15.0pt 0in 15.0pt;\”>\n<table class=\”MsoNormalTable\” border=\”0\” width=\”100%\” cellspacing=\”0\” cellpadding=\”0\”>\n<tbody>\n<tr>\n<td style=\”width: 420.0pt; padding: 0in 0in 0in 0in;\” valign=\”top\” width=\”560\”>\n<div align=\”center\”>\n<table class=\”MsoNormalTable\” border=\”0\” width=\”100%\” cellspacing=\”0\” cellpadding=\”0\”>\n<tbody>\n<tr>\n<td style=\”padding: 0in 0in 3.75pt 0in;\”>\n<span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”>CEO Corner, Q3 2025\n</td>\n</tr>\n</tbody>\n</table>\n</div>\n</td>\n</tr>\n</tbody>\n</table>\n</td>\n</tr>\n</tbody>\n</table>\n</div>\n</td>\n</tr>\n</tbody>\n</table>\n</div>\n \n<div align=\”center\”>\n<table class=\”MsoNormalTable\” style=\”width: 934.5pt;\” border=\”0\” width=\”1246\” cellspacing=\”0\” cellpadding=\”0\”>\n<tbody>\n<tr>\n<td style=\”padding: 0in 0in 0in 0in;\”>\n<div align=\”center\”>\n<table class=\”MsoNormalTable\” style=\”width: 6.25in;\” border=\”0\” width=\”600\” cellspacing=\”0\” cellpadding=\”0\”>\n<tbody>\n<tr>\n<td style=\”background: white; padding: 0in 15.0pt 0in 15.0pt;\”>\n<table class=\”MsoNormalTable\” border=\”0\” width=\”100%\” cellspacing=\”0\” cellpadding=\”0\”>\n<tbody>\n<tr>\n<td style=\”width: 420.0pt; padding: 0in 0in 0in 0in;\” width=\”560\”>\n<table class=\”MsoNormalTable\” border=\”0\” width=\”100%\” cellspacing=\”0\” cellpadding=\”0\”>\n<tbody>\n<tr>\n<td style=\”padding: 0in 0in 0in 0in;\”>\nI recently came across the idea of the Misogi Challenge on the <a title=\”https://pqzzhpebb.cc.rs6.net/tn.jsp?f=001v6FMs77LRdeb1OyvFw_yxtkQPNm3TG5_G6tccK_xPI5HwDIAz8CWnHNVWOJjPfZxcAUNL_EJQaFovXvatXRPpJmaQxMf83rXumRmPw67Ot_KzgqVkvDCGfzKXToDghnRNsP8T91du5xsQxBjsWQR1okrLYcFZ3rTfrKHmdaex6ESmDZ5R8ZBaOfzz3cCFLrV3w1NdPmaa7_FtqfizfK78J\” href=\”https://pqzzhpebb.cc.rs6.net/tn.jsp?f=001v6FMs77LRdeb1OyvFw_yxtkQPNm3TG5_G6tccK_xPI5HwDIAz8CWnHNVWOJjPfZxcAUNL_EJQaFovXvatXRPpJmaQxMf83rXumRmPw67Ot_KzgqVkvDCGfzKXToDghnRNsP8T91du5xsQxBjsWQR1okrLYcFZ3rTfrKHmdaex6ESmDZ5R8ZBaOfzz3cCFLrV3w1NdPmaa7_FtqfizfK78J-uKezoc52_YkUlQpNoXWGCa2qzqpb5Ng==&c=0GpqJN_Ii8HyAYD7vzGwX4wW0-2UZbcSIUyw0I_Aq7Zt5TK_gEUZZg==&ch=RUufiojnpx0fVAhybZzuX1fjLYH-ANwU5T0V9e_1tP7SNSqj114Ajw==\”>Depth Not Width <span style=\”font-size: 10.5pt; font-family: ‘inherit’,serif; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #0078bf; border: none windowtext 1.0pt; mso-border-alt: none windowtext 0in; padding: 0in; mso-font-kerning: 0pt; mso-ligatures: none;\”>website</a>, and it immediately resonated with me. Traditionally, misogi is a Japanese ritual of purification—standing beneath icy waterfalls to cleanse both body and mind. Today, it’s been reimagined as taking on one bold, transformative challenge each year—something so difficult it reshapes the other 364 days of your life.\n \nThis year, I’ve chosen my misogi: completing my last full Ironman in Cambridge, Maryland, on September 20. It’s a grueling test of endurance, grit, and preparation—but more than that, it’s a personal commitment to growth. Alongside it, I’ve set a <a title=\”https://pqzzhpebb.cc.rs6.net/tn.jsp?f=001v6FMs77LRdeb1OyvFw_yxtkQPNm3TG5_G6tccK_xPI5HwDIAz8CWnHNVWOJjPfZxti5oDuu3VGPwou2YGmDmfkShxV2DbM3f9VOdAW_ukzPCSBr5adM_QNGbHPoJr7cy1UVWSoKOFRiZ4TcPtnhjiXYifBYT2kYQutZTtTeJqkqnKZ9PIlJ5oyWGv8jWP1ZswAHUOmlGyBQ=&c=0GpqJN_\” href=\”https://pqzzhpebb.cc.rs6.net/tn.jsp?f=001v6FMs77LRdeb1OyvFw_yxtkQPNm3TG5_G6tccK_xPI5HwDIAz8CWnHNVWOJjPfZxti5oDuu3VGPwou2YGmDmfkShxV2DbM3f9VOdAW_ukzPCSBr5adM_QNGbHPoJr7cy1UVWSoKOFRiZ4TcPtnhjiXYifBYT2kYQutZTtTeJqkqnKZ9PIlJ5oyWGv8jWP1ZswAHUOmlGyBQ=&c=0GpqJN_Ii8HyAYD7vzGwX4wW0-2UZbcSIUyw0I_Aq7Zt5TK_gEUZZg==&ch=RUufiojnpx0fVAhybZzuX1fjLYH-ANwU5T0V9e_1tP7SNSqj114Ajw==\”><span style=\”font-size: 10.5pt; font-family: ‘inherit’,serif; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #0078bf; border: none windowtext 1.0pt; mso-border-alt: none windowtext 0in; padding: 0in; mso-font-kerning: 0pt; mso-ligatures: none;\”>goal to raise $10,000 for Ribbon of Hope</a>, a cancer support ministry close to my heart. That deadline—September 19—is just as important. This isn’t just about physical achievement; it’s about impact. And in this case, the impact is doubled, since every dollar raised will be matched.\n \nWhen I reflect on the years that truly defined me, they weren’t the easy ones. They were the ones where I stepped into the unknown, faced discomfort, and risked failure. Those are the years that shaped me—personally and professionally.\n \nIn many ways, Surf is a misogi too. Every day, we take on challenges that stretch us—building networks where others won’t, reshaping customer expectations in an industry dominated by giants, and pushing ourselves to deliver more than “good enough.” It’s not easy, but it’s meaningful. And it matters.\n \nSo here’s my encouragement to you: don’t let this year slip by in a blur of routine. Choose a misogi for yourself—something that scares you just enough to remind you of your potential. It doesn’t have to be monumental, but it should stretch you in a way that leaves a mark.\n \nThat’s how we grow. That’s how we create years worth remembering. And that’s the mindset that will keep Surf moving forward.\n</td>\n</tr>\n</tbody>\n</table>\n</td>\n</tr>\n</tbody>\n</table>\n</td>\n</tr>\n</tbody>\n</table>\n</div>\n</td>\n</tr>\n</tbody>\n</table>\n</div>\n<span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”> <span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”> <span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”> <span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”> <span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”> <span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”> <span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”> <span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”> <span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”> <span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”> <span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”> <span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”> <span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”> <span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”> <span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”>CEO Corner, Q2 2025\nThis month’s theme is one that has stuck with me since high school: If it’s worth doing, it’s worth doing your best.\nOne day, my physics teacher asked me to stay after class. I still remember the look on his face. It wasn’t disappointment. It was belief. He said, “Gene, you’re already here. You’ve got to sit through the class regardless. Why not make it count?”\nHe helped me realize something I hadn’t before. While school might’ve been free, what I chose to take from it could open doors that cost thousands later. That moment changed how I approached everything.\nFrom then on, I stopped “just showing up.” Whether it was football, wrestling practice, or my first job, I gave more. And what I discovered was this: The leap from average to excellent isn’t as big as we think. It’s usually a matter of choice and a little extra effort.\nThis idea is at the heart of Mark Sanborn’s The Fred Factor—the book that inspired our Freddy Award. Fred, a postal worker, took an everyday role and made it remarkable through consistent excellence. He didn’t wait for someone to ask or reward him—he just chose to care a little more. To do a little more.\nSo today, I challenge you to go all in. Whatever the task—make it matter. Show up. Lean in. Choose to be extraordinary. We’re not here to settle for “good enough.” We’re here to be great.\n<span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”>CEO Corner Q1 2025\nGrit isn’t just a part of Surf, it’s the foundation of who we are. Over our 25-year history, our team has repeatedly shown that when faced with challenges, we don’t back down. Our grit, paired with our core values, is what sets us apart. \nWhile many businesses pulled back in 2009, during the Great Recession, we chose to grow. This decision wasn’t just about survival, it was about innovation and finding new ways to serve our customers. Out of that time, our commercial and E-Rate business was born, expanding our reach and impact.\nIn 2015, we experienced an unimaginable loss when a team member passed away unexpectedly in the middle of the Surf/MapleNet Wireless merger. Our team came together, supporting both his family and our operations without hesitation. That experience solidified our integrity – doing the right thing, no matter how difficult – and inspired the Toby DeWeese Heart of a Warrior Award, which continues to honor resilience and dedication within our company.\nIn 2020, as the world faced uncertainty, we remained reliable. We kept each other safe while ensuring our customers stayed connected at a time when connectivity had never been more critical.\nMost recently, during a system outage, our team once again proved our grit and commitment to responsibility. On Valentine’s night, our team spent hours working together to make sure our customers had uninterrupted service, reinforcing the trust that defines Surf and an unwavering commitment to doing the right thing.\nThank you for your hard work, your commitment, and your belief in what we do. Grit gets us through the tough times, but our core values are what keep us moving forward. As we take on new challenges and opportunities, we’ll keep pushing, adapting, and making an impact – together.\n<span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”>CEO CORNER, Q4 2024\nNext year, Surf Internet celebrates 25 years as a company, a milestone that highlights not only our longevity but also our journey of growth and transformation. Since our early days, Surf has been driven by a clear vision: to bring communities the connectivity they need while constantly evolving to stay ahead of changing technology and customer expectations. Our path hasn’t always been easy, but the grit and determination of our team have been the backbone of our growth and success.\n \nAnniversaries like this give us a chance to pause, reflect, and look forward with renewed purpose. What’s next for each of us, both in our roles at Surf and in our personal lives? \n \nI believe in the power of setting clear goals – a vision for the future that challenges us to go beyond what’s comfortable. Think about what you want to accomplish in the next few years, and set three to five goals that will bring you closer to that ideal. Professionally, this might mean developing new skills, seeking leadership opportunities, or finding ways to improve the customer experience that sets Surf apart in our industry. Personally, your goals might focus on areas like work-life balance, nurturing relationships, or dedicating time to health and wellness. When we set meaningful goals, we create a roadmap that helps us grow as individuals and a company.\n \nThe past 25 years have shown that success isn’t just about reaching milestones; it’s about evolving with purpose. At Surf, we’re not just striving to be another internet provider – we want to set the standard for excellence in service, reliability, and customer care. As we move forward, let’s use this moment to double down on our commitment to those we serve and to one another. Together, let’s make the next 25 years as impactful as the first.\nThank you for being part of this journey and for your hard work, dedication, and vision, which have made Surf what it is today. Here’s to the future we’ll build together!\n<span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”> <span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”> \n<span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”>CEO Corner Q3, 2024\nOur strategy at Surf Internet has always been to be the first fiber provider in a market. While I’m confident that Surf can compete with anyone, we’re not currently focused on building where another provider already has fiber. At some point in the future, that may change—but not today. Each of you plays a vital role in keeping us ahead. If you hear about competitive fiber near our serving area, please let me know. \nThat said, we do face competition and we have to be thinking about how we position ourselves in the market. While companies like Comcast and Frontier are out there, I believe our real competition is not other providers—it’s the ambivalence our potential customers feel about switching. People are unlikely to make a change unless they see clear benefits.\nSome of you might not know this, but I used to be 100 pounds overweight. In high school, I wrestled in the heavyweight division, and for a long time, I just accepted that being overweight was my normal. That mindset stuck with me until I turned 40. When my mom turned 40, she had to undergo a seven-way open-heart surgery. Thankfully, she survived, but it was a wake-up call for me. Heart conditions run in our family, and I realized that if I didn’t make changes, I might face the same fate.\nIn that moment, the pain of staying the same became greater than the pain of making necessary changes in my life. I believe people don’t generally change unless they perceive the pain of change to be less than the pain of staying the same.\nThis is exactly how I see it with broadband subscribers. They aren’t likely to switch to Surf unless they believe that the pain of change is less than the pain of staying with their current provider. So, how do we overcome this ambivalence and make Surf the obvious choice for anyone considering a change? Prioritize a few principles that are pain-free for customers:\nMake the path to becoming a Surf customer as easy and hassle-free as possible!\n \nRadically focus on customer experience.\n \nMaintain an ultra-reliable network.\n \nExceed customer expectations at every turn.\n \nNo pain – all gain. Let’s not simply compete – let’s win. It starts by championing ourselves as a decision that’s not the least bit hard to wrestle with.\n \nThank you for your continued dedication and hard work. Together, we can make Surf the clear choice for internet service.\n<span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”>CEO Corner, Q2 2024\nI hope you’re feeling energized as we move into a new season full of opportunities. Recently, I had the pleasure of delving into Will Guidara’s philosophy of \”Unreasonable Hospitality,\” which he beautifully articulated in his TED Talk and book. Guidara’s approach transformed Eleven Madison Park into one of the world’s best restaurants by going above and beyond traditional service. He introduced the concept of a Dreamweaver — a role dedicated to creating unforgettable customer experiences by thinking outside the box and exceeding expectations.\nThe Dreamweaver’s mission is to seek out unique and personalized ways to delight customers, turning routine interactions into memorable experiences. By embodying this concept at Surf, we can ensure that our service is not just satisfactory but truly exceptional. This could mean anticipating customer needs before they express them, adding thoughtful touches to our interactions, or finding creative solutions to make our customers’ lives easier. A key concept from the book is one-size-fits-one service, which essentially means that we have a unique opportunity in each customer interaction to impact that individual customer’s experience.\n \nIn addition to Guidara’s insights, I’m reminded of Mark Sanborn’s \”The Fred Factor,\” a book that tells the story of Fred, a mail carrier who consistently went the extra mile for the residents on his route. Fred’s dedication turned an ordinary job into something extraordinary by focusing on genuine care and personalized service.\n \nAt Surf Internet, we are committed to integrating these principles into our culture. We aim to elevate our customer service by not only meeting but consistently exceeding expectations. This means finding those small yet impactful ways to delight our customers — much like Fred and the Dreamweavers.\n \nLet’s face it, broadband internet service is becoming a commodity. Our customers could choose Comcast, Frontier, or many others. It is our belief that the one thing that will separate Surf from the rest of the competition is our focus on customer experience.\n \nSo, in light of that, let’s ask ourselves daily: How can we add a touch of magic to our interactions? How can we transform ordinary moments into extraordinary experiences for our customers?\n \nI encourage each of you to embody the spirit of unreasonable hospitality and the dedication of a Fred. Together, we can create a culture where exceptional service is the norm, not the exception.\nThank you for your continued dedication and creativity. Let’s make Surf Internet a model of unparalleled customer service.\n<span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”>CEO Corner, Q1 2024\nAs we continue our journey towards excellence, I am excited to re-introduce an initiative that has helped us elevate our performance and drive meaningful results across the organization in the past, including reaching that magical 2,500 subscriber milestone a few years ago.\nIn the pursuit of our goals, it is important that we not only set ambitious targets but also execute them with precision and focus. To aid us in this endeavor, we will be re-introducing the Four Disciplines of Execution (4DX), a proven framework designed to catalyze extraordinary outcomes. This tool will allow us to develop a common vocabulary while working together on organizational goals. \nLet’s delve into each discipline:\nDiscipline 1: Focus on the Wildly Important\nThis discipline underscores the importance of clarity and prioritization. By identifying our Wildly Important Goals (WIGs), we ensure that our efforts are aligned with the most impactful outcomes, thereby maximizing our effectiveness.\nDiscipline 2: Act on the Lead Measures\nHere, we recognize that not all actions yield equal results. By focusing on lead measures—those predictive of goal achievement—we can optimize our efforts and channel resources where they will have the greatest leverage.\nDiscipline 3: Keep a Compelling Scoreboard\nEngagement is key to success. By maintaining a clear and compelling scoreboard, we provide visibility into progress, foster healthy competition, and inspire accountability at every level of the organization.\nDiscipline 4: Create a Cadence of Accountability\nAccountability is the cornerstone of high-performance teams. Through regular check-ins, we establish a rhythm of accountability that encourages proactive problem-solving, celebrates successes, and facilitates course corrections as needed.\nI urge each of you to reflect on and embrace the principles of 4DX wholeheartedly. By doing so, we will not only unlock our collective potential but also chart a course towards sustained excellence and success.\nIn the coming weeks, you can expect further communication regarding training and resources to support our adoption of 4DX. Together, let’s raise the bar and exceed expectations.\n  \n<span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”>CEO Corner, Q4 2023\nAs we near the end of 2023, I want to congratulate everyone on an incredible year. The growth we’ve experienced and the records we’ve surpassed are a direct result of our collective dedication and hard work.\n \nReflecting on our accomplishments, I’m reminded of how the four-minute mile mark was beaten. For decades, the four-minute mile had eluded even the top runners. The closer they got to the mark, the harder it seemed to conquer it. Then in 1954, Roger Bannister, a lone wolf who didn’t adhere to conventional thinking or training, broke the mark with a time of three minutes, fifty-nine and four-tenths of a second. In just 46 days, the record was broken again, and today, over 1,750 runners have achieved what was once deemed impossible.\n \nWhat changed? Those who have studied the phenomenon will tell you it’s not genetics, or advancements in training or technology. It’s psychological. The mental maps we hold have real impacts on what we can or cannot achieve. A limiting belief will keep us where we are. An aspirational belief will get us places far greater.\n \nAt one time, Surf’s four-minute mile was 2,500 customers. It seemed nearly impossible to accomplish that in nine months. Yet, through our collective efforts, we are now adding over 2,000 customers every month. As we continue to shift our frame of reference, we will find time and again that new possibilities open up and we will go farther than we ever expected.\n \nNext year, our goal is to add another 90,000 passings, reaching 210,000 total. And we aim to connect 24,000 new subscribers to our service, for over 50,000 subscribers in all. These are numbers that at one time would seem astronomical. Today, we look at those numbers as a high, yet achievable summit. With the incredible team we have in place today, I’m confident we have everything it takes to get there.\n \nThank you for your commitment to Surf Internet’s success. Here’s to a remarkable year behind us and the exciting challenges and achievements in our future.\n \n \n \n \n \n \n \n \n<span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”>CEO Corner, Q3 2023\nDuring a recent meeting with our internal “Core Team,” I talked about a book I’ve been reading called \”The Energy Bus” by Jon Gordon. The message within this remarkable book is one that resonates deeply with me, and I believe it highlights a key element in our collective success and happiness as a team.\n \nGordon explains that we all have two dogs inside us. One dog is positive, happy, optimistic, and hopeful. The other dog is negative, mad, sad, pessimistic, and fearful. These dogs thrive on the energy and attention we give them. When we choose to nurture and feed the positive dog with optimism, gratitude, and a can-do attitude, we pave the way for boundless positivity in our lives and the lives of those around us. On the other hand, if we succumb to the negative dog, filling our minds with doubt and pessimism, we inadvertently invite negativity into our daily experiences.\n \nAs we go into the second half of the year, we are more mindful of what it will take to reach the goals we’ve set this year for new customers, new passings, and customer experience. No doubt, things might become stressful. But it’s important that we \”feed the positive dog\” by only allowing and focusing on positivity and gratitude.\n \nEach one of you plays an indispensable role in our company’s journey, and your commitment to nurturing the positive dog within will be the driving force behind our shared accomplishments.\n \nI am proud to lead this exceptional team, and I am excited about the limitless possibilities that lie ahead. Together, let’s feed the positive dog within and make this year’s journey one of inspiration and achievement. All positive dogs aboard the Energy Bus!\n \n \n \n \n \n \n \n \n \n \n \n \n \n<span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”>CEO Corner, Q2 2023\nI’ve been reading the book “Boys in the Boat,” the story of nine Americans and their epic quest for gold at the 1936 Berlin Olympics. The book details the sport of rowing, the power of teamwork, and how similar those things are to what we are experiencing at Surf. Two concepts the book talks about are the “swing” and “catching a crab.”\n \nThe “swing” is a magical moment in rowing. It’s when everyone in the boat is completely in unison, and the boat feels like it’s gliding effortlessly through the water. It’s a phenomenon that can only be experienced when everyone’s efforts are completely working together. It’s what we strive for daily — to have every one of our teams working in harmony to deliver exceptional customer experience every time.\n \n“Catching a crab” occurs when a team member’s oar becomes stuck in the water, making it feel as though an oversized crab is attached and hanging on for dear life. When a rower catches a crab it breaks the rhythm of the team. It’s important to stay calm, assess the situation, and work together with their team to retrieve the oar and get back on track.\n \nIn rowing and in business, it’s not just about individual performance; it’s about how we work together as a team. Giving our all — every time, in everything we do. And sure, we may encounter unexpected challenges or obstacles that seem impossible to overcome. But just like in rowing, it’s how we handle these moments that define our success.\n \nSo let’s continue to work together, striving for perfect synchronicity, precision, and unity — knowing that we can handle any “crab” that comes our way. With hard work, determination, and a positive attitude, we will experience that perfect “swing” and achieve greatness together!\n \n \n \n \n \n \n \n \n \n \n \n \n \n<span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”>CEO Corner, Q1 2023\nIt’s no secret that personal fitness is a core value of mine. I absolutely love the health benefits, how it makes me feel, and how it helps me connect with others. Whatever the fitness goal, it always requires time, dedication, and plenty of hard work. And just because one event or one race is completed, that doesn’t mean I can sit back and relax. No! That’s when I start looking for the next event to register for or another goal to tackle – to be better, faster, and stronger.\n \nAs a company, we’ve spent the past year or more putting new processes and procedures in place, investing in equipment, making in-roads with community leaders, and adding talented people to our team. We’ve put in the time, dedication and hard work. And it’s paid off in extraordinary ways, like obtaining $100 million in new funding. The new year ahead is an opportunity to build on that and grow even stronger. That’s why Surf’s 2023 theme is “Strengthen.”  We’ll use every ounce of our collective energy to strengthen our team, strengthen our goals, and strengthen the communities we serve.\n \nThis year’s theme of “Strengthen” is a call to action for us to come together as one team in pursuit of success. And what does success look like? The ultimate outcome is to continue to drive our best-in-industry Net Promoter Score to greater than 50, while scaling up our operations to add more than 1,000 new subscribers per month. We plan to build 50,000 additional FTTH passings in 2023 and connect over 14,000 new subscribers.\n \nWe’ll strengthen our foundation by working together with enthusiasm, determination and resilience. We are the driving force behind this mission – let’s make it happen! Together we can achieve amazing things!\n \n \n \n \n \n \n \n \n \n \n \n \n \n \n<span style=\”font-size: 24.0pt; font-family: Montserrat; mso-fareast-font-family: ‘Times New Roman’; mso-bidi-font-family: ‘Times New Roman’; color: #181e54; mso-font-kerning: 18.0pt; mso-ligatures: none;\”>CEO Corner, Q4 2022\nThe holidays are a wonderful time to reflect on the many things we are grateful for in our lives. The people we love, places we’ve been able to experience, health, gifts from God, as well as those things that we worked hard to bring to reality. I am especially grateful for our Surf family and your commitment to our collective goals. We have accomplished SO much – just check out the “Top 10” in the article below. \n \nAnd with the end of the year comes the beginning of a new one. 2023 brings a fresh start filled with possibility. If you’ve been with us for at least a year, you may remember an email I sent out last December talking about setting SMART (Specific, Measurable, Attainable, Realistic, and Time-bound) goals. Not just New Year’s resolutions, SMART goals for the year. And not just for business…but for your personal life! \n \nDid you write down your goals? I believe that the simple process of writing down your goals sets in motion events in the universe to bring about action. Turns out, I’m not crazy in my thinking! One researcher found that you are 42 percent more likely to achieve your goals just by writing them down. \n \nWhile we are laser-focused on our work here at Surf (and killin’ it with our results), it’s equally important to find fulfillment in your own personal and/or family goals. If you wrote down your goals last year, how did you do? What are your plans to build off of that? If you didn’t write down your goals, it’s time to sharpen that pencil! No matter the goals, simple or totally \”out there,\” write them down and commit to making them happen in the year ahead. \n \nHave ideas. 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