Airborne, based in San Clemente, owns Foam Magazine, a publication for young women, Girls Learn to Ride and Women Learn to Ride, an event series and internet community, and publishes books, including a book about Jeffreys Bay.
Ross said he took the job because the girls market is underserved in action sports media. He also saw potential synergies in the intersection of printed publications, online media and e-commerce.
"Airborne owns a lot of internet assets and there is a lot of opportunity to take those assets and connect them with media and e-commerce," Ross said.
Ross is also interested in working with and learning from Airborne owner Jeff Berg. Berg, who founded an investment company that manages $800 million in assets, is a cofounder of Swell.com and an owner and chairman of the board of Surfline, Inc., according to the Surfline Web site.
Ross starts his new job today.