Boost Mobile appoints Jason Haynes as new CEO

Boost Mobile has announced the promotion of Jason Haynes to Chief Executive Officer. Haynes has served as the General Manager and Chief Marketing Officer for the past 7.5 years, overseeing significant growth within the company's prepaid market segment. His new role will involve steering Boost into new markets, including broadband services.

Peter Adderton, Boost Founder and Board Member, commented on the appointment, highlighting Haynes' significant impact. "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," Adderton said. "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’ relationship with Boost began 24 years ago when he served as the brand's first ever ambassador while pursuing a career as a professional snowboarder. His tenure at Boost has been marked by strategic moves that bolstered the company’s reputation and reach, such as pushing 12-month SIM options which contrast with the prevailing industry focus on month-to-month plans.

Boost Mobile has grown rapidly under Haynes' leadership, becoming a major player in the Australian prepaid market. The introduction of long-life offerings that provide access to the full Telstra network at competitive prices has increased the company's consumer base to over a million. The brand's successful strategies have further enabled it to solidify a network deal with Telstra, extending their partnership for another decade.

In addition to changes in executive leadership, telco veteran Warren Hardy is set to retire after more than 30 years in the industry. Adderton expressed gratitude for Hardy's contributions. "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," he stated.

Boost has also been an advocate for sustainable technology. In mid-2019, the company began promoting recycled and refurbished smartphones, culminating in the launch of the Trade-In app in 2022. This app provides Australians with a convenient way to trade in old smartphones and iPads for cash.

Reflecting on his new role, Haynes indicated ambitions to broaden Boost’s product portfolio further, including entering the broadband service 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," Haynes stated.

Boost has firmly positioned itself at the intersection of sports and culture through active support and sponsorship of various sports including motorsport, surfing, skateboarding, and most recently, football. "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," stated Haynes.

Haynes' ascent from being the brand’s first ambassador to CEO exemplifies his longstanding commitment and familiarity with Boost Mobile. His leadership is expected to guide the company in its next phase of growth and market expansion.