Donald Cassel is not your typical business owner. In fact, for the most part his entire company is in the hands of key employees managing its direction while taking input from all the employees. While this can be seen as very risky if steered down the wrong avenue, he has found success for merely 20 years operating with this philosophy. At the same time, he's seen share of failures as most have but for the most part has been able to weather the hard times where others gave up. One thing has always been clear, Donald doesn't follow rules or play status quo with the industry. He has been committed to continuously being innovative, going as far as hand sculpting each new truck design with the input of the pro skaters he sponsors. He's the old fashion kind whose blueprints are hand drawn with every pencil stroke reflecting his architectural background. What's really interesting is that you'll never hear him brag about being the owner, President or CEO of numerous successful brands as most who are ego-driven. Rather, what one experiences when in the presence of Donald is that of a passionate, humble human being who simply does his thing. Often, his designs and hard work are knocked off or copied. While some would say that imitation is the most sincere form of flattery, it is unsettling to Donald. Yet, he accepts it with the good faith that others will always know that Grind King is an innovative company and are always first-to-the-market. When not discussing business, you will find Donald go off on tangents about philosophy or whatever new idea he has for that day. He loves to party and have a good time with friends. It seems like no matter where you go someone is saying hello or giving him a hug. On the contrary, he finds solace as an introvert nestled at his home in the Pacific Palisades, a humble reward to years of hard work and determination.