Our Team

Keith Holland - General Manager
Keith started windsurfing in Rhode Island, where he is from, in 1982. In Rhode Island, bad weather meant good surf (hurricane, nor'easter, etc), so Keith sailed year round, sometimes walking through snow to get into the ocean. Maui was often featured in Windsurf Mag, and Keith realized that was definitely the place to be. After working in the water sports industry on the mainland and in the Caribbean, Keith moved to Maui in 1994. He has been the General Manager at Simmer Hawaii since 1998. As a kid from the Northeast who started windsurfing as a teenager, Keith dreamt of one day moving to Maui and running a windsurf shop. Simmer gave him the opportunity to live that dream and more.

Why is the Simmer community so special, unique and awesome?
Over the years, Simmer Hawaii has evolved into so much more than a windsurf shop. We now focus on authentic casually elegant beach lifestyle clothing and accessories while still supplying those who are into it the highest performance wind gear on the planet. ‘Lucky we live Maui’ is a local expression I find myself saying daily because there’s no place I would rather be. Stop by the shop in Paia, no matter how busy I am, I always have some time to talk story…

What’s Keith’s favorite water sport?
I still get out sailing as much as I can. Surf most days. Free dive and spearfish when there is no wind or surf. Also run the beach and open ocean swim.
In the winter when it’s on big time, I tow surf… Lots of  ways to have fun and stay fit.

What’s Keith’s favorite Maui beach?
Different beaches for different days and different activities, I really love them all.
Michele Simmer - Owner & Buyer
Michele visited Hawaii from a very young age. Her mother loved Hawaii, and Michele often visited as a child. As a teenager, Michele wanted to live on an island, so in her early 20s, moved from Los Angeles to Maui. She worked many jobs on Maui until the mid 80s when she, along with a friend, focused their passion for retail into the opening of a women’s retail boutique, called Jazz, where Michele honed her skills as a buyer. As wife to Klaus Simmer, Michele has been a part of the Simmer store since before Day 1. Although the store was once focused mainly on hard goods, there has always been a need for adorning the store with unique items and hand-picked soft good (apparel and accessories). Michele has a very keen eye and is a natural stylist, obvious through her buying choices. She stays on trend and fashion forward, offering clients new brands, even at times when those resources can be limited on Maui. Michele loves to buy products that support local Maui artists and businesses, women businesses, and Hawaii made goods. She has sourced locally made jewelry and other beautiful items that can be found only at Simmer in Paia.

What’s Michele’s favorite Maui activity?
I love yoga, hiking in the Crater, spin classes, and I have to be near the ocean

What’s Michele’s favorite Maui beach?
Baldwin Beach and Hamoa
Klaus Simmer - Owner
Klaus first visited Maui in 1978 to windsurf with Mike Waltze. In December of 1980, Klaus moved to Maui to learn sailmaking and work R&D with Barry Spanier and Geoff Bourne at Maui Sails.Klaus later joined his brother Malte who started Simmer Style in 1981 to develop and build the gear they needed to get into the big surf at Ho’okipa (as well as all the other sail spots on Maui’s North Shore). Initially, it was all custom windsurf sail orders directly from the loft (a converted garage) on Haiku Road. In 1985, the loft moved to a larger space at the Haiku Cannery. The current location in Paia evolved from Klaus and Malte’s original vision and Maui’s golden era of windsurfing. 

Why is the Simmer community so special, unique and awesome? 
Simmer has always been about pushing the envelope and making it easier to have fun on the water and in life with innovative and high quality products. This has been what has always attracted like-minded people from around the world to visit our store. I feel so blessed and lucky to have been able to make Maui and the North Shore my home. It’s amazing to be able to share all of it every day with people from all over the world.

What’s Klaus’ favorite water sport?
Any way to get in the water and have fun is a good way! I’ve always loved the elegance of wind sports, these days I’m spending most of my water time wing foiling.

What’s Klaus’ favorite Maui beach?
It depends on the conditions, we are beyond fortunate to have the selection of breaks and beaches we have on Maui’s North Shore, from Kanaha to Spreckelsville to Hookipa and Peahi.