Primera appoints Michael Maravich as new CEO

Primera, a member-owned cooperative serving independent distributors in the turf, ornamental and specialty green industries, named Michael Maravich as chief executive officer, effective Nov. 9, 2026.

As CEO, Maravich will lead Primera’s strategic direction and work with the board, staff, member-owners and supplier partners to strengthen the cooperative’s value and support growth across its markets.

“Michael knows this industry from several sides of the business, as a supplier, distributor and trade association volunteering. He knows Primera intimately, in the past as a supplier and most recent as a board member representing Ewing Outdoor Supply and the greater membership,” said Anthony Luciano, chairman of Primera’s board of directors. “He understands the opportunities facing independent distributors and the importance of strong relationships with our supplier partners. We look forward to working with him as Primera enters its next chapter.”

During his 2015–2017 tenure at Primera, Maravich led strategic category objectives, managing supplier relationships, product programs and purchasing opportunities for member-owners. He currently serves as director of category management for Ewing Outdoor Supply’s maintenance and agronomics division. His career across distribution and manufacturing also includes roles at Sipcam Agro USA, Arysta LifeScience and Lesco/John Deere. Maravich holds a degree in turf and landscape management from The Ohio State University.

“I’m honored and motivated to join, represent and lead a dynamic group of successful industry distributors and professionals,” Maravich told Golfdom. “Our industry is ever changing, and at a faster pace than we’ve seen in a long time, for suppliers, distributors and end-users. Being able to adapt, pivot and expand in this environment requires alignment, sound strategy, communication and collaboration. Primera will continue to stay true to its long legacy and how its achieved success for over 25 years, but at the same time be focused on the future to provide long-lasting value to our member-owners and suppliers.”