American Wave Machines Inc., a maker of artificial wave technology, announced that the company has hired Robert Reynolds as its new chief operating officer.

According to the Solana-Beach-based American Wave, Reynolds will be closely working with the company’s adviser, Park Lane IBS, to identify growth opportunities for American Wave Machines and subsidiary companies.

According to the company, Reynolds is transitioning from Park Lane IBS where he serves as director of consumer sports and entrepreneur-in-residence.

Reynolds’ areas of expertise include licensing, strategic planning, financings, sales, business development, contract negotiation, and analysis across various industries and capital markets, American Wave said.

“Our business and technology are unique and already succeeding in standalone surf parks, and retail and entertainment centers, said Bruce McFarland, founder and president at American Wave Machines. “With Robert’s prior success in sports business and his passion for surfing, we will grow into new markets and types of facilities.”