CEO and Public Company Leader JuE Wong (Olaplex Holdings, Elizabeth Arden, Inc.) Joins FireFly Automatix Board of Directors

– Wong brings extensive private and public company growth experience to complement FireFly’s leadership in AV and EV-Driven Professional Turfgrass Mowing Technology –


In 2023, FireFly premiered its first fully autonomous and EV offering, the AMP-L100, a milestone release within the company’s 14-year history. On the heels of this technology and market advance, Wong joins FireFly’s Board of Directors in propelling FireFly’s additional expansion through 2024 and beyond.

Wong brings a wealth of experience in Omni-Channel Distribution, International Expansion, IPOs and M&A to FireFly’s board, with a track record of transforming private, public and established businesses including PepsiCo, The Dial Corp (now Henkel) and Cargill Inc. She is also a culture-centric and social impact leader who motivates and inspires organizational teams to execute with excellence.

Most recently, as President and CEO of Olaplex Holdings Inc., Wong helped the company achieve an IPO in a record time of 6 months, producing one of the most successful consumer IPOs in the past 20 years. Prior to OLPX, she was the CEO of Moroccanoil Inc., President of Elizabeth Arden Inc., CEO of StriVectin Inc. and CEO of Astral Health and Beauty. Wong propelled each of these businesses to their next phases of growth.

“The level of experience and track record of success JuE Wong brings to FireFly is nothing short of phenomenal,” said Andrew Limpert, CEO of FireFly Automatix. “As we continue our path to additional market expansion and capitalization, she is an ideal addition to our company’s board.”

“FireFly Automatix is at the intersection of technology and commerce where time and labor efficiencies are amplified,” said Wong. “I am thrilled to be part of this transformation for good.”

Wong has been recognized by Wall Street Journal as one of the Top 50 Women to Watch, the Forbes 50 over 50, a CEW Achiever’s Honoree, a Finalist for the Ernst and Young EOY and received the International Alumnus Award from her alma mater The Australian National University (ANU).

“JuE Wong’s leadership covers a vast array of the areas that are most strategic for FireFly’s continued success,” said FireFly President Matt Aposhian. “We look forward to working closely with her as we continue to rapidly innovate and positively impact the turfgrass industry.”

JuE Wong graduated with Honors from The ANU and was on the Dean’s Honors list at University of California, Los Angeles (UCLA) as an exchange scholar.

About FireFly Automatix, Inc.: Founded in 2010 in Utah’s Silicon Slopes technology hub, FireFly Automatix, Inc. is a technology leader for turfgrass industries. From its headquarters in Salt Lake City, the company manufactures a continuum of autonomous, hybrid, and electric equipment for the golf, sports turf, and natural grass sectors. Their products provide increased productivity, fuel and labor savings, and data and connectivity to agriculture and turf management. For more information, visit

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Written by SerieAUKWire

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