Alliance MultiMedia – Cardiff CA, (October 25th, 2017) – Jefferson Mathis a.k.a; @jeffshotthat, has been named the new Editor for the wake culture leading Alliance Wake Magazine. Mathis has been a prominent up and coming photographer over the past few years with a fresh look and style to his photography and a true connection with the sport and industry. Jeff will immediately take the editorial reins for both Alliance Wake Magazine and

Publisher, Bill McCaffray said, “We are super happy to have Jeff on the Alliance Team. We have worked together for years and this came together perfectly. We took our time to make the right decision for this critical position. Jeff is family, and together with Cole Vanthof in Orlando, these guys are going to send it.”

Originally from Montgomery, AL, Jeff fell in love with wakeboarding at the age of 13 and he spent as much time as he could at his parent’s home on Lake Martin. Jeff became highly invested in the local wake scene by helping out at clinics as well as grassroots contests, focusing on getting as many people involved in the sport as he could. He began shooting photos and putting out video parts for the riders around his home lake. This developed into a passion for photography which grew every day, he has managed to make a name for himself in the wake industry and his work has been published in magazines around the globe.

Mathis said, “Alliance has always been the raddest magazine out there, and for me to be a part of that family is just unreal! I’m stoked!”

Focusing on the next generation of riders while staying true to the roots, style and founders of the sport, Jeff is excited to bring fresh ideas to the table. Alliance is stoked to help him channel his passion for the watersports industry into growing all of the Alliance media properties.

Check out some of Jeff’s latest work here: