Ben joined international distribution company Extreme International as Director of Sales in 1998. In 2000 Ben was made Managing Director of Extreme International and a director of the Extreme Group, which grew from a five man business to employing over 200 people worldwide over the next 5 years. Ben oversaw the growth and diversification of the distribution business, and was heavily involved in the launch of the Extreme Sports Channel and a wide range of ancillary business around the Extreme brand. He left Extreme in 2006 upon the sale of the Channel, and joined Zig Zag as Head of Distribution and Commercial Ventures, becoming Commercial Director in 2007.