New Strategic Advisor M. Max Yzaguirre

January 23, 2024

We welcome Max Yzaguirre to FireFly Automatix as a new strategic advisor. He brings a wealth of knowledge and experience that will help guide our growth and development as we enter new sectors of the turf industry.

Max Yzaguirre photo

“I’m impressed by the people that I’ve met at FireFly and the culture of innovation that Steve, Andrew, Matt and the team have built. FireFly’s AV and EV harvester and mower technology is poised to add progressively more value to its growing list of customers as the company continues to improve the efficiency of its operations. I look forward to an exciting year for FireFly as it prepares for additional capitalization, continues to innovate around its technology, and increases its market share, and I’m excited to help the team achieve its objectives.”

– M. Max Yzaguirre

Max has over 35 years of leadership experience in domestic and international business, government, and law. Educated at the University of Texas in both Finance and Law, he has specific executive expertise in starting new businesses in transitioning or evolving market conditions. Max also offers expertise in a wide range of industries and sectors, including electricity, oil and gas, banking, real estate, telecommunications, and private equity investing.

Mike Pettingill, FireFly CFO, said: “Max Yzaguirre’s background is ideal for FireFly, ranging from his areas of industry focus, his public/private company background, and perhaps most especially his experience and success in navigating complex and evolving market conditions.”

Max has served on the Boards of Directors of many publicly-listed and privately-held companies, and has experience serving as Chairman of Audit & Compliance, Risk and Compensation Committees. He currently serves on the Boards of Directors of Altria Group, Inc. (NYSE: MO), Aris Water Solutions, Inc. (NYSE: ARIS), Luther Burbank Corporation (NASDAQ: LBC) and Luther Burbank Savings, an FDIC insured, California-chartered bank. Max is a current member of the National Association of Corporate Directors (NACD) and the Latino Corporate Directors Association (LCDA).

In addition, Max has previously served on the Board of Directors of the Texas Business Hall of Fame Foundation (including serving as its Chairman), on the Board of Directors of the Texas Wildlife Association, on the Board of Directors of the Border Trade Alliance, on the Marine Science Advisory Council of the University of Texas Marine Science Institute, on the CBA Advisory Council of the University of Texas Graduate School of Business and on the Mexico Advisory Committee of the University of Texas Institute for Latin American Studies.