History and valuation, page-17

"Taking notice of what Management do and not just their sales pitch isn't a trait of an amateur, so maybe you're the amateur LOL "

a director selling a small % of their shares, at the first opportunity they have had in a long time, seems pretty reasonable.
(personal circumstances don't have to have changed that week, could be due to EOFY or anything in proceeding months!)

management holdings of shares aren't listed, so you don't even know that the CEO doesn't hold any shares.
and even if he didnt..he is are new to business and the shares have been trading for all of 2 weeks!

IMO / DYOR!