As innovators, we are driven to improve, to never settle. Each wave is an opportunity to develop, to learn and grow. Surfers have been riding waves for hundreds of years, and it is with deep respect that we continually refine surf equipment with feedback from the elite surfers and shapers in the world. We continue to learn together so that we can in turn equip the beginning surfer to the world champ with the right product, and clear information so they can easily dial in their equipment. This is why we spend our resources on tools like The Ride Number and a bunch of in house engineers instead of relying on the next flashy advertising campaign.