You’re probably wondering: Another brand? What’s different about this one?
It’s the question I get most often. I still don’t have a one-liner. Saying “everything” feels like a cop-out—but it’s also the truth. The goal with Hydrocraft is a full reset: a ground-up re-imagination of what a brand in this space can be.
Born from late-night conversations, beers with friends, and too many “what if we did it this way?” moments, Hydrocraft is the point where talk turned into action. At some stage, you either keep saying how things should be done, or you shut up and do it. So here we are.
Today is a high point.
We’re launching something I’ve dreamed of since I was a kid: a brand built by a small, tight-knit crew I have deep respect for. Starting from a blank slate is terrifying and energizing all at once. There’s no safety net, no excuses, but there’s unlimited potential.
This isn’t a side hustle. It’s an all-in commitment to build something meaningful, and hopefully something you’ll fall in love with too.
Why We’re Doing This
After leaving my last job, I had months to think about what kind of future I wanted to build. I wrote down a list. Here’s what stood out:
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Direct Connection With Riders
We want gear to flow straight to the people who use it: better pricing, faster development, and a tighter feedback loop between riders and designers. -
Cross-Pollination Between Surf, Foil & Snow
Foiling has mostly lived in the wind community, but we see untapped opportunity in surf, snow, and wake. At the same time, foiling has pushed composites and engineering forward, we’re excited to bring that innovation back into surfboards, kiteboards, and snowboards when it makes sense. -
A Place Where Riders Build Careers
Too many insanely talented riders and builders work outside this industry because it’s too hard to make a living here. That’s backwards. Hydrocraft should be a place where brilliant, passionate people can build careers and support families. -
Building Something With Friends
It’s not unique, but it’s real. Life’s short. We’re chasing a dream together—and hopefully inspiring others to do the same.
What’s Next
The full list of reasons goes on for pages, but that’s where we’ll start. We’ll make great products, and a few mistakes along the way. But everything we do will be built with care, intention, and passion.
Getting to this point took a ton of work, yet it hasn’t felt like work. That tells me two things:
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We’ve built the right team.
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The old cliché is true, if you love what you do, you’ll never work a day in your life.
See you on the water,
Matt Elsasser