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The RYD family knows that from time-to-time surfing can get a little cynical and competitive, and they’re not talking contests, the team think those are cool! It’s more the hustling in the line-up for the best waves, claiming how good the waves were yesterday (or just before you arrived), how someone did a better turn, got a bigger barrel or way more waves than anyone else. And don’t even get them started on rambling on about the good old days!
With over two decades experience in the action sports accessories industry, these ocean enthusiasts have found that spreading the stoke of surfing and all that comes with it, is almost more rewarding. And the brand’s message is centred on sharing that sentiment from the beginner to the professional on the world tour.
You’ll hear them say things like, ‘may the waves be good where you are.’ It’s the core philosophy of all things RYD. About sharing that stoke that surfing brings, whether you’re a newbie or a pro.
RYD’s global ambassador programme reflects this philosophy perfectly with WSL Championship Tour Surfer, Caio Ibelli and World Longboard Champion, Stevie Sawyer bookending the two competitive disciplines. Throw in the local groms, ladysliders and up and coming chargers and the RYD tribe starts to feel like a complete family.
Born in Cape Town, South Africa in 2014, the RYD Tribe has rapidly spread its message across its home country and then further abroad. Parts of Europe and New Zealand have already felt the impact of the family’s surf stoke, and the USA and Australia are next on the brands to-do list.
While the product is highly technical and premium in quality (they feel like that’s a given in this day and age), RYD has separated themselves from the pack with a unique and fresh point of view — it’s all inclusive, participation based and focussed on progressing their tribe through their surfing journey… and creating those lasting fun memories along the way. Simple really.
So does it work? Well, you’ll have to ask their retail partners, they prefer it that way. But since you asked, this is Cam Cutmore’s two cents worth. He heads up the hardware buying for Backdoor Surf in New Zealand. “RYD needed to stack up against the established brands offering in terms of quality and value for money, and I think it has done that nicely.” Thanks Cam, the RYD crew think so too.
After months of testing new product with ambassadors, working with retailers and of course clocking up good vibes along the way, RYD will be exhibiting at the upcoming Surf Expo in Orlando, Florida. Running from January 8 -10, the expo brings buyers from specialty stores across the U.S., the Caribbean, Central and South America and around the world and features more than 2,500 booths of hardgoods and apparel.
The RYD family will be spreading those good vibes in Florida, with more exciting news around new appointments, ambassadors and global distribution to be released soon. The brands updated website will also be launched in coming months.
So if you’re in Orlando, make sure you drop in to say hi. The team will be hanging out at booth 411 in the surf section.
May the waves be good where you are!
About RYD
RYD Land and Sea exists to ensure you have the most fun you can in and around the ocean. We’re not bound by age, ability, background or gender. We want life to be good where you are, so when you join our tribe, you join our family.
Our commitment is to bring you inspired product for every step of your journey. We want to RYD with you, wherever it is you’re having fun… from the land to the sea.
RYD Product
RYD Land and Sea manufacture premium water and land-based product, designed to ensure you score wherever you are, or wherever you’re going.
Our quality products cover the full range of traction, leashes, fins, softboards, surfboards, SUP’s, all your travel necessities and skateboards.
With over two decades of experience in the action sports accessories industry, our passion is to provide products that not only take you to new heights, but to continually put a smile on your face and create fun memories that last a lifetime.
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