C4 Revolutionizes SUP

By Tom Bradley
Wednesday - December 28, 2011
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By Tom Bradley
Owner of C4 Waterman

It has been an eventful year for Honolulu standup paddleboard pioneer C4 Waterman. 2011 saw the company partner with Green Water Holdings, a California investment and brand development firm out of Newport Beach, and bring to the market an innovative subbrand.

Some of C4’s major milestones in 2011 have been the hiring of Ty Zulim, hailed industry-wide as a crack manager and salesman, to head C4’s global sales. Other notable hires include Tracy Fong, who now heads C4’s apparel line, and Brooke Holt, retail store manager. Together these hires served notice that the company had assembled a bona-fide A-Team. Abroad, the establishment of a stateof-the-art molded composite surfboard factory in Asia and the upward trend in Australian sales of the C4’s inflatable rescue line (iRESCUE) also made the list of highs.

C4 Waterman’s company headquarters can be found in Kakaako. These premises are the global hub for warehousing, sales and marketing of all C4 Waterman products, as well as a 1,500-squarefoot showcase of remodeled retail space. It is a seemingly out-of-the-way location for a business that is a global leader in the action sports industry. However, the hundreds of customers who showed up for the second annual “Black Friday” sale were a testament to the brand’s attraction.

Greg Pavao, Rizu Kennamore, Brooke Holt, Tracy Fong, Paul Florendo, Todd Bradley, Ty Zulim, Tara Nakamura, Deano Kiyohara and Greg Wunderlich

As exciting as this year was for the company, it also has been something of a roller-coaster ride for us. With the new hires in place and a slew of innovative new products approaching the shipping ramps, the C4 partners are excited about what we have to offer SUP consumers in 2012.

We are constantly moving forward with more than 20 brand-new products, spanning the field from conventional hard SUP boards to rescue and traditional surfboard inflatables, as well as unique SUP-specific apparel.

Stop by C4 Waterman at 330 Coral St. in Honolulu to talk story with the C4 crew.

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