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C4 Waterman Expanding | Business Round Table | Midweek.com

C4 Waterman Expanding

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Wednesday - February 02, 2011
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Steered by some of Hawaii’s most respected watermen - Todd Bradley, Brian Keaulana, Dave Parmenter, Archie Kalepa and former Quiksilver International president Bruce Raymond (Australia) - Honolulu’s C4 Waterman Inc. continues to forge ground as a worldwide leader and pioneer in the action water sports industry.

C4 was founded in 2007 on the four core disciplines that apply to the ocean as much as they do to life: balance, endurance, strength and tradition. Using its premium line of waterman tools and equipment, C4 utilizes free clinics, its ambassadors and sponsored events to deliver its philosophy.

Best known for its standup paddleboards (SUP), paddles and inflatable SUPs (“iSUP”), the C4 line now extends to surfboards, water rescue equipment and soft goods such as its Hawaiian tattoo-print water/sun-protection wear.


C4’s development of the iSUP ushered in a new class of river exploration and whitewater riding for inland sports enthusiasts around the world - not to mention the travel benefits of a deflated board-in-abag for Hawaii’s kama’aina; so “waterman” no longer pertains exclusively to the ocean.

In fact, co-founder Todd Bradley was nominated to the board of the Outdoor Industry Association (OIA), further endorsement of the growing role of SUP in the outdoor industry and C4’s position within it.

On Jan. 24, Green Water Holdings, an investment and brand development firm out of Newport Beach, Calif., partnered with C4 Waterman. GreenWater’s Capitol investment, along with its operations, manufacturing and product-design expertise, will ensure the Hawaii company’s position as a premier brand in the industry.

“We’ve always said waterman is more than a word, it’s a lifestyle. No single piece of equipment defines a waterman.” says Bradley.


“Partnering with Green Water will allow us to become the company we have always envisioned: a lifestyle brand providing the best quality products to make the waterman’s time on the water as productive and enjoyable as possible. We look forward to exploring the many opportunities that lie ahead.”

While innovative product design has kept C4 ahead of the pack, it is the team’s dedication and commitment to sharing the lifestyle of the waterman that keeps it true to its core beliefs.

Company headquarters on Coral Street has an open-door policy, and the showroom would make any avid water user want to pack the cooler and head for the beach.

The friendly staff are never too busy to offer sales advice and tips, so swing by. You might even get to talk story with one of those renowned water-men.

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