A SNARKY REMARK by my friend Kevin changed everything I thought I knew about surfboards. After parking in front of his house by San Francisco's Ocean Beach, I unloaded the hefty eight-foot surfboard that guys like us ride when we reach middle age. But Kevin, 62, appeared with a snazzy little 6-foot-4-inch shortboard that looked like something 11-time world champion Kelly Slater would have ridden in his heyday.
Shortboards are like Formula One race cars insanely fast and fun, but super hard to ride. Kevin and I both gave them up back in the 1990s. And yet, here was Kevin scoffing at my big old-dude board with a friendsdon't-let-friends vibe, and saying, "Is that really what you're riding?"
I thought he was deluded until we hit the water. Kevin caught a wave and slashed the biggest turn I'd seen him make in decades. We traded boards and I noticed that Kevin's new toy was wider, thicker, and flatter than the shortboards of the '90s, which were famously potato-chip-thin and highly curved from nose to tail. It surfed like a dream: I caught a wave, ripped around like an adrenalized kid, and realized that something profound has changed in shortboard design.
I did some Googling over a post-surf burrito and learned that the revolution in contemporary surfboard production has two distinct parts: First, new shaping techniques have made shortboards much easier for older and bigger surfers to enjoy; second, top surfboard companies like Channel Islands, Lost, and Pyzel have pioneered an unusual fusion of artisanal craftsmanship and computerized efficiency to let any surfer anywhere order one of these shortboards perfectly customized to their own skill level, body size, and surf conditions-all for about $1,000.
This story is from the October - November 2023 edition of Fortune US.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the October - November 2023 edition of Fortune US.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
KKR'S $1 TRILLION GAMBLE
The co-CEOs of KKR have a radical strategy to supercharge growth - and chart a path far different from that of their mentors, Henry Kravis and George Roberts.
THE SHIPWRECKED LEGACY OF MIKE LYNCH
THE BRITISH TECH MOGUL SOLD HIS COMPANY FOR $11 BILLION, THEN SPENT YEARS FIGHTING FRAUD CHARGES. HIS SHOCKING DEATH HAS LEFT MANY UNANSWERED QUESTIONS ABOUT HIS LIFE.
FORTUNE - CHANGE THE WORLD
THESE COMPANIES BUILD BUSINESSES AROUND SOLVING SOCIAL PROBLEMS AND THEY DO WELL BY DOING GOOD.
Can Cathy Engelbert Handle the Pressure?
The WNBA commissioner and ex-Deloitte CEO is leading the league through a season of historic highs, but critics wonder if her game plan is good enough to seize the moment.
Kamalanomics: Harris's Road Map for Business
Vice President Kamala Harris hasn't done much to woo Big Business. Many executives would still rather take their chances with her than the alternative.
Mary Barra
The CEO of General Motors accelerates into our top spot.
MPW - MOST POWERFUL WOMEN 2024
WHEN FORTUNE launched its Most Powerful Women list in 1998, women were just starting to trickle into the C-suite in significant numbers.
WHO HAS TIME FOR A POWER LUNCH? THE REAL BUSINESS HAPPENS AT 4 P.M. 'POWER HOUR.'
THE SUN is pouring in through the floor-to-ceiling windows when the bar begins to fill with bespoke suits on a Tuesday in August at Four Twenty Five. The new restaurant from Jean-Georges Vongerichten is on the first floor of a Midtown Manhattan skyscraper, beneath the offices of financial giant Citadel Securities. And the traders are thirsty.
HOW TO TAKE ADVANTAGE OF THE FED'S BIG RATE CUT
THE WAIT IS OVER. After more than a year of will-they-or-won't-they, the Federal Reserve on Sept. 18 announced the first cut to its benchmark Federal funds rate since the early days of the COVID-19 pandemic, a 50-basis-point drop that Chairman Jerome Powell signaled is likely the first of many.
FOR GEN Z AT WORK, THE GENERATION GAP IS A WELLNESS GAP. HERE'S HOW TO BRIDGE IT
FOR ONE nonprofit executive director, it was a 2022 New York City subway shooting that highlighted the stark differences between how he, a 55-year-old, and his Gen Z staffers show up to work.