Our Story
"May the waves be good where you are." — It's more than a tagline. It's everything we believe in.
We love surfing. But that's a pretty broad statement, so let's be specific. We love the act of surfing as much as what it brings to the world — that feeling of stoke that's hard to explain to anyone who hasn't felt it. We never underestimate the fun factor either, so we spend a lot of time chasing after it. And it's not all about us — we love sharing that feeling, passing it on, and spreading the good vibes around.
We know surfing can get a little competitive from time to time. We're not talking contests — those are cool. It's more the hustling for the best waves, claiming how good it was yesterday, or how someone caught more waves than you. We'd rather you hear us say, "may the waves be good where you are." That's the core philosophy of everything we do. We're about sharing the stoke, whether you're a newbie or a pro.
Inspiring people to have fun in and around the ocean is what gets us out of bed in the morning. That message is for everyone — from your first wobbly pop-up to the top of the world tour.
Born in Cape Town, riding worldwide.
RYD started right here in Cape Town in 2014. Since then, our good vibes have spread to key surf markets around the world, with a growing presence across Australia, the UK, the USA, and Europe. Wherever you're finding your waves, we're stoked to be part of the journey with you.
What we make.
For the sea, we make leashes, traction pads, fins, softboards, bodyboards, surfboards, and SUPs. For the journey from land to sea (and back again), we've got you covered too — board covers, roof rack gear, tie downs, and change mats. And when the waves are flat, our skateboards keep the stoke alive between surf checks. Every year we add a few new products to the family, always looking for ways to make your time in and around the water better.
Our founders have over two decades of experience in the action sports accessories industry — making great gear is what they do. Our product is technical and premium, at a price that's fair and accessible. We use the best factories for each category, often sitting alongside bigger names on the very same production lines.
Where we fit in.
There are some amazing brands in this space, and we respect the work they've done. But we're not chasing the same drum. We're all about the fun side of surfing — inclusive, welcoming, and focused on helping our tribe progress, whatever that journey looks like for you. We love watching a grom grab a bodyboard for the first time just as much as we admire a world-class carve. Women's surfing, adult learners, families, weekend warriors — everyone's welcome here.
Our people.
We're proud to have a growing team of riders repping RYD in the water, across every country we call home — from local groms finding their feet to seasoned surfers who've been chasing waves for years. We're currently working on bringing our ambassador programme together properly, so watch this space.
Doing our bit.
We feel lucky to have the ocean as our playground, and while we're far from perfect, we're always working towards reducing our impact on it — from cutting back on single-use plastics to looking at more sustainable materials. We believe small steps in the right direction beat standing still.
Kind to the Ocean.
Every board we shape and every fin we mould, we're doing it with the water in mind — because that's where we'd rather be spending our time. All RYD packaging is recyclable, and we use eco paints across our products rather than the harsher alternatives. You won't find single-use plastic anywhere in our packaging, on any product we sell.
We're not perfect, and we're not going to pretend otherwise — but every choice we make, we're trying to make it a little better for the place we surf.
Our invitation.
We exist to help you have the most fun you can in and around the ocean. We're not bound by age, ability, background, or gender. We're a family business, committed to bringing you inspired product for every step of your surfing journey — from fun beginnings to wherever your ride takes you.
We're in the business of impacting people for good, and we'd love you to RYD with us.
May the waves be good where you are.