ASB MAGAZINE: RYD the surf accessories and softboard brand recently launched its new surf school programme, just in time for the southern hemisphere Spring. While producing softboards for the surf school environment is nothing new to the brand, RYD’s global expansion has provided more opportunity for the business to fulfill its mission on a larger scale, culminating in a dedicated programme aimed fostering a deeper relationship with surf schools, surf therapy organisations and surf instructors.


RYD Founder, Barend Buys explains. “Our brand has always focussed on how we can help others, whether that’s a retailer, ambassador, surfer or surf school. We view this programme more as a long-term partnership that enables surf schools to not only deliver a world class, fun experience for their students, but also works with them to build their business at the same time.”


The programme, which can be tailored to suit the surf school’s needs, features a range of benefits including branded rash vests, incentives for surf school students and a referral system where surf schools can earn extra product for their business or organisation.


“We wanted to create a toolbox of options that we could offer surf schools.” Says Buys. “Seeing the smiles on people’s faces when they ride a wave for the first time or take that next big jump in progression really captures the essence of the brand. And along with building community, we feel that RYD already has a lot in common with the local surf schools and this programme is really just an extension of that.”


The brand launched its top line marketing campaign, RYD WITH US, last December and the surf school programme has evolved as a perfect extension of that global invitation. “We believe that surfing is meant to be fun and inclusive, and we love the idea of building a global tribe of surfers around this point of view.” Says RYD Brand Director, Brad Bricknell. “The RYD WITH US invitation extends to surfers, surf schools, distributors and surf shops around the world who feel the same way.”


The RYD surf school softboard offering, aptly name the ‘Fresh’ range has been designed specifically for the surf school environment, made with a triple stringer EPS core and featuring EVA ‘bumpers’ on the nose and tail for extra strength and bevelled handles on the nose for easy tow backs. The Fresh RYD’s come in 6’0, 6’6, 7’0, 7’6, 8’0, and 9’0.  While the three “Mega Fresh” styles feature extra volume and width ensuring surf schools have all student needs covered.


The programme is ready to go, with softboard stock available from this month.


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