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Finding the right holiday gift can be tough. Sure, a Christmas list comes in handy with our children, as they can be fixated on the very product they want to see under the tree and thoughtfully lay it out for us in order of relevance or desire so that we can use it like a grocery list on our run to the local supermarket, checking off items as we go.  But what about gifts for the older ones we love who have a passion for surfing that we recognize, but fall short in our own knowledge of the tools they would require. When...

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Location: Ventura, CA Interviewee: Micah Bundy Job Title: Co-Owner / Product Developer How has surf retail changed since your days at Ventura Surf Shop?   MB: I was working at VSS from 1995-99.  Retail is everchanging but over the last 7 years that evolution has been accelerated.  Amazon and DTC have completely changed retail and consumers shop differently now.  The consumer is more educated with quick access to information.  When a customer walks into a retail store they expect more from a retail shopping experience.  The shop really needs to give the customer a reason to want to want to...

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  Pro-Lite team rider Matt Becker grew up surfing in Santa Barbara, CA. His dad taught him to surf as soon as he could swim. As a kid, he did Junior Lifeguards, competed in NSSA, played water polo, basically "a typical southern California beach rat kid" he say's. It wasn't until his teenage years where he made the transition into standup paddleboard racing.  Matt initially joined our team as a standup paddle racer in 2011 and spent many years traveling around the world competing in races, one of which was the Molokai to Oahu race, a 32 mile stretch between the...

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  Mike "Hendo" Henderson of Pro-Lite recently sat down with Firewire Surfboards on an episode of their podcast to discuss some of his favorite board models and what goes into the innovation of Pro-Lite board bags. For those who don't know Hendo, he is a huge human who rips. He often rides a Seaside or Cymatic and when it's really small, a baked potato. He also makes up one third of the internal team at the Pro-Lite headquarters in Ventura, CA.  Among the numerous topics discussed in the podcast, it is briefly touched upon our desire to make sustainable products that...

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  As an extensive traveler and tour competitor, Timmy Reyes lives a very nomadic lifestyle.  Although Timmy hails from Huntington Beach, CA he's no stranger to large surf as well.  Timmy landed his first cover of Surfer Magazine on a late drop at Todos Santos and frequents the heavy line ups of Puerto Escondido and some unnamed Northern spots.  We asked Timmy to give us a run down on how he sizes up his Pro-Lite leashes in varying conditions.  From 2ft-20ft, Timmy Reyes has it down to a science. Words by Timmy Reyes: "First off, you need to look at...

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