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Innovation inspired by 400 million years of shark evolution

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Vision

SHARK SUPs are committed to sustaining the ecosystems we enjoy paddling by creating the most environmentally friendly paddleboarding products and sharing them with the world.

If our industry continues to produce SUP products using traditional materials and methods we risk not having the oceans and waterways available to paddle in. Hence our guiding vision challenges our organisation to research, technologically innovate and operationally develop, pioneering good practice throughout the entire design and manufacturing process.

Mission

‘Constant Forward Motion’.

At SHARK our mission is to evolve SUP design, manufacturing and technology placing our planet’s and paddleboarder’s needs at the heart of our organisation.

Values

Genuine – we are honest and open, developing trustworthy relationships with all.

Community orientated – we consider every individual; partner, employee, and paddleboarder, as part of our SHARK ecosystem.

Purposeful – everything we do is for and with a purpose.

Driven – we drive innovation throughout our organisation and industry to impact positive environmental change.

Spirited – from design to construction through to being on the water, we promote passion for our sport and connectedness with our environment.

400 million years of evolution and the shark remains in a ‘constant forward motion’ in both evolutionary and physiological terms.

With a streamlined body shape, strong tail and fins, the shark moves through water in a forward motion.

Assisting this forward propulsion the shark’s skin has evolved to be covered with millions of tiny teeth called dermal denticles, which help the shark swim to faster by reducing surface drag. Dermal denticles come in many different shapes and sizes reflective of the individual shark species characteristics; i.e. fast sharks have pointed denticles, while slower sharks have more rounded denticles.

It is the denticle shapes and patterns that have influenced the aesthetic design of SHARK SUPs brand and products. Like the shark species, SHARK SUPS embeds a “constant forward motion” into the heart of its organisation.

A simple shape was created using on a single denticle.

The shape was then transformed into our unique logotype.

Environment and Innovation

Combating the negative impact humans have on the environment is no mean feat. At SHARK we drive innovation with the environment in mind. We practice this in our organisation by encouraging paddlers, staff and partners to contribute new ideas to our ‘Ecovate’ Hub. Ideas are researched and considered to identify if they meet in our wider vision, and where they fit are incorporated into SHARKs business strategy, keeping us in a ‘constant forward motion’.

By working with organisations such as The Shark Trust we have already identified product development potential that will mean our boards and their riders could have a positive and influential impact on conservation.

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Technology, Research and Development

We are not afraid to think outside the box and are working on concepts that we hope will revolutionise the iSUP industry. Our team of engineers are challenging themselves to identify and test more environmentally friendly materials and methods of manufacturing for our entire stand up paddleboard range.

We continuously seek to identify ways to improve the aesthetic design and performance of our boards based on feedback from our paddlers, partners and industry experts. Enabling paddlers to consciously purchase products that are geared towards reducing negative impact on the environment, whilst delivering a great on the water experience, is what we are all about.

This also extends to our range of accessories where we develop relationships with partners who can help us provide high performing, sustainable accessories to match our boards.

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We’re working with The Shark Trust, to help safeguard the future of sharks through positive change.

Our commitment to the environment runs deep. Our love of sharks inspires our work and our design. We’re committed to using our influence to inspire change for the benefit of shark populations and ocean health.

Find out more about our charity partner, The Shark Trust, how they’re driving positive change for sharks and how you can get involved in shark and ocean conservation.

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