Driven by performance in the waves
Alta Surf, owned and operated by Mangawhai based Zac Balfour is a specialised company selling high performance surfboard fins. After experiencing numerous frustrations to find affordable high-performance fins over many years of surfing, Zac recognised there was an opportunity to address a gap in the market.
After mulling over various business approaches, the final result was the purchase of Alta Surf Co, a fledgling company set up by a keen surfer in Raglan with a similar vision. From its beginning Alta Surf’s primary mission aligned with Zac’s outlook; to provide customers with top-notch surf fins and accessories at prices that don't break the bank.
While the company has moved from Raglan to Mangawhai, the focus continues to remain on the end product. Because of the critical role that high-quality fins play in enhancing a surfer's performance their fins are carefully sourced from reputable manufacturers known for their innovation, durability, and hydrodynamic design. Recognising that every surfer has unique preferences and faces different surfing conditions, their diverse range of fins ensure that surfers of all skill levels can find the perfect fit for their boards. Their extensive range, designed for performance characteristics, includes Thrusters, Five Fin, Quads, Longboard, and Twin Fins, meaning fins can be customised for individual requirements.
Alta Surf have recently released new products, including the Driver series, Twin fins and Longboard fin ranges. The Driver Series, which is selling well, comes in a thruster setup in a smoky matt black colour and is a performance fin with plenty of drive, hence the name Driver Series. Development for an Alta Surf leg rope range is underway and future opportunities for designing a tail pad and board bag range are being explored.
With all products affordability is a key factor. By keeping their overheads low and reducing packaging costs they are able to pass the savings on to their customers. The business's success is built on satisfied customers who return time and again for their surfboard fin needs. While initially an online-only store, and although they still sell direct via their website, Zac recognises that many customers prefer a hands-on look at their selection. As a consequence, to help customers achieve their optimal fin setup, selected retail outlets have now been taken on to fill this market gap. This is in line with the company’s longer-term plan to engage with more retailers throughout New Zealand that can provide a service and back-up that is consistent with the Alta Surf ethos.
Alta Surf’s small team is composed of passionate surfers who understand the thrill, challenges, and joy that come with the sport. They are enthusiastic about sharing their knowledge and provide personalised advice, from suitable sizes to fin performance, whether customers are tackling Northland breaks, exploring further south or abroad. Above all, they share the same love for the waves that their customers do.