Standup Hits Wall Street

[ricki]

or more specifically the Wallstreet Journal.



"Surf's Up: The Rise of Stand-up Paddle Boards
Far From the Ocean, Fitness Craze Appeals to Those Wanting a Total Body Workout on the Water, Minus the Waves

By KEVIN HELLIKER

When Chris Krause hops on a board each morning to surf Lake Michigan, the water is usually flat. But who cares? Instead of catching a wave, Mr. Krause is catching a workout, by standing on his board and paddling for 60 minutes.

"For my money it's the best total body workout you can get," says Mr. Krause, a 44-year-old triathlete who runs a match-making service for promising athletes and college coaches.

Stand-up paddle surfing is the fitness rage of the summer. In lakes, rivers and bays where the surf is never up, Americans in skyrocketing numbers are standing on boards and paddling, a balancing act that strengthens the muscles of the legs, buttocks, back, shoulders and arms.

"Stand-up paddle surfing is a valuable new form of cross-training, in part because it's so low impact," says Cindi Bannink, a triathlon coach in Madison, Wis.

For an industry long dependent on California and Hawaii, the trend is rapidly forging new sales territories. "Suddenly, our fastest-growing markets are places like Chicago, Boise and Austin, Texas," says Ty Zulim, sales manager for Surftech International, a surf-board maker and distributor based in Santa Cruz, Calif.

"Stand-up paddling is the fastest-growing segment of the surf industry," says Sean Smith, executive director of the Surf Industry Manufacturers Association, whose most recent study found that the industry had sales in 2008 of $7.2 billion.

Some manufacturers say they can't make them fast enough. "Every one we make is already sold, and that's the case with most manufacturers," says surfing legend Laird Hamilton, who has licensed his name and stand-up board designs—including a model called the Laird—to Surftech and other manufacturers."

Continued at: http://online.wsj.com/article/SB1000...share_facebook