LIQUID FORCE BRAND STORY
Founded in 1995, with roots going back to the sport’s first days, Liquid Force has become the leader in wakeboard related products and apparel. Founders Tony Finn and Jimmy Redmon were two pioneers in the sport of Wakeboarding credited with creating the sport.
Finn was the developer of the Skurfer which is largely regarded as the product that put wakeboarding on the map, and Redmon is regarded as the most influential and creative designer of products since the sports inception. Working together, they have helped grow Liquid Force to the top within the wakeboarding segment. With the additions of a wakeskating, wakesurfing and kiteboarding division, as well as a core retailer apparel program, sales for the Encinitas, CA based company now commands a large percentage of market share.
Liquid Force advertises with prime placement in all major wake and kite media outlets, such as Alliance Wakeboard Magazine/Alliancewake.com, Transworld WAKEboarding Magazine/wakeboardingmagazine.com, and others.
Having twice won the WSIA “Manufacturer of the Year” award, Liquid Force is dedicated to RELENTLESS INNOVATION, progressive design, maximum functionality and unparalleled quality.
Supported by a superior team of athletes, Liquid Force events include the Free For All Cable Park Series as well as the world famous BROstock double up contest.
LIQUID FORCE FIRSTS
1985 – The FIRST Wakeboards… Skurfer and Redline Designs
1994 – The FIRST twin tip Wakeboard… Flight 69
1996 – The FIRST Women’s Specific Wakeboard… Nymph
1996 – The FIRST Kid’s Specific Wakeboard… Mini Squirt
1996 – The FIRST Non Rubber Wakeboard Binding… Super Suction
1997 – The FIRST Multi-Fin Wakeboard… Trip
1998 – The FIRST Performance Lightweight Wakeboard Binding… Ultra
2000 – The FIRST Finless Wakeboard with Molded Side Fins… Helix
2000 – The FIRST full-length Team Video produced in the Wake Industry… Wide Awake
2001 – The FIRST CNC’d All-Wood Lightweight Performance Wake Boards… Ultracores
2001 – The FIRST Sintered Grind Based Board… Grind 134
2002 – The FIRST 3D CNC’d Concave Wakeskate… Cassette
2002 – The FIRST Cupped Side Fins… Balance and Subjekt
2002 – The FIRST Segmented CGA Vest is created… Hinge
2003 – The FIRST Women’s specific Pro Model Boot is created… Minx
2004 – The FIRST company to use sewn overlays tech on boots… Transit
2005 – The FIRST hardware-less binding
2006 – The FIRST modern day closed toe binding… Shane Boot
2008 – The FIRST to mold sintered P-Tex to any base contours
2009 – The FIRST Hybrid boards… combining flex with complex hull shapes
2009 – The FIRST internal carbon stringered PVC core boards… FLY Series
2010 – The FIRST elastomeric sidewalls… Liquid Rails
2010 – The FIRST TRUE Hybrid is introduced (Watson), redefining all-terrain boards
2012 – The FIRST wake company with M6 hardware
2012 – The FIRST non-sewn binding assembly
2012 – The FIRST Grind boards for groms… Nemesis and Star Grinds
2013 – The FIRST Kids Hybrids for groms… Super Trip and Melissa 127
2013 – The FIRST Hybrid Wakeskate… TAO
FAITH, STOKE & A LOT OF FORCE : THE STORY OF LIQUID FORCE
Back in 1985, two great minds thought alike. They were the minds of Southern California native Tony Finn and Texas native Jimmy Redmon, who separately and simultaneously thought along the same wave length to create the foundation for what would eventually evolve into a globally renowned sport.
Looking for alternatives to waterskiing and surfing, the two created waterboards that could essentially “surf” the wake behind a boat. Finn’s model, the “Skurfer,” was shaped very similar to a surfboard; Redmon’s water ski board produced by his Redline Designs was a bit lighter and the first to have foot straps.
The two met by chance when they were placed in adjacent booths at a trade show—the first time they would see their personalities complement one another.
Finn’s energetic personality as a natural salesman attracted much interest to his product. Redmon, a more soft-spoken designer, had a better product, but a less aggressive sales approach.
Tony observed Jimmy talking to a buyer for several minutes—making no progress in a sale. He strolled over to the booth and whispered to Jimmy “Are you gonna close this guy or what?” “What’s close?” Jimmy asked. Finn looked at him and said, “Ask the guy for his money.” Jimmy did, a sale was made, and a competitive friendship was born. The two acknowledge that in the beginning they were competitors, but it was a friendly competition and to this day they are aware and complimentary of each other’s strengths. As they sit recounting the history of how they came to be business partners it is almost as if each is as much an advocate for the other’s skills as they are for themselves, if not more.
In 1988 Redmon founded the World Wakeboard Association (WWA), a governing body for the sport known then as “ski-boarding,” which created several contests and affiliations as well as outlined rules and guidelines for the sport. Finn acted as an announcer for several of the contests and the two continued to cross paths.
In 1991 Finn and Redmon joined forces and started Waketech. They gathered a roster of riders that pioneered the style of the sport. Although board models continued to evolve, there were still inefficiencies with the design of the Skurfer, mainly its buoyancy and surfboard shape that made it difficult for riders to initially stand up on the board. Redmon’s original design was a bit better and lighter, however, it lacked proper durability, and was unable to withstand the beating riders put on it when competing.
In 1993, after much research, testing, and innovation, they produced the first twin-tip board, which would change the sport forever.
The twin-tip design ended up being a total game-changer. They put three of their team riders on twin-tip boards for the championship while everyone else was still riding pointed tip boards, and they won the whole thing. At that moment Finn and Redmon recall seeing the sport change before their eyes and they knew it was never going to be the same.
In 1995 Finn and Redmon—challenged by a dare that they couldn’t launch a company by the time of the World Championships only three weeks away—created Liquid Force, a company that the two say was “launched on stoke, faith, and a lot of energy.” The pair hustled to get boards made, and outfitted their riders in Liquid Force branded gear. When they showed up to the contest, they were able to get people stoked on this mirage of a brand that barely even existed. It was risky, but it was successful, and there and then the Liquid Force brand was born.
To this day, Liquid Force continues to reflect its name as a strong force in the wakeboard community. They work closely with their athletes to achieve the right designs, and their constant innovation has driven them to stay one of the leading manufacturers in the wakeboard market. Based in Encinitas, California, the brand is staying close to its roots and continues to sponsor numerous initiatives to grow the sport, including their Free For All Cable Tour that brings wakeboarding to cable park locations around the country where people can learn to wakeboard and ride alongside Liquid Force pro riders for free.
Tony and Jimmy are genuinely passionate about what they do, it is evident in their excitement and expression when they tell their story. From competitors to collaborators, they have watched their ideas foster a successful brand and a successful sport.