Loco was originally born out of frustration. Back in 2012 stand up paddle board choice was limited, with none of the windsurfing brands really offering enough wave performance to cater for anyone with real surf intentions. After a chance meeting in a Northumberland pub Joe was introduced to Bouke from Witchcraft Sailboards and the first of many productive working relationships was formed. After spending a few weeks in Fuerteventura one all-round shape turned into three as the first line of Loco boards was born.

Joe had mainly wanted a cost-effective solution to help expand his North East based SUP School but what happened next you could only dream about. Through a mutual paddle surfing acquaintance Joe was introduced to Andre’ Le Geht, a talented prone surfer from Jersey, who ended up riding for Loco and went on to win the British Nationals and went on to represent Team GB at the ISA World Championships in Peru. The rest as they say is history.

Since then Joe has surrounded himself with talent including; world class custom shapers, a loyal team of ambassadors and team riders as well as visionary graphic designers and content creators to help with the on-line side of running a progressive UK water sports brand.

Four years on and Loco distributes an extensive range of SUP, surf and kite boards throughout the UK and Europe and is poised to further extend the brand’s reach in 2016. This success story proves that if you want something bad enough you don’t need world champion athletes to succeed just a dream, the ability to identify excellence and employ to outstanding effect and a hard work ethos.

Unlike the big brands Loco isn’t a faceless corporate giant, Joe takes an active role in the day-to-day, loves talking kit and will happily give anyone a few pointers out on the water just for the love of SUP, surfing and windsurfing. If you’re unsure which board to purchase, let Joe guide you through the options. Having taught hundreds of people to paddle board and windsurf Joe will match you to the correct size board not just sell you what he has in stock or wants to clear!

Loco is proud to be a home grown UK board sports brand. We invest heavily in supporting a team of athletes and help develop grass roots talent coming through with our Academy programme so your support helps us support our sports’ future, the groms!