Brand Philosophy

History

From the Streets to the Ocean

10 Seasons on the Water

In 1989, Christof Peller built his first skateboards in the laundry room of his home in Herrliberg on Lake Zurich. Eventually, the decks that followed became the international brand Indiana Skateboards. Proof of the top quality of the boards was that team rider Maurus Strobel won the world championships in slalom skateboarding in 2004 and 2005.

By 2010 the first Indiana standup paddleboard was gliding over Lake Zurich. Maurus and Christof founded Indiana SUP and conquered saltwater and freshwater beaches around the world. Yacht designs and wood veneer gave the boards their distinctive, classy look.

The demand for standup paddleboards grew rapidly in those years. Many paddlers asked for boards that were easier to transport. That’s why the first Indiana inflatable SUP boards were sold in 2014. Standup paddling was evolving from a trend into a worldwide sports and leisure movement. Indiana was at the forefront – and still is today.

Indiana has been pushing the development in collaboration with experts at all levels. Being a highly flexible small business, it kept launching improved versions of its SUP boards at short intervals. Again and again the brand from Lake Zurich surprised people with innovations such as hollow carbon raceboards or inflatable fishing SUP boards with an outrigger. The boards are manufactured in specialized factories in Croatia and China.

Indiana surfed the wave of success and grew rapidly. To keep the business in balance,
a limited company was founded: White Wave AG. In 2017, Christof left the SUP business to focus on his Indiana Skateboards brand.

Maurus however decided to concentrate all his energy on water sports and said goodbye to his own PR agency and his fitness company. He and his crew at the new headquarters in Wädenswil (Switzerland) dedicate all their passion and power to producing an attractive, high-end range of products for their growing number of customers. At the same time, they are expanding their partnerships with international shops and SUP stations.

Winning a test in a consumer TV show called “Kassensturz”, well-known in Switzerland, was the ultimate breakthrough. Indiana’s 10’6 Family Pack got the best marks in all judging criteria and it is Indiana’s best-selling paddleboard in Switzerland as well as internationally.

In 2018, an impressive 65 boards made up the range, which makes it challenging to find the right model for one’s individual paddling style. That’s where the Indiana Online Boardfinder comes into play: the customer enters his specifications and requirements and gets a selection of boards matching his criteria.

Within the Indiana crew, all sorts of watersports come together, as well as the corresponding knowledge. For this reason, it was an obvious choice to expand the product range. Since 2018, the paddleboards have been accompanied by surfboards, wakeboards, kitesurfing boards and various foilboards, either made of carbon or inflatable. To match this diversity, the brand got a new name in 2018: Indiana Paddle & Surf.

2019 is Indiana’s tenth season on the water – time to brush up its logo and corporate design: the feather and the board symbolize lightness, gliding and lust for life. The boards impress customers with their sleek design, combined with fresh tiki patterns. Unmistakably Indiana Paddle & Surf.

The crew consists of Maurus Strobel as CEO, Claudio Curiger as COO, head of sales Niki Dietrich, Ewa Merino as financial manager and our junior brand manager Lukas Moor.