Riding the Next Wave: How Zac Is Growing Alta Surf Co. Into a Modern Hardware Brand

An Interview With Zac, From Alta Surf Co.

Building a surf brand isn’t just about designing gear, it’s about understanding what surfers truly need, spotting gaps in the market, and having the courage to step in where big global names dominate. For Zac, taking over Alta Surf Co. wasn’t about starting from scratch, but about carrying forward an authentic New Zealand surf brand and giving it new energy.

In this interview, he shares how he transformed a “solid but sleepy” local company into a growing surf hardware brand rooted in Mangawhai. From identifying opportunities in affordable performance fins to competing with global giants, Zac’s journey shows what it takes to be a Surfpreneur: vision, resilience, and a deep love for surf culture.

Carrying the Torch: How Zac Is Redefining a New Zealand Surf Brand

When Zac took over Alta Surf Co., he wasn’t starting from scratch. The Raglan-born brand already had a loyal following, solid gear, and authentic surf roots. But what he saw was potential.

“The original owner from Raglan NZ had laid a solid foundation, the products were solid, the vibe was authentic, and there was already a loyal small customer base,” Zac says. “But I saw room to evolve it into something bigger: a modern surf hardware brand that kept core roots in surf culture but pushing forward with design, sustainability, and community.”

That mix of respect for tradition and hunger for innovation is what’s driving Alta Surf Co. forward today.

From “Solid but Sleepy” to a Growing Surf Business

When Zac stepped in, the business wasn’t struggling — but it wasn’t growing either.

“When I took over Alta Surf Co., it was in what I’d call a “solid but sleepy” state. The fundamentals were their decent product line, a small but loyal following, and a good reputation locally but it wasn’t growing. The branding felt dated, the online presence was minimal, and there wasn’t much happening in terms of innovation or community engagement. It felt like it was coasting, not progressing.”

Instead of reinventing everything, Zac set out to build on what already worked while sharpening Alta’s focus.

“From there, I wanted to put my stamp on it in three key ways, which we are still working on:

1. Brand Refresh

We are working on the visual identity (Still a work in progress, watch this space) — logo, packaging, digital to reflect a cleaner, more modern aesthetic while keeping that grounded, surf-rooted feel. It needs to feel core, but not dated.

2. Product Innovation

We started refining and expanding the hardware line — better materials, tighter design, more R&D. I wanted our fins and leashes, to be tools surfers trust in heavy conditions, not just “good enough” gear.

3. Community & Storytelling

I leaned heavily into content and community. We are building a social presence that wasn't just product-focused, but lifestyle- and value-driven. Highlighting local shapers, epic lineups, other great surf accessories and stuff that speaks to real surfers.

“Ultimately, I didn’t want to burn Alta down and start over,” he adds. “I wanted to honor what it was — a legit surf brand — and give it the energy, voice, and direction to grow.”

Identifying a Market Gap: Affordable Performance Surf Fins

One of the first things Zac noticed was the pricing problem in surf fins.

“Performance fins — the kind that actually hold up in critical conditions and help you push your surfing — were either really expensive or really average. You had premium options at $180+ per set, or budget fins that felt like they came off a toy board. Not much in between.”

That’s where Alta stepped in.

“I saw an opportunity to create high-quality, performance-driven fins at a more accessible price point, without cutting corners where it matters most — materials, flex profiles, and durability. We price our fins where they should be: fair enough for new surfers to justify the upgrade, but built well enough for experienced surfers to trust our gear session after session.”

The philosophy is simple: not the cheapest, but the best value. “We focused on proven construction: fiberglass and carbon layups, consistent flex patterns, and strong bases — the stuff that actually makes a difference in performance.”

“No overbuilt gimmicks,” Zac says. “Just clean, reliable tech that works.”

Scaling the Product Line With Purpose

Today, Alta’s lineup includes fins, leashes, wax, and wetsuits. But Zac says product expansion isn’t about chasing trends.

“We choose brands that align with us as a brand and also what we personally use out there in the wild that works.”

Still, every move comes with its challenges. “Keeping the packaging simple is one way to keep cost down which flows onto our customers,” he explains. That focus on smart efficiency helps the company maintain its balance between affordability and performance.

The surf hardware market is dominated by giant global brands, but Zac sees Alta’s edge in staying local, authentic, and accessible.

“Price point and being local is our point of difference,” he says. “Competing with big global brands is challenging, but we are stoked to be a local NZ brand.”

Breaking into retail, however, hasn’t been easy.

“It’s been pretty hard to get into the retail space. Not being one of the big brands makes it challenging as some retailers have set allocations for the season so can’t add more brands or are loyal to the big brands, which I understand. Growing further awareness moving forward is key for Alta Surf Co.”

Base matters. And for Alta, being anchored in Mangawhai gives the brand its flavor.

“Mangawhai is an amazing small coastal town with a tight-knit surf community, fun waves, and just enough variety to keep things interesting within the wider region. Northland is not flashy, but it’s authentic — and that’s the energy we try to bring into Alta Surf Co.”

Entrepreneurship Lessons From the Lineup

Running a surf brand isn’t all waves and wax. It means wearing many hats: marketing, customer service, product development. The challenges are real, but Zac leans on resilience and vision.

Asked about advice for fellow Surfpreneurs, his answer is simple but powerful:

“Have faith in yourself and what you want to accomplish and go get it!”

Boards, Fins, and the Future of Alta Surf Co.

On a personal level, Zac’s current setup speaks to his love of testing and refining gear.

“Currently it’s my 6’0 BLANK Wave Warrior board (epic boards and crew) with an Alta Surf Co. quad set up. Perfect combo!!”

As for the bigger vision? Zac hints at more to come.

“There’s a few more products we are working on so watch this space. Haha.”

For now, Alta Surf Co. is carving out its place — balancing performance with accessibility, tradition with innovation, and keeping its roots in the real surf culture that inspired it.

You can connect with Zac and explore Alta’s lineup at altasurf.co.nz

or on Instagram: alta_surf_co

Interviewed by Lina Heller

Ocean-lover, wanna-be surfer, and yoga teacher. Helping surfers and creatives ride both waves and ideas. Always curious, slightly chaotic, but fully here for good vibes and better stories.

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