Newly Independent Xcel Wetsuits Signs Sage Erickson
In an interesting move this week, the new owners of Xcel signed stylish, California surfer Sage Erickson as its lead women’s athlete. It’s safe to say that the Erickson signing might be the first of many moves by the now independent company.
Xcel was previously owned by Boardriders, of course, the large corporate surf brand owner. But in 2020, Xcel was unloaded by Boardriders to ZG Collective due to Xcel making up “less than one percent of (Boardrider’s) global sales” according to Boardriders CEO David Tanner. Boardriders currently owns many large surf brands, including Quiksilver, Billabong, Roxy, RVCA, and Vonzipper. Xcel is now owned by a company made up of surfers and outdoor enthusiasts know as Wedge Brands LLC.
From its Sunset-beach beginnings, Xcel has been a player in the surf market since the 1980s. But, similarly to Shipley and Lopez’s experience with running Lightning Bolt Unlimited Surf Company Incorporated, sometimes pure-hearted operations must come to an end only to be replaced by bigger, slightly less pure versions. And, in typical business trajectory, Xcel was no different: acquired by Boardriders, sold out of the hands of surfers and written off.
But Xcel currently operates as an independent company. It appears everyone is frothing on the change.
Erickson stated that she’s always been a fan of Xcel, because “their commitment to making the highest performing wetsuits is important to me as a professional surfer, and I am excited to help build out the Xcel women’s business.” Courtney Kincaid, Xcel Wetsuits head of sales, said Xcel “couldn’t be more excited to sign Sage to the Xcel family,” and that Erickson “represents performance at the highest level.”
