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Our History: How it all got started

Just a man, a dog, and the ocean

CEO and paddleboard enthusiast Brian Doherty was born and raised in sunny Los Angeles California and whether it was skating his half-pipe that he built, wakeboarding with the California State Northridge Wakeboard team, snowboarding, or surfing under the blue skies in Malibu, you could always find that kid on board.


During his time at Cal State Northridge, Doherty was a member of the wakeboard team and worked as a Sales and Marketing associate for Mountain High Ski and Snowboard Resort where he would frequent snowboard shops and conventions.


Doherty graduated California State Northridge in May of 2011 with a degree in Business Marketing and started his full time Social Media Marketing job for a Marketing Agency the following Monday. Within 2 years, Doherty quickly moved up the ranks from Coordinator, to Associate dealing with smaller accounts, to the Account Manager of the agency’s largest client.


While working for the Marketing Agency, Doherty enjoyed the relaxed work environment which allowed him to take his Pitbull (Stella) to work with him and take off at noon on Fridays, if he was ahead with his work. This is when his love for paddleboarding started. Doherty would leave work on Fridays and stop by his house to pick up his paddleboard and spend the rest of the day at the beach. Soon it became an obsession, and he was going Friday, Saturday and Sunday.


SUP-Now was started by Doherty after he had no luck purchasing the paddleboard accessories that he wanted. In his mind, items were overpriced and/or were not exactly what he wanted. When he walked into his local surf shop, and they didn’t have what he was looking for the idea clicked. Doherty had always wanted to start his own business and give people the freedom that he had when he worked for the Marketing Agency. Doherty also wanted to do something that he really loved and had passion for. With the help of a business degree, marketing background and a love for paddleboarding, SUP-Now was born.

Mission Statement

SUP-Now designs and manufactures paddleboard equipment to suit all paddleboarders. Our purpose is to make the highest quality equipment, provide the best customer service, help paddleboarders maximize their enjoyment of the sport and make the world a better place. Our commitment demonstrates the urgency to preserve the environment while encouraging the community to do the same.

Core Values

Design and Manufacture Top Quality Equipment

Our criterion for top-quality equipment not only includes durability, but function as well. Durable equipment must also function at or above the level of the top equipment in the industry.

Provide the Best Customer Service

While building top quality equipment is the first way to connect with customers, great customer service comes next. We promise to answer all emails as paddleboarders who are talking with another member of the community, instead of a business trying to make a profit.

Protect the Environment

As paddleboarders, we understand how important the environment is. We couldn’t be prouder to be a member of Tree-Nation, which is a non-profit organization that allows citizens and companies to plant trees all around the world. For every product registered, we will plant a tree.



Our vision is to be the company that sets the standards for the paddleboard industry and community.


Make a splash with WaveRide, designed for everyone passionate about all things surfing.

184 Main Collins Street Victoria 8007
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