Under the Hood – Airush

What does stepping into the role of owner and CEO mean to you after more than a decade with Airush?

It’s an incredible honor, and still feels unreal that I’ve made it this far. Airush has been part of my life and career since 2009, and stepping into this role feels like a natural continuation of that journey. I’ve grown with the brand as a rider, developer and ambassador – now I get to help shape its future in a much bigger way.

So why does now feel the right moment for Airush?

The transition to new shareholders gave us a perfect opportunity to reset and refocus on what Airush has always stood for: innovation, performance, and authentic connection with riders. This is the moment to streamline the brand, strengthen our foundations, and push our product development further than ever before. We’ll be putting product quality and rider experience above everything else. Many kite brands have spread their focus across multiple sports, but we’re committed to treating every product as if it were our only one. We’re investing heavily in innovation, strengthening our direct connection with the community, and ensuring that Airush stands for performance, quality and authenticity in every decision we make.

Looking back at your journey, from working on the development of the Razor and Livewire to becoming World Champion, which experiences shaped your leadership approach the most and how you plan to drive innovation at Airush?

Working on the development of the Razor and Livewire in 2010 while I was chasing the World Title taught me the importance of collaboration and obsessing over every detail. Winning the first freestyle event in boots, earning my World Title in 2013, and being named Rider of the Year in 2016 showed me how much the right equipment and team can influence success. All these experiences shaped the way I will manage the brand: by staying focused, hands-on, and taking all the feedback we can get from our team riders. In terms of innovation I’ve always approached products from both sides: performance and practicality. As a rider, I know what gear needs to be delivered, and as a tester and developer, I understand how to make that happen. That combination lets me push innovation with a deep understanding of how products perform in real conditions.

What upcoming technologies or materials represent the biggest shift in Airush’s product evolution?

The H2 Triaxial Ultra PE leading edge material we’re using for the Team Series represents a major leap forward in strength, stiffness, and responsiveness. This type of material innovation will allow us to build products that perform better, last longer, and feel more direct in the air – exactly what high-performance riders are looking for. Riders can expect a cleaner, more focused range that emphasizes performance and durability. You’ll see refined versions of our established favorites and some exciting updates coming through the Team Series. Everything will be built around real rider feedback and a commitment to innovation.