The AXS Gear/Concrete Wave Readers’ Choice survey yielded a tremendous amount of information. Almost 4,000 people took the time to fill out the survey, with an average time of 14-plus minutes to complete! That represents almost 40 days’ worth of time! We produced a fully comprehensive listing of all companies in the Concrete Wave Buyer’s Guide. But here, for the purpose of space, we will address some of the key findings from the survey.
We instituted two distinct changes this year. First, we changed the actual questions to reflect what brands are actually owned by readers. Rather than focusing on the word favorite,” we wanted to know what people actually had in their quiver. Second, we also ensured that each IP address could vote only once. In the past, some people had tried to game the system and get their favorite brands higher placement. Having one vote per IP address cut down on a lot of nonsense.
There are three key categories within longboarding: Downhill, Freeriding/Sliding and Carving/Cruising. The vast majority of customers purchase longboards for simply carving/cruising. Freeriding/sliding has definitely caught on as people blend speed with style. Much of the technology found in downhill is comparable to Formula One racing. These products eventually become mass-produced and the ideas hit the mainstream skate world. This is very much like the bike industry.
Sector 9 entered the marketplace in 1993. Back then, they were dismissed by the industry and laughed at by many. Twenty years later, their hard work has completely reshaped the skateboard industry and they have spawned dozens of companies. They are still the dominant market leader, selling millions of dollars’ worth of goods each year. What is significant about their first-place win in the carving/cruising category is that this is the first time they have accomplished this feat. Sector 9 tends to hit many different categories. Carving and Cruising is a big category, and Sector 9’s top spot clearly shows they are the market leader.
It’s no real surprise that Landyachtz made a complete sweep of Downhill, Freeriding and Sliding. The company has built a solid reputation for quality and innovation. They have also spent years building their distribution network. As my friend and marketing consultant Jeff Harborough would say, “They are doing so many good things correctly.” Also, from their video productions to their campus tours, Landyachtz invests heavily in communicating what their brand stands for.
Coming right behind Landyachtz are Rayne, Loaded and Comet. Each of these companies has done an excellent job of establishing what their brand represents. This resonates deeply with core riders, and this in turn also filters out to the mass market.
Wheel replenishment is becoming a key factor in consistently bringing customers back to shops. Wheels have become disposable as riders core them by sliding. The market is dominated by Abec 11 and Orangatang. Both have their devoted fans. However, Sector 9 and Hawgs also hold key market shares. And Skate One’s these Wheels have made an impressive leap into the longboard wheel market in less than a year. Wheels are a crucial part of longboarding. If your shop isn’t doing everything it can to ensure riders’ appetites are satisfied, you might want to start educating your staff pronto.
Paris and Randal Trucks are the preferred choice for many skaters in a number of the truck categories. In particular, Paris has done an incredible job of product development and marketing. However, Caliber and Bear have strongly positioned themselves in the Downhill category.
Perhaps the biggest surprise was in the Bushings category. Blood Orange took top place, followed by RipTide. This shows once again that nothing is static. Then again, Bones Bearings remained on top for the third consecutive year. They just dominate the category.
Triple Eight and Pro-tec are the two top brands in the helmet and safety gear category. Note that G-Form has come from pretty much an unknown to grabbing the fourth-place spot. As word spreads on this remarkable product, look for some major moves from them.Silverfish Longboarding continues to dominate as the go-to site for longboarders. But three other sites are also prominent in providing skaters with their daily (or sometimes\ hourly) fix of info.
SkateHouseMedia has done a wonderful job of creating a brand and not just a website. Longboardism, which is based in Toronto, has quickly become a favorite of many because is constantly updated and is an easy read. Skate[Slate] is also a popular site with riders.
We were very interested to learn more about what people felt about the product reviews they read online. Approximately 20% of the respondents were either not particularly satisfied with online reviews or were neutral about them. Roughly 60% were somewhat or very satisfied. Almost a quarter of respondents said they were extremely satisfied with online reviews. This is significant and means that for the vast majority of people, what they read online about product translates into beliefs about that product. If they are satisfied that the reviewer is providing accurate information, this will translate into sales (assuming the review is positive). Of course, if the reviews are poor, this will most likely have a negative impact on sales.
One thing we ask respondents to do is to tell us their thoughts in their own words. We don’t publish these comments in Concrete Wave. However, we are delighted to share them with you, our loyal AXS reader. These unfiltered musings provide for some humorous and incredibly insightful moments. We’ve scoured the best of them for you here. If you’d like the entire data dump of comments, just email us.
COMMENTS [UNFILTERED]
I would just like to make clear that although I do not compete in any form of racing or competition involving skateboarding I believe that it is one of the most enjoyable things of my life. I can just jump on my board and head down to check the surf and have sessions with mates of which throughout we draw adrenaline and stoke off each other and learn crazy new tricks. What’s not all I feel it’s important to give people an insight into all elements of skating such as downhill, freeride, transition and cruising but from what I have seen is friends who go onto racing forget about all other aspects and focus solely on downhill and ultimately leaving the sport because they naively felt there was nothing more to accomplish. Just remember Concrete Wave, it would be awesome if you keep on promoting all other aspects of longboarding as they all combined make up the longboarding evolution!
A major concern I have is that some small groups of longboarders should show more respect towards the community and authorities. There have been crackdowns in certain areas of Victoria, Australia and it is spreading further out of the city. Because as is always the case, it only take one to ruin it for the lot of us!
Pushing for less than a year now and I love long boarding. Broke my wrist going down hill but still longboarding with the cast on. Think I’ll be longboarding for the rest of my life and I like it more than driving because I don’t get stuck in traffic.
Skateboarding is awesome good for your health good for your mind meet every locals helping everyone build a better community even do our country the Philippines is very poor but were so rich in good times spending time with the crew and we are all open to all international locals to visit our country experience the stoked islands and hills shred it up.
Will people even read this? I think this whole “underground scene” being associated with “downhill skateboarding” thing is lame. I’m using quotes because I hate saying those things, but I think it’s apt. Skating is skating, some skating is lame to some people.
It is going where street skating went in the 90s, too much emphasis on tricks, sponsorship and fame. It’s gonna crash big time. Only to return to an averagely popular activity, where it belongs.
The future is bright. It’s great to have a sport where young and old can compete and play together and where everyone looks out for each other.
There should be more intentional acknowledgement/acceptance of scooter riders. My son one of the biggest scooter riders in the world, and he is breaking barriers in his sport like we did in the 70’s. We can coexist.
I feel that longboarding needs to be recognized as a green, healthy form of transportation. Recently I was notified that skateboarding/longboarding was banned within the Central Business District of Victoria. It’s the same old story a few bad apples have set the precedent for bylaws that prohibit longboarding. Due to the climate, proximity and topography of Greater Victoria, it is an ideal environment for longboarding.
As a longboarder and climber, I have seen the most success come from treating locals and authorities with respect. Be proactive, start relationships and communication before spots get blown out. Teach safety, and instill it into our culture. Pride, crappy attitudes, and stupidity ruin it for others and ourselves… just saying. Do what you love, love others while you do it.
I like to freeride and go hard all day. The fuzz respects me and I always skate safe. I’m not quite a pro, but I’m definitely not a grom. So send me free swag. Thanks in advance.
I really want to see the sport progress into becoming a more professional sport (like bmx etc.) In the future, I would like professional riders to be able to make a full career out of the sport and be supported fully by their sponsors. In doing this, I do not want to see the sport loose sight of its origin or roots.
If you’ve ever stepped on a longboard the feeling is unexplainable. In the Past 4 years I’ve watched longboarding expand from city to city and now country to country. The Broadway Bomb in NYC went from 150 skaters the first year to over 2000 in its 4th year. Longboarding will forever hold a place in my heart. It’s an escape from reality that anyone can call his or her own and is respected as a sport all in itself. Skateboarding and Longboarding differentiate in many aspects but they’re beginning to become one in the same. Hopefully one day skaters and longboarders won’t be seen as a nuisance or rebellious kids but rather innovators of an extreme and exhilarating sport. Thanks for reading the rant and spreading the stoke. Stay classy 🙂
Longboard gear is taking leaps forward year after year, and the riders themselves keep driving up the steezometer. We got Mischo going at speeds they could have never imagined fifty years ago. Then we got guys like Kyle Martin and Liam Morgan who blur the line between regular and goofy, and many more riders who we’ll all look back on as legends.
The future is just looking like a huge pile of stoke. It’s a real treat to think we are all here at the birth of something positive that will stay with humanity forever. I wish I could see what it would be like even just a hundred years from now.
I hope this sport continues to grow and carries the image of respect, community, and charity in the events and the way skaters carry themselves. I hope it remains as inclusive as it has been and I hope it continues to push for local shops and brands.
Skating is my life, all I want to do 24/7, however the harsh Canadian winters hinder the amount of time I can skate throughout the year. Snowboarding is also a passion, but even when I’m preoccupied with the slopes, skating still somehow creeps into my thoughts. I love how skating, especially longboarding, has been progressing over the year. When I stepped on my first board when I was 10years old, I’ve never been able to stop. It’s not a hobbie or a simple past time, it’s my life. I skate to release stress, to think over thoughts, to be happy, to hangout with friends, bond with people and express myself. I was the first person in my town to get a longboard, and I tried to make the scene grow. It’s hard, especially when there’s such a division between Street skating and Downhill/freeride skating. I’ve taken a lot of harsh, rude, and sometimes hurtful insults about longboarding, but I stay strong and push myself. It makes me stronger. Since I first attempted growing a longboarding community in my town, the first year I had a group of maybe 5 or 6 friends, now a have a club of about 100 and growing. It’s wonderful to watch and I can’t wait to take it further.
My hope is that longboarding continues to grow in strength and numbers. I am 42 and I love the sport and feel it can be enjoyed by all ages and gender. My son and I love to spend the weekend longboarding. I also have a Metroboard motorized longboard and I love to just cruise up and down the hills on my lazy days. I cannot wait for the boosted boards release to add to my motorized board collection!! I love the new innovations in the boards with concave, gas peddles, and flex grades!!!
So many girls skating now, never a bad thing to see a beautiful girl on a beautiful board doing beautiful dancing!
The British scene is going from strength to strength, we just need our UK leg of the Downhill world cup back!
Hate to say it but short deck skaters are giving a lot of attitude to Longboarders in the UK, they think it’s cool not to wear a helmet and sometimes actually take the piss when they see me wearing one. They won’t be laughing with a crack in their skull!
Well, I used to do downhill/ freeride. I was way into it. I got really good, then when school started my friend got me into street skating. I really like it cause I feel like you aren’t limited to what you can do. ANYWAYS. I feel like a lot of longboarders should try out street. It isn’t great at first, but if you put a lot of effort into it, it’s probably one of the most satisfying things to progress in. LONGBOARDERS! TRY STREET!!!!!!
I think that there is a big misconception of lonboarding. People think that we are out of control, pot-smoking teenagers. This is not the case when I skate I am always on the lookout for nearby obstacles, cars, and pedestrians. I would really like to see the government to work with skaters, not against us. An outright ban helps no one.
I like Switchback more than my girlfriend.
I live in Russia, where longboarding is still new and hard to fight for against greedy distributors, cheap goods, and ignorance. We have much to do about it, and it makes it beautiful — to do what you like and to build your own movement. So I see the future of longboarding is wonderful in Russia and so in the world too, because I know greatest people do their best making it true and soulful.
I see the future of skating being when all this different disciplines stop the hating and come together. Skaters are the new rock stars. And as such, are positioned to leverage this power in the evolution of not just skating, but mankind. I see the future of longboarding being a return to the roots of skating, where all styles are welcome.
On a more technical note, I see longboarding (specifically freeride) merging with street skating for maximum stoke. Imagine if you crossed Gonz and James Kelly. That’s what I want to see.
I won’t rest until Thrasher Magazine features somebody from the downhill scene on the cover. It probably should be Sergio Yuppie. Because he’s got the mad skills. They could do whole issue featuring Cliff Coleman and the new school of downhill. To me it’s a travesty that the most prominent skate mag is ignoring over half of the skate scene. So the future I see tears down these walls.
Longboarding has become hugely popular in the last two years. I feel great about where it’s headed. When I started riding long I hardly saw anyone in this city, and everyone was asking me why, why is your board so long? People still stop me when they see me trying to do some more ‘traditional’ tricks, and they tell me I need a smaller board. When I went in to my local shop and asked if they had the Loaded Dancer, they had never heard of it. They only had Vanguards. I asked if I could see the Luke Nosewalker and they said I was too short to ride that board, it’s meant for a much taller rider. I did a LOLWUT and tried to explain but they wouldn’t have it. Similar situations around the scene are my only problem with longboarding. I don’t care if someone is a new rider or an old one, educate yourself. Owner of a skate shop refusing to sell new bushing to a young rider whose board is pulling left and just ‘cranking them down’ more, to his obliviousness and no avail to the kid — get educated. When people say bearings are ABEC # because that’s the number of balls in the bearing which = the speed, I ask them: what about ABEC 1? They need to get educated. Police who stop me for riding down a huge beautiful hill at 3am and telling me I can’t be ‘all over the road, back and fourth like that’. They need education.
Only comment is the lameness of the split between “longboarders” and “shortboarders”. It is all skateboarding.
Longboarding needs to make haste to separate itself from the supposedly anti-authoritarianism espoused by “shortboarding” companies and participants to ensure its viability as a form of transport and keep it from becoming a simple fad.
Like it or not, skateboarding is not YOUR form of social rebellion anymore. Skateboarding is OUR sport. What you do and how you express yourself while riding, or even carrying, a deck affects all who skate. If you ever wonder why that skate park didn’t open, or your favorite park closed, or like in my town where skateboarding is illegal in the street period; ask yourself if the poor public opinion is your fault, because you were only thinking of yourself. Next time you ride concrete think of me, because I’ll be thinking of you and trying to send positive energy.
What has longboarding done to my life? It got me new friends. It kept me in shape and created a world where friendship and fun is beyond the ordinary. It gave me a new life. It gave me the fun that I never experienced. It kind of spoiled me, but I learned from my mistakes. It actually matured me. It gave me the balls to go 40+ which was very crazy for me. It brought me closer to my friends. I had never spent so much time and dedication to become better or be great at it. Just love the sport. The people you meet surrounding you changes the way of your style I skating. I’ve learned so many styles of longboarding through my friends. Finally I hope many people can experience how great longboarding is. You’re not risking your life, you’re actually getting an adrenaline of greatness and the feeling if joy in our life. Longboarding is my love, I do it every afternoon and sometimes even before school in the morning, it is like my drug, I’m addicted to it. When I think about longboarding I just get so stoked and keen to get out there to my favourite hill. Although my favorite hill that I used to skate all the time has been blocked off!!! That is the only thing I didn’t like about longboard and stacking, stacking isn’t good.
I’m really looking forward to new technology that will be put into the skateboard gear. I am also looking forward to seeing what the future holds for downhill skateboarding with the newly formed IDF.
All I see are movements and events in big cities that will surely give longboarding a very good reputation, but even in the biggest of Virginia (Virginia Beach) the local law enforcement has certain hatred towards us. There’s only one spot in the entire city that has low traffic, a very steep, but short grade, and has perfect pavement. Sadly it’s right in front of the city’s biggest and more affluent school. This means 2000 kids know about this hill and more than likely, half of them have tried to skate down it with a board bought using “daddy’s money”. These kids are all inexperienced and mstly aren’t wearing safety gear. The residents on that street have told my skate group that we aren’t allowed to skate there anymore due to kids having close encounters with cars. Now I’m telling you all of this because I want to see this changed. I don’t have a big enough audience to tell this to and it’d be extremely helpful to somehow change the police’s minds and to educate the younger kids on how to stay safe, and how not to blow such a perfect spot.
Super stoked to put on events in Anchorage, Alaska. We have such a rad community here that doesn’t get much attention because…it’s Alaska. Who says longboarding has to be a positive, inclusive community where everything is accepted? We never signed up for that.
Some skateboards are good for getting air. Some skateboards are good for going fast. Some dudes like to get air on their go-fast skateboards. There’s nothing wrong with a little wrong boarding, as long as you know what you’re doing.
Most of the freeriding we’re doing may be an extension of what Daryl Freeman was doing in 2001; but we’re going bigger and faster than he ever did. Downhill is pretty off the chain right now and there are doing some cool shit with soft wheel street skating
What longboarding needs to do is stop worrying about names. It doesn’t matter who made the plank of wood beneath your feet, it matters what you’re doing with it. It matters where you’re going personally in this sport. It matters that you are working hard and that every time you fall you get up again. This is how this sport will gain respect. Fuck all hate among riders! Good dammit! So tired of all shit thrown at each other because of different opinions. Go skate instead! You only live one damn time so us it to have fun! And be respectful!
I am at a point in my life where I have injured both knees, and have dislocated my shoulder. All do to long boarding. This makes it difficult to continue skating (and many other things), even though I love it. However, I am worried that if I keep doing it there will be no point, and I will just keep injuring myself. I read an article in this magazine a little while back about a guy who skated, wanted to be sponsored, realized it was dumb and just skated for the hell of it. Eventually he did get sponsored. It was inspiring. I am waiting for the point where I go back to just loving it. It is difficult because the majority of the community is doing the same thing; trying to be the best, trying to get ahead. Maybe it’s just the freaking winter. I’ll blame it on that for now. In short, fuck the cocky skaters, peace to the humble skaters, and what up to the skaters who love it. I hope we can all just love it.
I absolutely love the sport. Yet, with all these new skaters (noobs and kooks) coming and blowing spots, I feel like longboarding is becoming too mainstream in a bad way these surveys could be redone a lot so that they don’t take hours to fill out and I’d actually bother answering more stuff. Typing sucks, get some options to click on and have a “add your own” if it’s not listed. C’mon guys. Every year it’s this same crappy survey to fill out I want to give feedback but this format sucks ass. That really grinds my gears.
Longboarding has brought me places and taught me things nothing else could have. It has become my life. I love every minute of it. I’m lucky to live in a town with a wonderful longboarding community. Unfortunately our local shop recently got broken into and robbed. It has really hindered our community because the leader of our longboard club is also the owner of this store. He does so much for our community and has organized countless events. He has been a key player in sparking the stoke in southwest Missouri.
When I first was introduced to longboarding I didn’t know what to expect, and now I absolutely love it. I love what longboarding has becomeand I can’t wait to see what the future holds.
At 48 I’m hugely biased, but I think there is a bigger over 40 niche to be marketed to (still of course will be the minority, but lots of room for growth over current.) Given the number of knuckleheads like me who are in denial about age, orthopedic consequences and overall dignity, there’s probably a little tapped market of guys (some women? dunno) who have the disposable income to buy a full quiver of boards at a time just to feel like they are still 20 years younger. Personally, I had to save for 5 months to buy my first board in 1977. Now, whenever I realize that my skills are sub-par or that I’m not progressing at all, do I resolve to practice harder and skate more? Hell no — I fool myself that it’s all a matter of more and better equipment, and off to Daddies.com, Edge.com or Valley Surf & Skate I go.
I just started boarding this year and it is a great relief of stress and mode of transportation for me! I plan to continue boarding until it is not possible for me anymore!
I would be lost without skateboarding. Gives me a sense of direction in life. Gotta walk up the hill in order to enjoy the sweet goodness of surfing downhill. Keeps me sane and focused in the strangest life I’ve known.
A few years ago when I started to longboard more than ride street, it was great seeing other people getting excited about longboarding and what it offers to how people view skating. Now, I see kids taking their unused longboards for walks to and from class. Now it seems as if a longboard is just a fashion accessory to people, and it makes me want to hit them in the face, and teach them how to stand on the plank they carry around. It used to be easy to teach people how to board, and used to be fun, but lately it has been hard to find people to ride with. C’mon kiddos…skog!
Longboarding has got me through a lot of rough times; it’s my escape from all of the bullshit the world has to offer.
I love longboarding. I am only fourteen but I love to do it, I love to build them, and I love the spirit. My friends and I can just chill out, working on new slides, hitting new hills. Pushing each other to improve but always encouraging. I love to explore new roads, to ride new towns, and never stop evolving. My best friend and I have a company called Evolve Longboards. It hasn’t always worked out, but we have pushed on. We have kept Evolving, always improving. Just a few minutes ago we pressed our first board of 2013. I’m stoked to start it up again. Through my company and my passion, longboarding is a huge part of my life.
I just cruise on my longboard, but I love it and I love watching the pros. Glad to see more women getting involved in the sport as well, it makes me feel better about being the only girl I know with a board!
When I first started, it was on clay. I am overjoyed to see how far it’s come ..My hat’s off to all who push it forward …
No one will see this so…BACON STRIPS!!!