Kitesurf365: Alex Pastor | Episode #417 Summary

Podcast: Kitesurf365
Host: Adrian Kerr
Guest: Alex Pastor – 2013 Freestyle World Champion, now CEO of Airush
Release Date: December 22, 2025

Episode Overview

In this in-depth conversation, Adrian Kerr sits down with freestyle legend Alex Pastor, who recently stepped into the CEO role at Airush Kiteboarding. The episode explores Alex’s transition from professional rider to business leader, his vision for revitalizing the Airush brand, and the state of the kiteboarding industry—from gear trends to the resurgence of freestyle. Listeners get an insider’s perspective on brand management, product innovation, and what it takes to navigate the challenges of leading a legacy brand.

Main Discussion Points & Insights

1. Alex Pastor’s Deep Roots with Airush

• Origins with Airush:
  • Joined Airush in 2010 after being dropped by Naish, despite just winning a major event.
    • “It was funny because...I was maybe, I think I was 19 years old and I was like, oh, wow, this is my moment. I finally won an event...and just after that event, I got kicked out of Nash.” — Alex (01:02)
• Early Impressions:
  • Highlighted Airush’s collaborative approach, valuing rider feedback for product development over what “sells.”
    • “With Airush it was the complete opposite. They were like, okay, we will just make the gear as good as possible for you, so please let us know all the feedback.” — Alex (01:34)

2. Entrepreneurial Expansion

• Kite Club and Distribution:
  • After injury in 2014, opened the Alex Pastor Kite Club in Tarifa, which led to further business involvement.
  • Sees a model of single-distribution centers per continent as the future for competitiveness.
    (02:50-04:11)

3. Becoming CEO: Motivation & Process

• The Road to CEO:
  • Spent two years negotiating for the Airush brand; secured a licensing deal directly with Starboard’s owner rather than attracting external investors.
    • “About six months ago, Clinton approached me again and...we can do this in kind of licensing deal, so we can pay them as we are selling...then the brand will be ours.” — Alex (06:17)
• Personal & Financial Stakes:
  • Risked life savings but acts on “instinct and passion,” with support from his wife.
    • “It's very risky because, yeah, I'm basically putting on my life savings. But my wife...She always supports me with whatever I do.” — Alex (07:50)

4. Brand Vision & Innovation

• “By Innovators, For Innovators”:
  • Determined to keep Airush’s tradition alive—prioritize product quality over rushing to market.
    • “When we launch, a product is going to be a good product. That's how I see it. If it comes later, it comes later.” — Alex (10:40)
• Product Line Strategy:
  • Maintain and fine-tune core kites (Razor, Lithium, Lift, Ultra, Team Series), not drastic cuts.
    • “Basically keep the range with the same amount of kites...but keep improving them.” — Alex (12:16)

5. Adapting to Industry Trends

• Rising Pressure for Big Air:
  • Acknowledges shift from freestyle to big air by both brands and riders.
    • “We're definitely putting a lot of effort into developing more into the bigger range...I can tell you that that kite is just as floaty.” — Alex (13:45)
• Benchmarking Against Competition:
  • Keen to test Airush kites across brands, less from preference, more for competitive analysis. (14:46)

6. Consumer Focus & Pricing Debate

• Listening to the Market:
  • Importance of balancing pro feedback vs. end-user experience.
    • “Not everyone is a Jason Vanderspae or Lorenzo Casati...Your main consumers are probably just wanting to do a big safe kite loop and feel safe, right?” — Adrian (15:28)
• Affordability Initiatives:
  • Plans to revive entry-level affordable kites (e.g., DNA model), recognizing pricing as a barrier and opportunity.
    • “We should have kites for everyone...But I think it's very important for a brand to...develop the best possible.” — Alex (17:17)

7. Brand Loyalty & Revitalization

• Re-engaging the Community:
  • Wave of positive feedback following his appointment; sees lapsed fans eager for Airush’s comeback.
    • “So many people have reached out to me that they're so stoked to see that happening. Finally the brand is back.” — Alex (19:01)
• Distribution & Shop Strategy:
  • Focused on expanding retail presence with a “good service” ethos to win back riders. (19:01-20:21)

8. The Role of Team Riders

• Strategic Approach:
  • Budget constraints mean prioritizing a small number of highly visible riders; values their inspiration for consumers.
    • “I want them to feel the same way that I felt when I joined Airush back in 2010...Airush is fully supporting me, is really putting...Investing that I get the best possible kite.” — Alex (20:57)
• Team importance:
  • “I think that people buy a lot of the times kite because they want to be or want to have the kite that their idol has.” — Alex (20:57)

9. Defining Success

• Sustainable Growth over Wealth:
  • “I'm doing this because I love it so. Not because I want to be rich from it.” — Alex (23:05)
  • Focus is on resilience, growth, and product quality.

10. Freestyle’s Comeback and Youth Development

• Freestyle Sparks:
  • Sees renewed energy in freestyle competitions, new talents (e.g., Finn Flugel), and global youth engagement.
    • “I think so...the level of the guys, like what Fin is doing, and it's unbelievable.” — Alex (23:48)
  • Discusses up-and-coming Spanish and Australian riders, and the importance of charismatic young athletes driving the sport.

Notable Quotes & Memorable Moments

• On taking risks in business:

  • “People always been telling me that, but I just trust my instinct. I know that a lot of the times I will crash...but I don't know, I think I just want to run it with. When you do something that you love and you put a lot of energy and you put motivation, and I don't see why it shouldn't work.” — Alex (09:04)

• On kiteboarding’s cyclical economy:

  • “Brands don't tend to die on this industry. They always find a new person to run it.” — Alex (07:50)

• On brand tribalism and reviving loyalty:

  • “People in kiteboarding are tribal. Right. You know, if you start on Airush, your loyalty Airush...How are you going to bring them back to the brand and give them confidence in what you're doing?” — Adrian (18:33); Alex explains the power of reconnecting with the loyal base (19:01).

• On Team Riders as Brand Ambassadors:

  • “I think that people buy...because they want to be or want to have the kite that their idol has.” — Alex (20:57)

Important Timestamps

• [01:02] – Alex’s history with Airush, how he was recruited after a setback with Naish.
• [04:26] – On transitioning to business, learning a new side of the industry.
• [06:17] – The process and risks involved in taking over the Airush brand.
• [10:40] – Vision for Airush: “By innovators, for innovators.”
• [12:16] – Product range, keeping legendary kites, focus on refinement.
• [13:45] – Responding to demand for Big Air kites.
• [15:28] – Discussing the importance of listening to end-user riders.
• [17:17] – Plans for affordable entry-level kites.
• [19:01] – Re-engaging Airush’s loyal customer base.
• [20:57] – Approach to team riders, using limited budget for maximum impact.
• [23:05] – Defining success: resilience and passion over profit.
• [23:48] – Freestyle’s resurgence and the next generation of stars.

Tone & Language

The conversation is candid, passionate, and infused with insider knowledge and industry anecdotes. Alex Pastor’s humility and drive are clear—he’s honest about financial risks, the learning curve of running a brand, and his excitement for product development. Both host and guest share a genuine enthusiasm for kiteboarding, alternating between technical insights and relatable, grassroots stories.

Conclusion

This episode is a must-listen for anyone interested in the business and culture of kiteboarding. Alex Pastor’s journey is both a testament to following one's passion and a case study in how pro athletes can shape the brands they love. Listeners will walk away with a deeper appreciation of what it takes to keep a legendary brand flying high—from product innovation and pricing strategy, to building a team and reigniting community loyalty.