Two powerhouse brands in the surfskate sector are merging.
We asked the leaders of Loaded Boards and Carver Skateboards why the two companies are coming together, if the post-COVID skateboard slump influenced this decision, and what retailers, consumers, and the brands themselves will gain as a result.
(Editor’s note: Loaded Boards founder Don Tashman and Carver co-founder Neil Carver asked that we describe the new alliance as merger rather than an acquisition.)
Why was now the right time for Loaded Boards to merge with Carver?
Loaded Boards founder Don Tashman and Carver co-founder Neil Carver: We believe the timing was right because this merger is fundamentally strategic and forward-looking. By joining forces, we are creating a unified powerhouse. The opportunity was to combine our complementary strengths: Loaded’s expertise in longboard deck design and manufacturing with Carver’s pioneering surfskate truck technology. This union allows for centralized R&D to accelerate innovation and strategically positions us as the definitive resource for the alternative skateboard segment, which is expanding across new demographics.
I’m guessing you were competitors before. How are the brands similar and how are they different?
Tashman and Carver: We met surfing the breakwater in Venice, California, and have been friends and collaborators for 25 years. While we were two influential brands operating in the same market, we were actually highly complementary rather than direct competitors.
Loaded has created surfskate setups using Carver trucks for a while, but the scope has been limited. For the most part, we play in different but related spaces, providing specialized and very different products. We are similar in that both brands share a deep philosophical connection, built on shared values and a passion for riding boards side-stance and for product innovation.
However, we are fundamentally different in our core technology. Loaded is known for pushing the boundaries of high-performance longboard construction and materials (decks), while Carver is the original pioneer of the surfskate truck system designed to emulate surfing.
Will Carver still operate as a separate entity? Will the Carver ownership/leadership continue to be involved?
Tashman and Carver: Absolutely. Carver will maintain its distinct identity and heritage. This commitment is a core pillar of the merger. Furthermore, all key personnel and leadership from Carver, including co-founders Neil Carver and Greg Falk, will remain on board. They will be heavily involved, particularly in our centralized R&D efforts, which is key to pushing the boundaries of surfskate technology even further.
Don Tashman, the founder of Loaded Boards, will function as the CEO of the new combined entity. Marketing and sales efforts will be consolidated, but each brand (Loaded, Carver, and Orangatang) will continue to exist publicly as independent brands with unique and separate sensibilities and goals.
Did the COVID boom, then post-COVID decline, create the conditions for the acquisition?
Tashman and Carver: Definitely. The challenging market conditions have been turbulent for most of our industry. Our collective take was to move forward by building resilience and future-proofing our operations. The high-growth period of the boom was amazing for both companies, but the subsequent “COVID hangover” proved that only the most efficient and innovative companies would thrive long-term.
In short, the recent market turbulence didn’t force the merger, but it certainly clarified that the future of alternative skateboarding belongs to a unified, innovative powerhouse. We are positioning ourselves not just to ride out the challenges but to lead the industry into its next, brighter phase of growth.
Can you please describe the business climate for the skateboard industry at the moment?
Tashman and Carver: After three years of over-inventory and marketing stagnation, we’re seeing a business climate that is showing small but significant signs of evolution and expansion. Influenced by the COVID boom and the desire to connect with the analog world, we’re finding that skateboarding is expanding across a wider range of demographics, thereby redefining skateboarding culture and accessibility.
Skateboarding in all its forms is a powerful vehicle for personal development, building resilience, pushing boundaries, and, most importantly, having fun. With this merger, we have better tools to share the stoke of skateboarding.
What are the biggest advantages of this merger?
Tashman and Carver: We’re product people first and foremost. This merger is intended to enhance innovation through our centralized research and development efforts. This, in turn, drives three other benefits: an expanded product portfolio driven by the experience and passion of both brands; strengthened retail and distributor support through streamlined operations; and ultimately, an enriched rider experience with groundbreaking new products.
If I am a retailer, what will change?
Tashman and Carver: If you are a retailer, the change is designed to simplify and strengthen your business: We are now a “one-stop shop” for all your high-quality alternative skateboard needs. The same, combined, sales team (Jimmy Yakout, head of sales, Chris Eidem, domestic sales manager, Pablo, international sales) will be here for all your Loaded and Carver purchasing needs. We will maintain and grow Loaded and Carver’s robust existing domestic sales force for continued hands-on dealer support. By the end of November, we’ll have a centralized B2B system in place to simplify purchasing. Additionally, operations will be streamlined for better availability, quicker shipping and stronger customer service.
Over the longer term, we expect to see significant improvement across both brands in our ability to promote and support our brands through technology and grassroots efforts. We are committed to having product available for all brands within the promised delivery windows. Additionally, and most importantly, our combined R&D experience and capabilities will allow us to create an innovation engine, pumping out all kinds of cool and important products to spread stoke world wide.
Tiffany Montgomery can be reached at tiffany@shop-eat-surf-outdoor.com.
