iRocker
iROCKER is a Jacksonville, Florida-based designer and direct-to-consumer retailer of inflatable stand-up paddle boards, serving outdoor recreation enthusiasts, families, travelers, and SUP anglers across the US and Canada via its e-commerce store, Amazon, and 100+ authorized retailers.
- Company typePrivate
- Founded2013
- HeadquartersLewes, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What iRocker does
iROCKER Inc. is a Jacksonville, Florida-based designer and retailer of inflatable stand-up paddle boards and complementary water recreation products, founded in 2013 and operating as a privately held, rider-owned company. The company's core technology centers on military-grade PVC construction with drop-stitch core technology for rigidity when inflated to a recommended 15 PSI, alongside proprietary components including a Dual Chamber Triple Action Hand Pump, MAGTITE magnetic connection points, and Action Mount accessory integration. Its product portfolio spans multiple sub-brands and tiers: iROCKER Original boards positioned for stable, classic recreational paddling with highest weight capacity; the ULTRA series (1.0 through 3.0) targeting the lightweight, travel-ready segment; BLACKFIN (Model X, 6.0, Model SX, XL/V) targeting fishing and performance use cases; NAUTICAL for family and beginner use; and the iLAND line of floats and hammocks. The company sells primarily direct-to-consumer through its Shopify-based storefront (irockersup.com), with secondary distribution across Amazon (US and Canada), 100+ authorized physical retailers across Florida, Arizona, California, Michigan, New York, and British Columbia, and wholesale channels including Faire marketplace and a fleet pricing program for orders of five or more boards.
Revenue is generated almost entirely through hardware sales of boards and accessories, with pricing varying by product line and promotional mechanisms including bundle savings, accessory discounts, and a 14-day price guarantee. The company pursues a multi-channel go-to-market that blends product-led growth (board finder quiz, comparison tools, 45-day return policy), community-led growth (four-tier ambassador program with Customer, Influencer, Affiliate, and Pro tiers), and channel partnerships. Marketing is distributed across owned social channels (Instagram, Facebook, TikTok, YouTube), email marketing via Bloomreach, content marketing, and earned media from Forbes, CNET, Gear Junkie, Travel & Leisure, Switchback Travel, Field & Stream, and SUP Connect. Operational footprint includes the Jacksonville headquarters and distribution centers in Maryland and California, supporting direct-to-consumer shipping to all 50 US states plus international expansion into Canada. The company has sold 320,000 boards worldwide since founding and reports 24,000+ positive reviews across platforms. Leadership consists of co-founders Stephen Elder (Co-Founder, Co-Owner & CEO) and David Erwin (Co-Founder, Co-Owner).
iRocker firmographics
Firmographics- Name
- iRocker
- Legal name
- iROCKER Inc.
- Website
- https://irockersup.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- iROCKER is a Jacksonville, Florida-based designer and direct-to-consumer retailer of inflatable stand-up paddle boards, serving outdoor recreation enthusiasts, families, travelers, and SUP anglers across the US and Canada via its e-commerce store, Amazon, and 100+ authorized retailers.
- Ownership category
- akta.pro rank
iRocker industry classification
Industry- Product category
- Outdoor Recreation Equipment
- NAICS
- Sporting Goods Retailers (45911)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Paddle Sports Retail (Kayak, Canoe, SUP, Paddles) (CRAMAIAD)
- akta.pro secondary industries
- Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI), Surf & Beach Sports Retail (Surfboards, Bodyboards, Skimboards) (CRAMAIAE), Water Sports Equipment Retail (Wake, Ski, Tow, Tubes) (CRAMAIAC), Kayak & Paddle Fishing Specialty Retail (CRAMALAF)
Keywords
Where iRocker is headquartered
LocationHeadquarters
- HQ city
- Lewes
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
iRocker business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Paddle Board Sales: Direct-to-consumer sales of inflatable and hard paddle boards across multiple product lines (iROCKER Original, ULTRA, BLACKFIN) at various price points
- Accessories & Gear: Sales of complementary products including fins, paddles, bags, pumps, kayak seats, speakers, mounts, and replacement parts
- iLAND Floats & Hammocks: Floating water products for leisure and social use
- Special Sales Categories: Final Sale (previous collections), Open-Box, Used, and Warehouse Sale offerings for inventory management
- Ambassador & Affiliate Programs: Commission-based revenue sharing with affiliate ambassadors who promote products
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Accessories - Replacement Fins |
| Unit Pricing | Pay-as-you-go | ULTRA 3.0 Series - Lightweight Travel Boards |
| Unit Pricing | Pay-as-you-go | Volume/Fleet Pricing |
| Transaction based/ take rate | Pay-as-you-go | Promotional Discounts |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels9 records
iRocker product offering
Product offeringCore offering
iROCKER designs, manufactures, and sells inflatable and hard stand-up paddleboards (SUPs) and complementary accessories through a direct-to-consumer e-commerce storefront, Amazon marketplace, authorized physical retailers, and a wholesale/fleet program. The product portfolio spans sub-brands including iROCKER Original, ULTRA, BLACKFIN, NAUTICAL, and iLAND floats/hammocks, serving beginners through advanced paddlers across recreation, fishing, touring, yoga, family, and travel use cases.
Differentiator
Problem solved
Functional benefit
Brands
- BLACKFIN: Premium inflatable paddle board line including models like BLACKFIN Model X, BLACKFIN 6.0, BLACKFIN Model SX, and BLACKFIN XL/V.
- ULTRA
- iLAND
- NAUTICAL
Products and services
- iROCKER Original Paddle Boards The Original line of iROCKER inflatable stand-up paddle boards (including the iROCKER 7.0 and iROCKER 8.0) positioned as classic, stable, all-around boards with the highest weight capacity in the company's range, aimed at beginners through intermediate paddlers for recreation, family, and fitness use.
- ULTRA Series Paddle Boards The ULTRA series of lightweight, travel-ready inflatable paddle boards (ULTRA 1.0, 2.0, 3.0) targeting paddlers who need portable boards that pack into travel bags and inflate quickly for travel, exploration, and adventure trips.
- BLACKFIN Series Paddle Boards The BLACKFIN premium line of inflatable paddle boards (Model X, 6.0, Model SX, XL/V) designed for fishing and performance use, offering stable platforms with cargo capacity, action mounts for accessories such as rod holders, and reinforced construction for heavier loads and rougher conditions.
- NAUTICAL Paddle Boards The NAUTICAL line of paddle boards, including the NAUTICAL Kids board, designed for family paddling, beginner learning, and kids' water activities, with stability suited to younger or less experienced users.
- iLAND Floats & Hammocks iLAND floating platform products including floats and hammocks designed for leisure and social water activities, equipped with MAGTITE magnetic pucks for attaching accessories such as MAG Pocket, MAG Cups, and MAG Speaker X.
- Paddle Board Accessories & Gear Complementary accessories and gear sold alongside iROCKER boards, including replacement fins (Flip Lock Fin, NT GO Side Fin, ULTRA River Style Fin), paddles, carry bags, dual chamber hand pumps, electric pumps, kayak seats, leashes, repair kits, and MAGTITE/Action Mount accessories such as speakers, cup holders, camera mounts, phone mounts, and rod holders.
Quantifiable outcome
- Boards can be inflated in approximately 5-7 minutes with dual chamber pump (down to 3.5 minutes reported by some users)
- +3 more outcomes
Companies that use iRocker
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
iRocker technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Feature6 records
iRocker partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Hagan Outfitters (Florida)coreAuthorized Florida-based outdoor retailer carrying iROCKER products at multiple store locations
- Life Is GoodminorLifestyle brand with website and retail stores carrying iROCKER paddle boards
- Gear.comminorOnline specialty outdoor gear retailer authorized to sell iROCKER products
- Lear OutdoorsminorAuthorized outdoor recreation products retailer
- FaireminorWholesale marketplace connecting brands with independent retailers; iROCKER products available through Faire's B2B platform
- StripecorePayment processing service handling credit/debit card transactions on irockersup.com; adheres to PCI-DSS standards
- Amazon PaycoreMarketplace platform for selling iROCKER products alongside main e-commerce site; Amazon.com and Amazon.ca listings
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
iRocker competitors and assessment
Company assessmentDirect peers
- Red Paddle Co: UK-based premium inflatable SUP brand with a similar direct-to-consumer model, comparable price points, and parallel product lines (all-around, touring, kids, and accessory ecosystems). Red Paddle Co is widely considered iROCKER's closest premium-infatable competitor in North America.
- Bote: Florida-based paddle board and water recreation brand selling inflatable SUPs, kayaks, and floats (including the BOTE Hangout and Dock series) through DTC and retail. Strong product overlap with iROCKER's core boards and iLAND floats line.
- Thurso Surf: Direct-to-consumer inflatable SUP brand offering comparable all-around and touring boards at similar price points. Competes directly for the same entry-to-mid-tier buyer that iROCKER targets with its Original and ULTRA lines.
- Tower Paddle Boards: Pioneer of the DTC inflatable SUP model, selling through its own storefront with comparable boards and accessories. Operates in the same mid-priced iROCKER Original/ULTRA price band with overlapping buyer personas.
- Sea Eagle: Long-standing inflatable watercraft brand (kayaks, SUPs, pontoon boats) selling through DTC with similar drop-stitch construction and accessory ecosystem. Competes with iROCKER for the recreational inflatable buyer and overlaps in inflatable kayak/SUP accessories.
- Glide Paddle Boards: Inflatable SUP brand selling direct via its own storefront with comparable construction and pricing to iROCKER's Original series. Competes in the same mid-range all-around SUP category.
- ISLE Surf & SUP: Direct-to-consumer paddle board brand offering inflatable and hard SUPs at overlapping price points with comparable accessory and bundle programs. Targets a similar beginner-to-intermediate audience.
Broad incumbents
- Starboard: Established global paddle board and watersports brand with broader racing, surf, and foil offerings alongside inflatable SUPs. Larger brand with international distribution that competes with iROCKER at the higher-performance tier that BLACKFIN targets.
- NRS (Northwest River Supplies): Established outdoor water recreation retailer/manufacturer with a broad paddle sports, kayak, and SUP portfolio. Overlaps with iROCKER's accessory business and represents a category incumbent with much wider product breadth.
Others
- Werner Paddles: Premium paddle manufacturer whose SUP paddles and accessories are stocked alongside iROCKER's offerings at many of the same retailers. Comparable as a paddle-sports category participant but a supplier/adjacent brand rather than a direct SUP competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
iRocker social profiles
Digital presenceiRocker financial estimates
Financial estimateRevenue estimate
Valuation estimate
iRocker leadership team
Management profileNumber of profiles
Profiles2 records
iRocker funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
iRocker M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about iRocker
What does iRocker do?
iROCKER designs, manufactures, and sells inflatable and hard stand-up paddleboards (SUPs) and complementary accessories through a direct-to-consumer e-commerce storefront, Amazon marketplace, authorized physical retailers, and a wholesale/fleet program. The product portfolio spans sub-brands including iROCKER Original, ULTRA, BLACKFIN, NAUTICAL, and iLAND floats/hammocks, serving beginners through advanced paddlers across recreation, fishing, touring, yoga, family, and travel use cases.
Is iRocker a public or private company?
iRocker is a private company. It is classified as venture growth investor backed and is currently operating.
When was iRocker founded?
iRocker was founded in 2013. It employs 101 to 250 people.
Where is iRocker based?
iRocker is headquartered in Lewes, United States, in the North America region.
How does iRocker make money?
Five revenue lines are on record. Paddle Board Sales are the primary driver. The others are accessories & Gear, iLAND Floats & Hammocks, special Sales Categories and ambassador & Affiliate Programs.
Who are iRocker's main competitors?
Direct peers on record are Red Paddle Co, Bote, Thurso Surf, Tower Paddle Boards, Sea Eagle, Glide Paddle Boards and ISLE Surf & SUP. Broad incumbents are Starboard and NRS (Northwest River Supplies). Werner Paddles is listed as an others.
Does iRocker have an API?
No public API is recorded for iRocker.
What industry is iRocker in?
iRocker's product category is Outdoor Recreation Equipment. Its primary akta.pro industry code is CRAMAIAD, Paddle Sports Retail (Kayak, Canoe, SUP, Paddles), with a secondary code of CRAMABAI, Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories). Its NAICS code is 45911 and its SIC code is 3949.