What Hydro-Turf does

Hydro-Turf manufactures marine-grade closed-cell EVA (Ethylene-Vinyl Acetate) foam traction mats, custom seat covers, and sheet goods for personal watercraft (PWC), jet boats, and stand-up paddleboards (SUP). Operations are based in a manufacturing and assembly facility at 1126 Eldridge Street, Clearwater, Florida, where the company was relocated in 2021 after more than 30 years operating under the Hydro-Turf brand (originally launched as Jet Strip in the 1980s and rebranded in 1990 by company president Arno Olbricht). The product portfolio is organized into three tiers — Standard (classic cut patterns in OEM-replacement quality), Pro Series (CNC-cut geometric patterns with knurled and laser finishes), and Premier (stitched marine-grade upholstery for show-quality builds) — with a fitment database covering year/make/model-specific kits for Sea-Doo, Yamaha WaveRunner, Kawasaki Jet Ski, Honda, Polaris, and Tigershark watercraft, plus jet boat and SUP applications.

The company's core technology is closed-cell EVA foam at approximately 50 Shore C hardness for watercraft (softer, ~40 Shore C, for SUP/surf), with proprietary pressure-sensitive adhesive (PSA) backing, CNC-cut precision patterns, and over 40 color options including solids, camo, marble, and two-tone combinations. Hydro-Turf generates revenue almost entirely through one-time product sales via its Shopify-powered direct-to-consumer e-commerce storefront (hydroturf.com), with pricing ranging from $66.95 for a base PWC sheet to $749.95 for a complete jet boat kit. Distribution is supported by an AI product specialist chat widget ("Kenny P"), phone and email channels, free domestic shipping on orders over $75, and a dealer/wholesale program for marine installers. The company ships internationally to 30+ countries and operates a wholly-owned sub-brand, HT Moto, which applies the same EVA foam technology to on- and off-road motorcycle traction products. Hydro-Turf received the Yamaha Motor Corp. Supplier Excellence Award in 2017, underscoring its position as a tier-1 supplier to OEM power sports manufacturers.

Name

Hydro-Turf

Legal name

Hydro-Turf

Website

https://hydroturf.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

251–500 employees

Short description

Hydro-Turf is a U.S.-based manufacturer of marine-grade closed-cell EVA foam traction mats, custom seat covers, and sheet goods for personal watercraft, jet boats, and stand-up paddleboards, sold primarily direct-to-consumer through its e-commerce site, with an adjacent motorcycle sub-brand (HT Moto) and global shipping to 30+ countries.

Ownership category

akta.pro rank

Product category

Marine Aftermarket Accessories

SIC

Plastics Foam Products (3086)

akta.pro primary industry

Boat & Personal Watercraft (PWC) Retail (CRAMAIAA)

akta.pro secondary industries

Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI), Paddle Sports Retail (Kayak, Canoe, SUP, Paddles) (CRAMAIAD)

Keywords

• Marine traction mats
• PWC seat covers
• EVA foam decking
• Jet ski accessories
• Marine upholstery

Headquarters

HQ city

Clearwater

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Product Sales: Hydro-Turf generates revenue through direct sales of custom traction mat kits, seat covers, sheet goods, and accessories via e-commerce storefront. Products are sold as one-time purchases with tiered pricing (Standard, Pro, Premier). International shipping available with customer contacting for rates.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Hydro-Turf designs, manufactures, and directly sells marine-grade EVA foam traction mats and custom-tailored seat covers for personal watercraft (PWC), jet boats, and stand-up paddleboards (SUPs). The company operates its own e-commerce storefront while also supporting a wholesale/dealer channel for marine retailers and upholstery/installation professionals.

Product overview

Hydro-Turf is a U.S.-based manufacturer of premium EVA foam traction mats, custom seat covers, and sheet goods for personal watercraft (PWC), jet boats, and stand-up paddleboards. The product portfolio is organized into three tiers: Standard (classic cut patterns, OEM replacement quality), Pro Series (CNC-cut geometric patterns with premium finishes), and Premier (marine-grade stitched upholstery for show-quality builds). Core products include traction mat kits for PWC, jet boats, and SUP available in all three tiers; custom seat covers in standard and premier options with a 3D builder for custom designs; and sheet goods in four sizes (PWC Sheets 37"x58", Boating Sheets 43"x83", Pro Sheets 40"x80", SUP & Surf Sheets) for custom applications. Supporting offerings include underpad cushioning layers, material samples, accessories (helm pads, cooler pads, kick tails, side lifters), and branded apparel. The company also offers an AI-powered chat specialist named Kenny P for product guidance. All products are manufactured in Clearwater, Florida, using closed-cell EVA foam that is UV-resistant, water-resistant, and provides non-slip traction.

Differentiator

Problem solved

Functional benefit

Brands

• HT Moto: Traction and comfort products for on- and off-road motorcycles, launched in 2008.

Quantifiable outcome

• Products last 5+ years with proper care
• +2 more outcomes

Segments6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves9 records

Expansion highlights5 records

Emerging players

• BoatCarpetMarket: BoatCarpetMarket sells marine carpet and EVA foam boat flooring products to DIY boaters — an emerging specialist with overlapping product/customer overlap for Hydro-Turf's boating sheets segment.

Broad incumbents

• Aqua Marina: Aqua Marina is a global inflatable SUP, kayak, and water sports equipment brand — adjacent to Hydro-Turf's SUP traction segment through shared end-users and overlapping marine retail distribution.
• YETI: YETI is a premium outdoor/marine accessories brand with a cooler pad product line (RTIC/YETI fit) that competes with Hydro-Turf's cooler pads — adjacent brand in the same marine/outdoor deck-accessory category with overlapping customer base.
• TACO Marine: TACO Marine is a long-established marine accessories manufacturer offering a broader portfolio of tops, hardware, and rigging — adjacent to Hydro-Turf's boat flooring category through OEM/aftermarine accessories channel overlap.
• RTIC: RTIC sells cooler pads sized to its own coolers in marine and outdoor channels — directly comparable to Hydro-Turf's cooler pad SKUs through overlapping consumer and trade distribution.

Direct peers

• SeaDek: SeaDek is the largest U.S. manufacturer of marine-grade EVA foam traction products for boats, kayaks, SUPs, and PWC, with custom-fit kits and a broad sheet goods lineup — directly overlapping Hydro-Turf's core product, target customer, and channel model.
• Gator Step: Gator Step produces custom-cut EVA foam traction kits for boats, pontoons, and PWC with similar tiered product structure and DTC e-commerce motion — directly comparable to Hydro-Turf's traction mat kits on product and target buyer.
• Edom Marine: Edom Marine supplies custom EVA foam boat decking and pontoon flooring products to boat builders and consumers — a smaller but directly comparable specialist competitor to Hydro-Turf's boating sheets and jet boat kits.
• MarineMat: MarineMat (linked out from Hydro-Turf's main navigation) sells EVA foam boat and kayak traction kits with similar custom-fit and DIY positioning — directly comparable on product, customer, and price point to Hydro-Turf's boat and kayak traction segment.

Regional players

• Syntec Industries: Syntec Industries manufactures EVA foam rolls and traction products for marine, RV, and automotive applications — a regional foam supplier competing with Hydro-Turf on raw foam and sheet goods.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xfacebook.com/HTtraction
• YouTubeyoutube.com/channel/UCn46lDvx0HTLIDYIfglQ0Gw
• Facebookfacebook.com/HTtraction
• Instagraminstagram.com/hydroturf

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hydro-Turf