Laguna Sea Sports

What Laguna Sea Sports does

Laguna Sea Sports is an Israel-based water sports club and specialty retailer founded in 1980 by former Israeli champion Eli Avinouah and headquartered in Bat Yam. The company operates two physical club locations (Sea Falcon and Tayo) and an e-commerce storefront at laguna.co.il, serving individual water sports enthusiasts and families across Israel. Its product portfolio spans kites, wings, SUP boards, surfboards, hydrofoil systems, harnesses, wetsuits, impact vests, bags, and accessories, anchored by exclusive distributorship rights for F.ONE, Manera, and Lokahi, supplemented by Mystic accessories.

The business combines retail equipment sales, professional instruction in kite surfing, wing surfing, SUP, and wave surfing, a children's summer surf camp, and organized international travel trips to Sri Lanka, Morocco, and Greece. Course registration fees are 150 ILS (100 ILS for SUP), with shipping free above 400 ILS and a second-hand equipment category for price-sensitive entrants. Marketing is driven by Instagram content, Trustindex-verified Google reviews, monthly unboxing video content on the website, and a BuyMe gift voucher partnership.

Laguna Sea Sports is privately held with no disclosed institutional investment, no parent company, and no subsidiaries. It operates exclusively in Israel with a small employee base (11-50). The company's competitive positioning rests on multi-decade brand recognition, exclusive brand distribution rights, certified instruction quality, and a bundled ecosystem linking equipment retail, training, camps, and travel.

Name

Laguna Sea Sports

Legal name

Laguna Sea Sports

Website

https://laguna.co.il

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Laguna Sea Sports is an Israel-based water sports club and specialty retailer founded in 1980, serving Israeli enthusiasts and families with kite, wing, SUP, and surf equipment, professional instruction, summer camps, and international travel trips through two beach club locations and an e-commerce store.

Ownership category

akta.pro rank

Product category

Water Sports Club and Equipment Retail

NAICS

Fitness and Recreational Sports Centers (71394), Boat Dealers (441222)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Surf & Beach Sports Retail (Surfboards, Bodyboards, Skimboards) (CRAMAIAE)

akta.pro secondary industries

Surfing & Kitesurfing Experiences (Lessons, Camps) (THAJAJAJ), Paddle Sports Retail (Kayak, Canoe, SUP, Paddles) (CRAMAIAD), Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)

Keywords

• Water sports equipment
• Kite surfing training
• Wing surfing school
• Stand up paddle boards
• Surfboards retail

Headquarters

HQ city

Bat Yam

HQ country

Israel

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others

Revenue model

1. Retail Equipment Sales: Sale of new and second-hand water sports equipment including kites, wings, SUP boards, surfboards, harnesses, wetsuits, and accessories through their e-commerce platform and physical stores.
2. Training Courses: Professional training courses in kite surfing, wing surfing, SUP, and wave surfing with registration fees and course fees.
3. Summer Camp Programs: Children's summer camp programs for water sports activities.
4. Travel Trips: Organized water sports travel trips to destinations including Sri Lanka, Morocco, and Greece.
5. Gift Vouchers: Sale of gift vouchers (BuyMe vouchers) for courses and services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Laguna Sea Sports operates a water sports club and retail operation in Israel, selling kiteboarding kites, inflatable wings, SUP boards, surfboards, hydrofoil systems, and related apparel and accessories from brands including F.ONE, Manera, MYSTIC, and Lokahi through its e-commerce platform and two physical club locations. The company also provides professional instructional courses in kiteboarding, wing surfing, SUP, and wave surfing, along with children's summer surf camps and organized international surf travel packages to destinations such as Sri Lanka, Morocco, and Greece.

Product overview

Laguna Sea Sports operates as a multi-channel water sports retailer and club offering a broad portfolio of products and services centered around kiteboarding, wing surfing, stand-up paddle (SUP), and wave surfing. The product range is organized around the F.ONE brand (the company's flagship brand, for which it is the official Israeli distributor), supplemented by Manera (harnesses, wetsuits, accessories), MYSTIC (neoprene, accessories), and Lokahi (SUPs) brands. Core product lines include F.ONE kites, F.ONE inflatable wings, F.ONE hydrofoil systems (front wings, masts, stabilizers), wing-specific boards, SUP boards across wave/race/cruising categories, surfboards, and Manera/MYSTIC accessories (wetsuits, boots, impact vests, helmets, bags, leashes). The company also operates a second-hand equipment store and offers a full suite of instructional courses (kite, wing, SUP, wave surfing) and a summer surf camp for children, plus international travel packages to Sri Lanka, Morocco, and Greece. The business combines e-commerce (WooCommerce-based online store) with physical club operations at two beach locations in Israel.

Differentiator

Problem solved

Functional benefit

Products and services

• F.ONE Kites Kiteboarding kites from F.ONE brand covering Big Air, wave, and racing disciplines for individual water sports enthusiasts.
• F.ONE Wings Inflatable wing sails for wing surfing from F.ONE brand for individual water sports enthusiasts.
• SUP Boards (Stand Up Paddle) Stand Up Paddle boards across wave, race, and cruising categories from multiple brands for individual water sports enthusiasts.
• Surfboards and Kite Surfboards Surfboards and kite-specific surfboards from F.ONE brand in multiple constructions and skill levels for water sports enthusiasts.
• Hydrofoils and Foil Systems Complete hydrofoil systems for kite, wing, and SUP disciplines from F.ONE brand for water sports enthusiasts.
• Manera Harnesses and Wetsuits Harnesses, wetsuits, boots, caps, and accessories from Manera brand for individual water sports practitioners.
• MYSTIC Water Sport Accessories Neoprene boots, impact vests, helmets, wetsuits, and water sport gear from MYSTIC brand for water sports enthusiasts.
• Wing Boards Wing-specific boards for wing surfing from F.ONE in multiple constructions and shape variants for water sports enthusiasts.
• Bags and Board Covers Travel bags, board covers, foil bags, and backpacks from Mystic and Manera brands for water sports equipment transport and protection.
• Leashes Ankle, calf, and waist leashes for wing surfing, kiteboarding, and SUP disciplines from Manera and other brands.
• Safety Vests and Impact Gear Impact vests, smart-foam helmets, and safety equipment for wing and water sports participants.
• Second-Hand Equipment Pre-owned water sports equipment including wings, SUPs, kites, and foilboards at reduced prices for budget-conscious consumers.
• Wing Surfing Courses Professional instructional courses for wing surfing taught by certified instructors with personalized pace adaptation, for individuals seeking structured training.
• Kiteboarding Courses Professional kiteboarding instructional courses with certified instructors for beginner to advanced skill levels, for individual water sports enthusiasts.

Named customers3 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core.

• F.ONEcoreChannel Partner/ Reseller/ DistributorOfficial representative in Israel for F.ONE products including kites, wings, boards, and hydrofoils. F.ONE is a leading international water sports equipment manufacturer.
• ManeracoreChannel Partner/ Reseller/ DistributorOfficial representative in Israel for Manera products including harnesses, wetsuits, boots, and impact vests. Manera specializes in premium water sports apparel and protection gear.
• LokahicoreChannel Partner/ Reseller/ DistributorOfficial representative in Israel for Lokahi SUP products. Lokahi produces high-quality stand-up paddle boards.
• MysticcoreChannel Partner/ Reseller/ DistributorProducts from Mystic brand available including wetsuits, boots, impact vests, and bags. Mystic is a leading water sports neoprene and protection equipment manufacturer.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Decathlon: Global mass-market sporting goods retailer with growing water sports assortment (kite, SUP, surf, foil). Comparable to Laguna as a competing channel for equipment buyers, though Decathlon operates a much wider portfolio at lower price points rather than specializing in premium water sports or offering instruction.

Emerging players

• Fanatic (Prion GmbH): Boardsports brand producing windsurf boards, SUPs, and foils distributed through specialty dealers globally. Comparable to Laguna as a competing premium board brand in the wind/SUP/foil categories Laguna sells and instructs, with similar brand-distribution dynamics in regional markets.
• North Kiteboarding: Premium kiteboarding brand (part of North Action Sports Group) selling kites, boards, foils, and wings via specialty dealers globally. Comparable to Laguna as a competing premium brand in the kite/wing category Laguna specializes in, with overlapping brand-distribution dynamics in regional markets.
• Aqua Marina: Inflatable water sports equipment brand selling SUPs, kayaks, and windsurf boards through global e-commerce and retail. Comparable to Laguna as a competing equipment category option for entry-level paddle and surf customers, though Aqua Marina focuses on inflatable/mass-market gear versus Laguna's premium hard-board retail.
• Mystic: Water sports neoprene, impact, and accessory brand distributed through specialty retailers worldwide, and an existing partner of Laguna. Comparable to Laguna as both a competing accessorial brand for kite/wing/SUP consumers and an adjacent retailer-equivalent supplier in the same category.
• Cabrinha: Kiteboarding-focused brand selling kites, boards, and foils through global specialty distribution. Comparable to Laguna as a competing supplier choice for the same kiteboarding enthusiast customer that Laguna both sells to and trains, though Cabrinha operates as a brand rather than a regional retailer or school.
• Naish International: Water sports equipment brand producing kiteboards, SUPs, foils, and wing gear distributed through specialty retailers worldwide. Comparable to Laguna as a competing equipment option for the same kite/wing/SUP/foil customer base, operating at the brand level rather than through local clubs and instruction.
• ION Products: Water sports apparel and protection brand (harnesses, wetsuits, impact vests) distributed through specialty retailers. Comparable to Laguna as an alternative supplier for the same neoprene and harness accessory category Laguna carries under Manera and Mystic.

Direct peers

• Rip Curl: Surf-focused brand and global retailer operating company-owned stores and e-commerce selling surfboards, wetsuits, and water sports apparel. Directly comparable to Laguna's equipment-retail-plus-brand-distribution model, though at a much larger global scale and without Laguna's Israeli-specific club and instruction layer.
• Billabong: Heritage surf brand operating retail stores and online sales of surfboards, wetsuits, and apparel. Comparable to Laguna as a surf-channel equipment retailer serving enthusiasts, though Billabong is brand-led and global rather than a regional specialist club.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/lagunaseasports
• Xx.com/lagunaseasports
• Facebookfacebook.com/LagunaSeaSportsIsrael
• LinkedInlinkedin.com/company/laguna-sea-sports

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Laguna Sea Sports