SmoothStar
- Company typePrivate
- Founded2004
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
SmoothStar firmographics
Firmographics- Name
- SmoothStar
- Legal name
- SmoothStar International Pty Ltd
- Website
- https://smoothstar.com.au
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
SmoothStar industry classification
Industry- Product category
- Surf Training Equipment
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Surf & Beach Sports Retail (Surfboards, Bodyboards, Skimboards) (CRAMAIAE)
Keywords
Where SmoothStar is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
SmoothStar business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Complete Surf Trainers: Sale of complete SmoothStar surf trainer boards - the primary revenue stream. Boards come fully assembled and ready to ride.
- Individual Components: Separate sales of decks, wheels, trucks, thrusters, and spare parts for customization and replacement needs.
- Spare Parts & Accessories: Replacement parts including bearings, pivot cups, bushings, risers, screws, springs, and thruster components.
- Apparel & Gift Vouchers: Branded apparel and gift vouchers in denominations from $50 to $1000.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Complete boards range from $225 to $374 AUD |
| Unit Pricing | Pay-as-you-go | Wheels priced at $55-$65 AUD |
| Unit Pricing | Pay-as-you-go | Deck prices from $110-$130 AUD |
| Unit Pricing | Pay-as-you-go | Gift vouchers from $50-$1000 AUD |
| Unit Pricing | Pay-as-you-go | Spare parts and accessories |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
SmoothStar product offering
Product offeringCore offering
SmoothStar designs, manufactures, and sells complete surfskate (surf training) boards built around its patented spring-loaded Thruster turning mechanism, plus replacement decks, wheels, thrusters/trucks, and spare parts. The boards are engineered to replicate the rail-to-rail feel of a surfboard on land for surfers of all levels, from children to professionals. Revenue is generated through direct e-commerce, authorised surf shop wholesale, and exclusive international distributors.
Product overview
SmoothStar is a surf training system comprising complete surfskate boards and individual components. The core offering is complete boards featuring the patented Thruster technology—a spring-loaded turning mechanism that simulates surfing movement on land. The product lineup includes multiple board models (26" Mini Grom, 30" Barracuda, 32" Flying Fish, 32.5" Johanne Defay, 33" Holy Toledo, 34" Filipe Toledo, 34.5" Manta Ray) designed for specific rider heights, plus replacement decks, wheels (5 sizes), Thruster systems (Thruster 1 and Thruster D), spare parts, and the SurfPaints customization line. The ecosystem is complemented by surf training events, coaching programs, and gift vouchers.
Differentiator
Problem solved
Functional benefit
Brands
- Thruster: The patented spring-loaded turning mechanism technology that provides the surf simulation feel. Available in Thruster 1 and Thruster D models.
- SurfPaints
Products and services
- Complete SmoothStar Boards (Complete Surfskaters) Fully assembled surf training boards featuring the patented Thruster turning mechanism, available in multiple models (26" Mini Grom, 30" Barracuda, 32" Flying Fish, 32.5" Johanne Defay, 33" Holy Toledo, 34" Filipe Toledo #77, 35.5" Manta Ray) sized to rider height and weight. Sold direct-to-consumer, via authorised surf shops, and through international distributors.
- Decks Replacement surfskate decks in lengths from 26" to 35.5", including standard models (Barracuda, Flying Fish, Manta Ray) and pro signature models (Johanne Defay, Filipe Toledo). Standard decks AUD $110, pro decks AUD $125–$130.
- Wheels Performance surfskate wheels in five sizes matched to rider weight (Small/Medium AUD $55–$60; Large/Extra Large AUD $65), designed around surfboard fin hold-to-release principles.
- Thruster and Trucks The patented spring-loaded Thruster turning mechanism (Thruster 1 AUD $130 and Thruster D) and rear trucks, the signature technology enabling smooth rail-to-rail surf-style turning on land.
- Spare Parts Replacement components including ABEC 7 bearings (AUD $25), pivot cups, bushings, risers, screws, springs, Thruster bearings, and tension arms for board maintenance and repair.
- Thruster Recondition Service Professional restoration service for Thruster units at AUD $70, including washer and bearing replacement, acid cleaning of base plates, and 12-month guarantee.
- Gift Vouchers Digital gift vouchers in denominations of AUD $50, $100, $150, $200, $250, $300, $350, $400, and $1,000, valid for 6 months on smoothstar.com.au.
- Apparel SmoothStar branded clothing and accessories for surf training enthusiasts.
- SurfPaints Custom paint products for personalising surfboards, SmoothStar boards, fins, and flippers. Waterproof, UV fade resistant, available in Primary and Pastel colour ranges.
- Surf Training Events On-land surf training sessions and clinics run by professional surf coaches across Australia and Europe, covering balance, surf posture, technique correction, bottom and top turns, compression/extension, and shoulder rotation for surfers of all levels.
- Surf Coaching Program Sponsorship program for certified surf coaches and surf schools that provides education, product support, and resources to incorporate SmoothStar surf training into their coaching curriculum.
Quantifiable outcome
- Zero complaints from over 10 years of manufacturing complete setups
- +3 more outcomes
Companies that use SmoothStar
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles4 records
SmoothStar technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
SmoothStar partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, flagship and minor.
- Australia Distribution PartnerscoreSmoothStar maintains distribution partnerships within Australia through authorized retailers and direct warehouse fulfillment from Sydney.
- International Distribution NetworkcoreDistribution partners in China, Chile, Costa Rica, France, Peru, Poland, Portugal, New Zealand, Norway, Mexico, Russia, South Africa, South Korea, and Taiwan. Focus on exclusive distributions and fostering close relationships. Minimum order volumes apply.
- Surf CoachescoreSmoothStar works with surf coaches from all over the world with over 18 years of collaboration. Sasha Stocker (Australia's National Surf Coach) was first to use SmoothStar at HPC. Coach program offers sponsorship with education and product support.
- Surf SchoolscoreCertified surf coaches and surf schools can incorporate SmoothStar into curriculum. Application process available for surf schools to add SmoothStar training to their offerings.
- Team Riders (Pro Surfers)flagshipProfessional surfers including Filipe Toledo (World Top 3), Johanne Defay (World Top 10), and others with signature models. Provide product feedback and endorsement through riding and content creation.
- Australia PostminorPrimary shipping partner for international deliveries. Currently experiencing delays due to COVID-19 affecting international package processing at Sydney International Airport.
- DHLminorExpress shipping alternative offered to international customers for faster delivery (within one week) compared to standard Australia Post during COVID delays.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
SmoothStar competitors and assessment
Company assessmentBroad incumbents
- Firewire Surfboards: Premium surfboard manufacturer with global distribution and surf shop partnerships. Comparable brand-building and pro-surfer endorsement model, though focused on actual surfboards rather than trainers.
- Penny Skateboards: Australian-origin skateboard brand with global recognition, founded around same time as SmoothStar. Comparable in geographic origin and heritage but broader skateboarding market rather than surf-specific.
- Channel Islands Surfboards: Iconic surfboard brand by shaper Al Merrick, distributed through the same surf shop channels SmoothStar targets. Larger incumbent with broader surf equipment portfolio reaching overlapping customer base.
Emerging players
- Indo Board: Surf balance board maker focused on indoor balance training for surfers. Adjacent product category addressing similar surfer training needs with a different mechanism (roller/cushion based).
- Waterborne Skateboards: US surfskate adapter maker whose spring-loaded front truck mounts to existing skateboards. Offers a lower-cost alternative approach to surf training, competing on price point.
Others
- Surfline: Surf forecasting, media, and content platform serving the global surfer community. Thematically aligned with surf culture and reaches the same end customer, though business model differs (media/subscription vs. hardware).
Direct peers
- Swelltech Skateboards: US-based surfskate maker using a unique double-jointed front truck to simulate surf pump and turning. Direct competitor targeting surfers seeking the closest land-to-water transition experience.
- YOW Surf: Spanish surfskate manufacturer with patented spring-loaded front truck (S5 system) designed to simulate surfing on land. Most direct competitor to SmoothStar with similar target customers and product positioning.
- Slide Surfskates: Spanish surfskate maker with patented SFL (Surf Feel Lateral) front truck technology. Competes directly with SmoothStar in the same surf trainer category with similar price points and target market.
- Carver Skateboards: US-based pioneer of surfskates with proprietary CX and C7 truck systems enabling surf-style carving. Closely comparable offering with similar global surf shop distribution and pro surfer endorsements.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
SmoothStar social profiles
Digital presenceSmoothStar financial estimates
Financial estimateRevenue estimate
Valuation estimate
SmoothStar leadership team
Management profileNumber of profiles
SmoothStar funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SmoothStar 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 SmoothStar
What does SmoothStar do?
SmoothStar designs, manufactures, and sells complete surfskate (surf training) boards built around its patented spring-loaded Thruster turning mechanism, plus replacement decks, wheels, thrusters/trucks, and spare parts. The boards are engineered to replicate the rail-to-rail feel of a surfboard on land for surfers of all levels, from children to professionals. Revenue is generated through direct e-commerce, authorised surf shop wholesale, and exclusive international distributors.
Is SmoothStar a public or private company?
SmoothStar is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SmoothStar founded?
SmoothStar was founded in 2004. It employs 11 to 50 people.
Where is SmoothStar based?
SmoothStar is headquartered in Sydney, Australia, in the Oceania region.
How does SmoothStar make money?
Four revenue lines are on record. Complete Surf Trainers are the primary driver. The others are individual Components, spare Parts & Accessories and apparel & Gift Vouchers.
Who are SmoothStar's main competitors?
Broad incumbents on record are Firewire Surfboards, Penny Skateboards and Channel Islands Surfboards. Emerging players are Indo Board and Waterborne Skateboards. Surfline is listed as an others. Direct peers are Swelltech Skateboards, YOW Surf, Slide Surfskates and Carver Skateboards.
Does SmoothStar have an API?
No public API is recorded for SmoothStar.
What industry is SmoothStar in?
SmoothStar's product category is Surf Training Equipment. Its primary akta.pro industry code is CRAMAIAE, Surf & Beach Sports Retail (Surfboards, Bodyboards, Skimboards). Its SIC code is 3949.