Penny Skateboards
Penny Skateboards (Absolute Board Co Pty Ltd), founded 2010 in Australia, is a direct-to-consumer manufacturer of plastic cruiser and surfskate boards (22", 27", 29" surfskate, 32"), serving urban commuters, beginner skaters, and surfskate enthusiasts in the US and Australia via Shopify DTC, Amazon, and branded parts and accessories.
- Company typePrivate
- Founded2010
- HeadquartersLoganholme, Australia
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Penny Skateboards does
Penny Skateboards, operating through its legal entity Absolute Board Co Pty Ltd, is an Australian-headquartered manufacturer of plastic cruiser and surfskate boards founded in 2010 by Ben Mackay. The company designs, produces, and sells four skateboard product lines — 22" portable cruisers, 27" all-round cruisers, 29" surfskates built around the patented Waterborne Surfskate Adapter, and 32" hybrid double-kick cruisers — manufactured using an undisclosed proprietary plastic and fiberglass formula. The product platform is complemented by a full branded aftermarket ecosystem of wheels, bearings, trucks, bushings, bolts, pivot cups, maintenance tools, carrying accessories (Everywhere Backpack, Skate Sling, Everyday Cap) and gift cards.
The business operates a direct-to-consumer e-commerce model via a Shopify-powered storefront at pennyskateboards.com, with distribution supplemented through Amazon Marketplace and active social channels on Instagram, Facebook, YouTube, Twitter and TikTok. Pricing is structured as one-time transactions, with complete boards ranging from $69.99 (32") to $149.99 (29" surfskate) and parts/accessories priced under $60. Revenue is generated entirely from product sales — there are no subscription, licensing, or service revenue streams. Payment processing spans Shop Pay, PayPal, Apple Pay, Google Pay, Amazon Pay, and major card networks, with PCI DSS 3.2.1 compliance in place. The company serves end consumers across primary use cases of urban commuting, campus transportation, beginner skating, trick/street skating, and surf training, with operating geographies concentrated in the United States and Australia.
Penny Skateboards firmographics
Firmographics- Name
- Penny Skateboards
- Legal name
- Absolute Board Co Pty Ltd
- Website
- https://pennyskateboards.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Penny Skateboards (Absolute Board Co Pty Ltd), founded 2010 in Australia, is a direct-to-consumer manufacturer of plastic cruiser and surfskate boards (22", 27", 29" surfskate, 32"), serving urban commuters, beginner skaters, and surfskate enthusiasts in the US and Australia via Shopify DTC, Amazon, and branded parts and accessories.
- Ownership category
- akta.pro rank
Penny Skateboards industry classification
Industry- Product category
- Skateboards
- SIC
- Miscellaneous Plastics Products (3080)
- akta.pro primary industry
- Electric Skateboards & Longboards (CRACASAC)
Keywords
Where Penny Skateboards is headquartered
LocationHeadquarters
- HQ city
- Loganholme
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Penny Skateboards business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: Direct-to-consumer sales of complete skateboards (22", 27", 29" surfskate, 32") and individual parts (wheels, bearings, trucks, bolts, bushings, pivot cups, T-tools). One-time purchase model with occasional seasonal discounts and promotions.
- Accessories and Merchandise: Sale of accessories including the Everywhere Backpack, Skate Sling, Everyday Cap, and Waterborne Surfskate Adapter. Also includes gift cards.
- Parts and Replacement Components: Replacement parts including wheels, bearings, trucks, bushings, bolts for ongoing customer retention and repeat purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 22" Skateboards - Portable cruiser boards |
| Unit Pricing | Pay-as-you-go | 27" Skateboards - All-round cruiser boards |
| Unit Pricing | Pay-as-you-go | 29" Surfskates - Surfing on the streets |
| Unit Pricing | Pay-as-you-go | 32" Skateboards - Versatile cruiser with tricks |
| Unit Pricing | Pay-as-you-go | 59mm Wheels & Bearings Sets |
| Unit Pricing | Pay-as-you-go | ABEC 7 Bearing 8-Pack |
| Unit Pricing | Pay-as-you-go | Gumball Bolts - Set of 8 |
| Unit Pricing | Pay-as-you-go | 92A Bushings |
| Unit Pricing | Pay-as-you-go | 4" Truck Sets |
| Unit Pricing | Pay-as-you-go | Waterborne Surfskate Adapter |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels9 records
Penny Skateboards product offering
Product offeringCore offering
Penny Skateboards designs, manufactures, and sells plastic cruiser skateboards across four sizes (22", 27", 29" surfskate, and 32" hybrid double-kick), built using a proprietary plastic and fiberglass formula. The company also sells skateboard replacement parts (wheels, bearings, trucks, bushings, bolts, pivot cups, T-tools), branded accessories (Everywhere Backpack, Skate Sling, Everyday Cap), and the patented Waterborne Surfskate Adapter.
Product overview
Penny Skateboards is a skateboard manufacturer offering a portfolio of four distinct skateboard product lines: 22" boards (ultra-portable cruisers for commuting and smaller riders), 27" boards (the flagship all-rounders with maximum stability), 29" Surfskates (Waterborne-patented surf-training boards for carving and pumping), and 32" boards (hybrid double-kick cruisers with trick capability). The product ecosystem is supported by comprehensive parts and accessories including wheels and bearings sets, trucks, bushings, bolts, the Waterborne Surfskate Adapter, carrying bags, and branded apparel. All boards are built with a proprietary plastic and fiberglass formula. The company operates a direct-to-consumer e-commerce platform and partners with Waterborne for surfskate technology licensing.
Differentiator
Problem solved
Functional benefit
Brands
- Penny Skateboards: Core brand for plastic cruiser skateboards and surfskates
Products and services
- 22" Skateboard The original Penny board in 22-inch size, designed for quick, nimble, and portable skating. Features ultra portability and a zippy ride, ideal for commuting around town or college, and well suited for smaller riders seeking easy transportation.
- 27" Skateboard The most popular Penny board size, offering more stability with more board under the rider's feet. Provides a stable, fast, and smooth ride suitable for beginners, easy balance, long distances, and hills.
- 29" Surfskate Surfskate designed for flat-day fun, utilizing patented Waterborne technology. Replicates the feeling of surfing on streets with tight carves and pumping capabilities. Features a W-Concave deck for foot placement, and is lighter and stronger than timber surfskates.
- 32" Skateboard A hybrid double-kick cruiser built with a proprietary plastic and fiberglass formula. Features stiff nose and tail for popping curbs, grinding ledges, and performing extra tricks. Equipped with hybrid wheels for smooth and fast riding.
- 59mm Wheels & Bearings Sets 59mm 83A polyurethane wheels with premium ABEC 7 stainless steel bearings. Speedy and soft for the smoothest ride on every surface. Comes in multiple colors with 100% recycled packaging. Not recommended for 32-inch boards.
- ABEC 7 Bearing 8-Pack Lightweight stainless steel ABEC 7 bearings designed for speed, available in multiple colors. Allows riders to upgrade old bearings on their Penny boards.
- 4" Truck Sets Replacement truck sets for Penny skateboards, available in Black, White, and Raw color options.
- Waterborne Surfskate Adapter Adapter designed by Waterborne for the most aggressive surf-skaters, tested under forces up to 1500 lbs. Aluminum alloy construction provides elasticity, durability, and added suspension between rider and ground. Available in Black and Raw finishes.
- Gumball Bolts Nickel-plated high tensile bolts, dipped and heat treated for durability. Set of 8 bolts, size 1.125 inches, compatible with 22", 27", 32" and 36" Penny boards. Available in 9 colors.
- 92A Bushings Replacement bushings and pivot cups for smooth turns and ultimate agility. 92A durometer hardness, suitable for 22", 27", 29" and 32" boards. Each set contains 2 bushings and 2 pivot cups. Available in Black and White.
- Everywhere Backpack Penny branded backpack designed for carrying skateboards and everyday essentials. Available in multiple colors including Beige. Features dedicated compartments for board transport.
- Skate Sling Penny x Poempoe collaboration product for carrying skateboards. Features adjustable straps and durable construction.
- Everyday Cap Branded headwear accessory featuring the Penny Skateboards logo.
- Gift Cards Digital gift cards for purchasing Penny Skateboards products, available in various denominations.
Quantifiable outcome
- Millions of customers worldwide across all ages, races, and countries
Companies that use Penny Skateboards
Customer profileSegments4 records
Ideal customer profiles4 records
Penny Skateboards technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature3 records
Penny Skateboards partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- WaterbornecoreCo-branded partnership for surfskate products. Penny x Waterborne collaboration features the Waterborne Surfskate Adapter, a patented truck technology specifically designed for the most aggressive surf-skaters. Waterborne provides the proprietary adapter technology while Penny provides the board platform (29" Surfskate). The adapter is tested under forces up to 1500 lbs and uses aluminum alloy with elasticity for suspension and durability.
- PoempoeminorCollaboration on the SkateSling product - Penny x Poempoe co-branded skate sling accessory.
Scale indicators3 records
Recent moves1 record
Expansion highlights5 records
Penny Skateboards competitors and assessment
Company assessmentEmerging players
- Retrospec: Retrospec sells affordable cruiser skateboards and longboards DTC, increasingly overlapping with Penny in the entry-level and college-commuter segments.
- Mongoose (skateboards/scooters): Mongoose sells youth and entry-level skateboards and scooters through mass retail, competing with Penny's smaller-size and beginner positioning.
Direct peers
- Globe Skateboards: Globe (an Australian brand under Globe International) sells cruiser, mini-cruiser and longboard skateboards globally via DTC; same category, similar target customer and overlapping Australian brand heritage.
- Smoothstar: Smoothstar produces high-end surfskate boards with patented truck technology aimed at surf-training, directly competing for the same surfer/cruiser customer that Penny targets.
- Carver Skateboards: Carver is the originator of the surfskate truck and the most direct competitor in surf-style skateboarding; they also sell complete boards and parts via DTC, mirroring Penny's category structure.
- Landyachtz: Landyachtz is a Canadian cruiser and mini-cruiser skateboard manufacturer selling direct via Shopify and through retailers — the closest North American analog to Penny's plastic cruiser playbook.
- YOW Surfskates: YOW makes surfskate-specific boards with a patented spring-loaded truck system, competing head-to-head with Penny's 29" Waterborne-equipped surfskate line.
Broad incumbents
- Santa Cruz Skateboards: Santa Cruz is an established heritage skateboard brand selling complete boards, cruisers and parts via DTC; broader product line but overlapping cruiser/cruiser-adjacent customer base.
- Razor USA: Razor is a large-scale wheeled-recreational-products brand (scooters, boards, skates) sold in mass retail; competes for the same younger/casual rider demographic that Penny targets with portable cruisers.
- Element Skateboards: Element is a major global skateboard brand selling complete boards and cruisers through DTC and retail; broader portfolio but competes for the same lifestyle skateboard consumer Penny serves.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Penny Skateboards social profiles
Digital presencePenny Skateboards compliance and trust
Trust signalCompliance1 record
Penny Skateboards financial estimates
Financial estimateRevenue estimate
Valuation estimate
Penny Skateboards leadership team
Management profileNumber of profiles
Profiles1 record
Penny Skateboards funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Penny Skateboards 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 Penny Skateboards
What does Penny Skateboards do?
Penny Skateboards designs, manufactures, and sells plastic cruiser skateboards across four sizes (22", 27", 29" surfskate, and 32" hybrid double-kick), built using a proprietary plastic and fiberglass formula. The company also sells skateboard replacement parts (wheels, bearings, trucks, bushings, bolts, pivot cups, T-tools), branded accessories (Everywhere Backpack, Skate Sling, Everyday Cap), and the patented Waterborne Surfskate Adapter.
Is Penny Skateboards a public or private company?
Penny Skateboards is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Penny Skateboards founded?
Penny Skateboards was founded in 2010. It employs 51 to 100 people.
Where is Penny Skateboards based?
Penny Skateboards is headquartered in Loganholme, Australia, in the Oceania region.
How does Penny Skateboards make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are accessories and Merchandise and parts and Replacement Components.
Who are Penny Skateboards's main competitors?
Emerging players on record are Retrospec and Mongoose (skateboards/scooters). Direct peers are Globe Skateboards, Smoothstar, Carver Skateboards, Landyachtz and YOW Surfskates. Broad incumbents are Santa Cruz Skateboards, Razor USA and Element Skateboards.
Does Penny Skateboards have an API?
No public API is recorded for Penny Skateboards.
What industry is Penny Skateboards in?
Penny Skateboards's product category is Skateboards. Its primary akta.pro industry code is CRACASAC, Electric Skateboards & Longboards. Its SIC code is 3080.