Maui Wave Riders

What Maui Wave Riders does

Maui Wave Riders (operating as Maui Waveriders) is a family-owned surf school founded in 2000 and based in Kihei, Maui, Hawaii. The company provides personalized surfing and stand-up paddleboard (SUP) instruction, plus related equipment rentals, to tourists and visitors on Maui. It operates at two beachfront locations — Kihei (headquarters at 2021 South Kihei Road, across from Kalama Park) and Lahaina (Ukumehame Beach Park, West Maui) — offering private (1:1) and semi-private (2–6 student) lessons at price points ranging from $89 to $150 per person, with lesson durations of 1.5 to 2 hours that include a 15-minute land safety briefing, all equipment (rashguards, surf shoes, soft-top boards, safety fins), and in-water coaching. Rentals — surfboards (soft-top and hard-top, 6'0 to 12'0), SUP boards, body boards, and accessories — are available at the Kihei location for $7–$40/day with volume discounts on 7+ day rentals.\n\nThe technology stack is deliberately lightweight: a WordPress-hosted website, an embedded FareHarbor third-party booking platform for reservations and payment processing, Google Analytics for traffic measurement, Google reCAPTCHA for spam prevention, and Google Maps for location display. Booking flows direct tourists to dedicated FareHarbor calendars per location, and there is no proprietary software, mobile app, or custom back-end system. Marketing is concentrated in earned media and organic social channels — TripAdvisor and Yelp reviews, plus Facebook and Instagram — with the website and FareHarbor handling mid- and bottom-funnel conversion.\n\nThe business model is direct-to-consumer and fully transactional, with no B2B, membership, subscription, or recurring revenue components identified. Revenue is generated per-booking from a high-volume, long-tail base of individual tourist customers (no enterprise contracts, no named repeat accounts). The company is privately held, family-operated, and has not raised institutional funding; the management team is not disclosed in the source material. Operational scale is modest at 11–50 employees, and recent strategic activity has focused on the multi-location expansion (Kihei to Lahaina), product diversification (SUP lessons, tiered multi-day rentals), and a community-facing Lahaina Relief donation initiative.

Name

Maui Wave Riders

Legal name

Maui Wave Riders

Website

https://mauiwaveriders.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Maui Wave Riders is a family-owned, Kihei-based surf school founded in 2000 that provides private and semi-private surfing and stand-up paddleboard lessons plus equipment rentals to tourists at two Maui beach locations (Kihei and Lahaina), with online booking via FareHarbor.

Ownership category

akta.pro rank

Product category

Surf School and Water Sports Instruction

NAICS

Sports and Recreation Instruction (61162), Recreational Goods Rental (532284)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Surfing & Kitesurfing Experiences (Lessons, Camps) (THAJAJAJ)

akta.pro secondary industry

Surf Schools & Surf Camps (THAAAKAC)

Keywords

• Surf school services
• Stand-up paddleboard lessons
• Surfboard equipment rentals
• Beach recreation activities
• Water sports instruction

Headquarters

HQ city

Kihei

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Surf and SUP Lessons: Revenue from offering personalized surfing and stand-up paddleboard lessons at two Maui locations (Kihei and Lahaina). Lessons are available as Private (1:1) or Semi-Private (2-6 students) formats.
2. Equipment Rentals: Revenue from renting surfboards (soft-top and hard-top), stand-up paddleboards, body boards, and accessories including booties, rashguards, life jackets, and tie-down straps.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Maui Wave Riders provides personalized surfing and stand-up paddleboard (SUP) lessons in Private and Semi-Private formats at two Maui locations, Kihei and Lahaina. Each lesson includes all necessary equipment (rashguard, surf shoes, soft-top or hard-top board, safety fins), a 15-minute land-based safety and basics orientation, and in-water coaching from a dedicated instructor. The company also rents surfboards, SUP boards, body boards, and accessories (booties, rashguards, life jackets, tie-down straps) by the day or multi-day at its Kihei location.

Product overview

Maui Wave Riders is a family-owned surf school offering surfing and stand-up paddleboarding (SUP) lessons at two Maui locations (Kihei and Lahaina), plus equipment rentals. The service portfolio consists of four core offerings: Surf Lessons in Kihei, Surf Lessons in Lahaina, SUP Lessons in Kihei, and Surf/SUP Board Rentals (Kihei only). Lessons are delivered in Private (1:1) or Semi-Private (2-6 students) formats and include equipment, safety instruction, and professional in-water coaching. Rental services provide a selection of soft-top and hard-top surfboards (6'0 to 12'0) and SUP boards with accessories. The company also accepts donations for Lahaina Relief efforts.

Differentiator

Problem solved

Functional benefit

Products and services

• Surf Lesson in Kihei Personalized 2-hour surfing lesson in Kihei (South Maui) offered in Private (1 student per instructor) and Semi-Private (2-6 students) formats. Includes rashguard, surf shoes, soft-top surfboard, safety fins, a 15-minute land lesson on basics and water safety, and in-water instruction. Suitable for all skill levels including children ages 4 and up, starting at $105 per person.
• Surf Lesson in Lahaina Private 1.5-hour surfing lesson at Ukumehame Beach Park on Lahaina's west side, accommodating 1-4 students with a dedicated instructor. Includes surfboard, leash, and a land lesson on etiquette and technique. Group pricing tiers from $209 (1 person) down to $89 per person (4 people), starting at $89 per person for ages 8 and up.
• Stand Up Paddleboard (SUP) Lesson in Kihei Stand Up Paddleboard lesson in Kihei offered in Private (1 student) and Semi-Private (2-6 students) formats. Includes rashguard, surf shoes, board, safety fins, and a 15-minute land lesson on basics and water safety. Private $150, Semi-Private $105 per person.
• Surf and Stand-Up Paddleboard Equipment Rentals Day and multi-day equipment rentals at the Kihei location only, covering soft-top surfboards ($30/day, $25/day for 7+ days), hard-top surfboards ($40/day, $35/day for 7+ days), stand-up paddleboards ($40 same-day), body boards ($7/day or $5/day multi-day), and accessories including booties, rashguards, life jackets, and tie-down straps ($5/day each, $3/day multi-day for straps). Boards range from 6'0 to 12'0. Rentals include one pair of booties and one rashguard.

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Goofy Foot Surf School (Hawaiian Surf Adventures): Family-run Maui surf school offering lessons and rentals in multiple locations including Kihei. Directly comparable as a competing Maui-based surf school serving tourists with similar Private/Group lesson formats.
• Royal Hawaiian Surf Academy: Maui surf school offering lessons and beach services for tourists. Comparable as a competing surf instruction operator targeting the same visitor market on Maui.
• Hans Hedemann Surf School: One of Hawaii's longest-running surf school operations with locations across Maui and Oahu offering private and group lessons. Comparable as a multi-location Hawaiian surf lesson provider with similar target audience and pricing model.
• Maui Surfer Girls: Maui-based surf school specializing in women's and girls' lessons with similar instruction format. Directly comparable as a competing female-friendly surf instruction brand operating in the same Hawaiian tourism market.
• Big Wave Maui Surf School: Maui-based surf school offering lessons for all levels targeting tourists. Comparable as a competing surf instruction operator with similar product and customer base on Maui.
• Learn to Surf Maui (Surfer Dudes): Kihei-based surf school offering lessons and rentals to visitors. Comparable as a competing Kihei-area surf school with overlapping target market and pricing structure.
• Surf With Jeff: Long-established Maui surf school in Kihei offering private and group lessons. Comparable as a competing Kihei-based surf instructor brand targeting tourists.

Regional players

• Turtle Town Snorkel & Surf Adventures: Maui-based water activity operator offering snorkeling and surf experiences. Comparable as a Maui water sports experience provider competing for the same tourist discretionary spend, though with broader activity portfolio.

Broad incumbents

• Trilogy Excursions: Largest family-owned Maui ocean activity operator offering sailing, snorkeling, and whale watching tours. Comparable as an established Maui tour operator competing for the same tourist activity bookings, though with a broader ocean experience portfolio.

Others

• FareHarbor: Booking platform provider used by Maui Wave Riders for its surf lesson and rental reservations. Comparable as a key enabling technology/infrastructure provider in the tour and activity booking ecosystem rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MauiWaveRiders
• Instagraminstagram.com/mauiwaveriders
• LinkedInlinkedin.com/company/maui-wave-riders

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Maui Wave Riders