Head Shaper:

John Reinhard

Behind the Brand: Established in 2003 in Costa Mesa, California, Uhuru’s commitment is to the ideal of the custom surfboard. “We strive to make our boards as unique and personal as their riders,” says Uhuru’s head shaper, John Reinhard. “And we encourage our customers to be as involved in the process as they can be. We value their input and leverage it daily to improve our products. Before I was a shaper, the custom surfboard process really seemed like a ‘black box’ to me. You filled out an order form and expected a surfboard to appear at some unknown point in time. Communication then was limited in what I believe was an effort to closely guard the ‘secrets’ of surfboard shaping. I was intrigued by the mystery of it all, but also wanted to make the custom surfboard process more of an open and informed partnership between the rider and the shaper. I see this increased surfer awareness as an important change to our sport. Today, more than ever, surfers understand the materials and effort required to build a custom surfboard, and I think as surfers this helps us appreciate our boards more and allows us to provide a greater level of feedback for their design.”

About UHURU's Most Popular Models: “The Pocket Knife and Soul Craft are popular with our customers,” says Reinhard. “These are ‘volume revisited’ types of boards. They’re shorter and wider than your standard shortboard, but they’re built without compromising the design’s overall volume.� They’re designed for having fun in your everyday surf.”

Shop Talk: “I’d like to see mass production disappear. I believe the greatest design innovations are going to come out of garages and backyard shaping rooms—not corporate boardrooms.”

What excites you about the current state of surfboard manufacturing? “Variety. I appreciate that surfers today are looking for unique boards that suit their personal approach to surfing, rather than just following the pack. Go to any lineup in the world and you are likely to see the full spectrum of surfboards from retro to post-modern. I also like the trend toward green materials. I appreciate that manufacturers and suppliers are developing ways to provide a more eco-friendly surfboard. With continued support and investment we can develop surfboards that perform, look sharp, and protect the resources that our sport is so dependant upon.”

When a new customer comes to you for a custom shape, what kind of questions do you ask to ensure you’ll make them what they’re looking for? “It’s always great to speak with our customers and get a sense of the rider associated with the board. The more I know about you and your surfing, the better I can tailor a board for you. After asking the default questions such as weight, age, and height, I would then typically focus my questions on the variables that help zero-in on the ideal board design: What are the waves like that this board will be primarily ridden on? What is your approach to surfing? Seek and destroy or lay back and cruise? Describe the best board you ever had. Describe the worst. Do you consider yourself a front- or back-footed surfer? Do you feel that you are getting the appropriate ‘float’ out of your current board?”