CEO / Founder

Forged from North East steel, Joe has a reputation for testing himself in strong wind and big waves. With a background in surfing, windsurfing and as one of the original UK SUP surfing pioneers it’s no wonder Loco is so performance-focused. He continues to push the R&D envelope consistently innovating ahead of larger brands. He’s also a strong believer in developing new talent as evidenced by his grom programme and team rider and ambassador appointments.


1. DOB – 28th June,1974​​​​

2. Home Town – Tynemouth

3. Discipline – SUP Surfing, Windsurfing and Surfing

4. Favourite SUP Spots – Majanicho & Numerous Secret Spots in Northumberland

5. Preferred Loco Boards – 9’5” (allrounder) 14′ Pro Race & 8’9” Comp

6. Achievements to Date – 6yrs teaching SUP, built a Championship Winning Brand in less than 12months. Organic growth into providing surf, kiteboard and windsurf shapes.

7. Plans for the Future – Place better in competitions, ride bigger waves in far flung places, spread the Loco love internationally

8. Three reasons to Ride Loco – Optimised surf rockers, stand out designs, keenly priced