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.