Growth Fueled by Visionary Leadership and Skilled Craftsmanship
When you think of the best wake surfing boards in 2025, one name stands out: Soulcraft. Known for its innovation and performance, Soulcraft has become a driving force in the wakesurfing world. But its rise to prominence didn’t happen overnight. The brand’s growth from a boutique builder to an industry leader is a testament to its leadership team and dedicated craftsmen.
In 2019, founder Jeff Wahlers made a game-changing decision. To meet growing demand and secure Soulcraft’s future, he offered the brand to Jason and Kelley Marsh, a passionate duo with the vision and resources to breath life into the brand they came to love from their years in competitive wake surfing. This pivotal move set the stage for a period of unprecedented growth.
A Foundation of Leadership and Expertise
The Marshes’ were instrumental in transforming Soulcraft’s operations. They assembled a talented management team with a shared commitment to excellence and growth - raising the bar to new heights. This team brought decades of combined experience in manufacturing, marketing, and operations—an essential mix for scaling production, redefining performance and improving quality control.
Recognizing the importance of craftsmanship, the team would recruit some of the finest builders in the San Diego surf industry. These artisans, who honed their skills over decades in surfboard and high-performance surf craft, became the backbone of Soulcraft’s manufacturing strength. Their attention to detail and innovative approaches allowed Soulcraft to expand its product lineup while maintaining the hand-built quality riders love.
State-of-the-Art Facility and Streamlined Operations
One of the team’s first major initiatives was relocating the company’s aging 800-square-foot glassing shop to a state-of-the-art, 8,000-square-foot facility in Oceanside, California. This upgrade was crucial, not only for increasing production capacity but also for bringing previously outsourced services in-house and elevating the quality of Soulcraft boards.
The new facility gave Soulcraft full control over every aspect of production, from shaping and glassing to finishing and quality assurance. These changes, along with keen leadership, ensured supply chain stability and allowed for greater flexibility in responding to market trends and customer needs.
Innovation Driven by Collaboration
With a revitalized team and enhanced capabilities, Soulcraft introduced innovative designs catering to a broader range of riders. The management team worked closely with their builders to develop boards that improved performance, durability, and performance on evolving modern boat waves. These collaborations produced wakesurf boards for beginners, pros, and even adaptive athletes—cementing Soulcraft’s reputation as a brand for everyone.
The team also fostered strategic partnerships, including collaborations with boat manufacturers to optimize surf waves and Jason and Kelley began working with groups like AZ Adaptive after being introduced to adaptive athletes at a Wild West of Wake Surfing event held in their home state of Arizona. Later, Soulcraft would build bridges with other adaptive groups and empower even more individuals to the sport. These partnerships inspired groundbreaking adaptive wakesurf boards, empowering athletes with disabilities to compete on a global stage.
The Soulcraft Difference: People and Passion
Soulcraft’s success isn’t just about great boards—it’s about the people behind them. The Marshes’ support, the factory team’s vision, and the builders’ dedication have collectively shaped the brand’s journey. Together, they’ve created a product range that consistently earns glowing wakesurf reviews and sets the standard for performance and innovation.
Looking Ahead
As Soulcraft continues to push the boundaries of wakesurfing, its commitment to quality and inclusivity remains unwavering. Whether you’re chasing podium finishes or carving your first wave, Soulcraft’s leadership and craftsmanship ensure that “Life truly is better on a Soulcraft.”
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