17 Years…Where Has the Time Gone?

On Friday June 13th, 2014 we turned 17 years old.  If Ambush Board Co. were an individual, we would be able to drive our own car with up to 3 people (under the age of 21, that is) inside of it, but we’d still have to be home by the 12 AM curfew.  We would be close to graduating high school and looking for prospective colleges to spend our prime partyin’ days.

But, we’re not just an individual.  In our minds we’re a revolutionary business.  What have we done in the 17 years of our existence?  Here is a brief and very abridged rundown, as told through pictures.

1996

In the late months of 1996 and the beginning of 1997, we were finalizing our first logo.

Original Ambush Board Co. Logo Ideas

Original logo ideas – late ’96/early ’97

1997

Our first flyer/advertisement was released to get word out for our opening day.

1st Ambush Flyer/Advertisement 1997

1st Ambush flyer/advertisement

Friday June 13, 1997 Ambush opens its doors for the first time in a crawl space (a 1,200 sq. ft. shop in Kennesaw, GA).

Original Ambush Location

Original Ambush location

1998

Ambush helps out Fat Mike from NOFX by promoting shows for his band and the bands signed by his label, Fat Wreck Chords.

Ambush Owner, Chuck Morrow, with the lead singer of NOFX, Michael Burkett 1998

Ambush owner, Chuck Morrow, with the lead singer of NOFX, Michael Burkett (Fat Mike) in 1998

It was getting a little cramped in our first shop, so in October ’98 we decided to upgrade and moved down the strip into a space almost triple what we started with at 3,500 square feet.

2nd Ambush Location

Chuck and GT

One of the first Frequent Buyer cards.

One of the Original Frequent Buyer Cards

One of the original Frequent Buyer cards

Let’s fast forward a little, but check out all the stuff that happened in between on our timeline!

2002

Ambush Board Co. co-founders (Chuck Morrow, Lee Elliott, and Eric Elliott) are featured in an article in Level X magazine on “the new look of extreme sports business.”

Level X Magazine - 2002

Level X magazine – 2002

2003

BuyWake.com was launched in 2001, but was operating out of the back storage room of the shop.  2 years later, we were able to move into their own warehouse, where all the magic started happening.

2003 Buywake.com gets its own space- Original team members

2003 – BuyWake.com gets its own space.  These are the original team members (L-R: Ryan Kearns, Derek Davis, John Turnbull, Paul Lizon, Cameron McLane, Kit Furderer, and Eric Elliott).

2004

BuyWake.com puts out one of its very first magazine ads.

One of the original Buywake.com ADs 04/05

One of the original BuyWake.com ads – April ’05

Ambush and BuyWake.com host Georgia’s first night pro rail competition, Slider Slam.

Parks Bonifay 2004 Slider Slam

Parks Bonifay at the 2004 Slider Slam

2005

Our Skate team poses for a photo session.

2005 Skate Team

2005 Skate Team (L-R: Dustin Hart, Stormy Pruett, Frank Lee, Charles Chatov, JJ Patterson, and Wade Johnson)

Ambush holds its first street contest in the parking lot of the shop.

1st Street Contest 2005

1st Street Contest – 2005

Crowd shot at the 1st Street Conest

Crowd shot at the 1st Street Contest

2006

The Liquid Force Slideshow is held in our parking lot.

Ambush hosts the 2006 Liquid Force Slideshow

Ambush hosts the 2006 Liquid Force Slideshow

2007

Ambush owners, Chuck Morrow, Eric Elliott, and Lee Elliott, talk shop with the Marietta Daily Journal about working in a family business.

2007 Article on family businesses

2007 article on family businesses

2010

One of many 2-page spreads in Alliance Wakeboard Magazine.

Double page Alliance Wakeboard Magazine Spread

BuyWake.com ad in Alliance

2011

We are accidentally sent bright red, bejeweled button-ups in an inventory shipment…perfect time for our warehouse guys to have a photo op.

Modeling their Bedazzled ensembles (L-R: Billy Witcher, Garrett Bauman, Gary Sargent, Ryan Parks, Jeremy Kline, Nick Bode, Danny Peterson, Kyle McEaddy, Ben Mercer, Cameron McLane, Alamo, Tres Morgan, and Eric Elliott)

Modeling their bedazzled ensembles (L-R: Billy Witcher, Garrett Bauman, Gary Sargent, Ryan Parks, Jeremy Kline, Nick Bode, Danny Peterson, Kyle McEaddy, Ben Mercer, Cameron McLane, Alamo, Tres Morgan, and Eric Elliott)

2013

In September 2013, Ambush headquarters was relocated to a new pro office space.

Creative & Sales Team along with Chuck Morrow  (Founder of Ambush) and Tony Finn  (Inventor of wakeboading and founder of Liquid Force)

Creative & Sales Team along with Chuck Morrow (Founder of Ambush) and Tony Finn (one of the forefathers of wakeboarding and founder and CEO of Liquid Force)

 

Even though we have made many more memories since 2013, we thought we would share some memorable highlights from our first years in the business.  We love what we do and are just as, if not more, excited and motivated than ever.  We’re looking forward to seeing what else we can accomplish as we continue to push the progression of Board Sports retail.  For our full timeline check out blog.ambushboardco.com/ambush-timeline/

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2 Responses to 17 Years…Where Has the Time Gone?

  1. Matt says:

    As a 14 year customer, I love being a part of the history of this company. Ambush is like a second home to me. I feel like part of the family every time I stop in to pick up gear. The employees always greet me with a smile, handshake, and ask if I need help with anything. Thanks to Chuck, Lee, and Eric for bringing such a dope spot to Cobb County.

    P.S.

    Bring back a short run of the arrow stickers. It’s nostalgic for the lifers. I never thought to keep any of the 100+ I had over the years, but now I miss them.

    • Lee Elliott says:

      Thanks, Matt. We greatly appreciate your decade and have half of support. We wouldn’t have made it all this time without you.

      I get a few requests for those arrows stickers from time to time. Maybe we bring them back for our 20th anniversary.

      Thanks so much for everything.

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