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.
In the late months of 1996 and the beginning of 1997, we were finalizing our first logo.
Original logo ideas – late ’96/early ’97
Our first flyer/advertisement was released to get word out for our opening day.
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
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 (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.
Chuck and GT
One of the first 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!
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
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. These are the original team members (L-R: Ryan Kearns, Derek Davis, John Turnbull, Paul Lizon, Cameron McLane, Kit Furderer, and Eric Elliott).
BuyWake.com puts out one of its very first magazine ads.
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 at the 2004 Slider Slam
Our Skate team poses for a photo session.
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
Crowd shot at the 1st Street Contest
The Liquid Force Slideshow is held in our parking lot.
Ambush hosts the 2006 Liquid Force Slideshow
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
One of many 2-page spreads in Alliance Wakeboard Magazine.
BuyWake.com ad in Alliance
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)
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 (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/