12/12/1964 – 09/01/2017
Wakeboarding had existed for a few years before Chuck Morrow founded Ambush Board Co. and Buywake.com, but it was still a small, burgeoning industry. The products were being improved at a rapid clip with major innovations taking place in design, function, and construction for both boards and bindings. But, how wakeboards were being sold at retail was stuck in the dark ages.
Boat dealerships were the primary source of distribution for wakeboards until Chuck established Ambush Board Co. (https://www.ambushboardco.com) in the summer of 1997. Most boat dealers would relegate an unused corner of the sales floor to a few of mid-grade wakeboards and call it a “pro shop.” Enthusiasm for wakeboarding was rising, but the dealers at the time were more focused on selling boats than boards, and their knowledge of the products and of the sport itself were minimal at best. If wakeboarding were going to grow, it needed a focused, passionate advocate at the retail level.