From the humble beginnings of a small operation in a very small Gisborne shed we've come a long way since 1969. For NZ surfing legend Benny Hutchings, Sonic was born out of a desire to be able to go surfing when the waves were good and to "live life his way" Since these early days, Sonic has evolved into one of the largest Surf Craft companies in the world designing and manufacturing equipment used in the ocean for paddlers and athletes the world over.

Sonic Ambassadors

From the Sonic staff working in our Gisborne factory designing and manufacturing ocean going equipment to the athletes and paddlers we sponsor all over the world. We have the perfect mix of youth and experience to keep us at the forefront of design and manufacture in the water sports industry.

Claudia Kelly
Mitch Cowdrey
Kayla Imrie
Cory Taylor
Cory Hutchings
Kate Rogers
Georgie Pitkethley
Lachie Falloon
Danielle Mckenzie
Vesna Radonich
Christy Tate
Samalulu Clifton
Kurtis Imrie
Olivia Corrin
Kereama Payn
Kade Scheib
James Scott
Talitha McEwan

Core Values



We build honest relationships through responsible actions.



We value everyone and we treat people with dignity and professionalism.



We achieve great things when we work together and collaborate.

Design and Manufacture

We're committed to designing and manufacturing the worlds best water sports equipment. Through our team of sponsored athletes and expert tradesmen we are able to constantly push the limits in terms of product design and manufacture. Using materials including high grade Pre Impregnated Carbon Fibres and Vacuum Infusion processes we are committed to seeking out the very best construction techniques and designs for our products.


TKS | Japan
Surf Life Saving Equipment

Shin Suzuki: +81 475 778 028

Australian Paddler HQ
Waka/OC1 Equipment
Mick Herden +64 5525 0344
Childsplay Surf Gear | UK
Surf Life Saving Equipment

Email: info@childsplaysurf.co.uk
Michael Childs: +44 079 7316 8574

NALU Canoes
Waka/OC1 Equipment
Marton Buday +49 172 249 5502