From SUP Champion to Foil Entrepreneur
James Casey has been a dominant figure in the world of Stand-Up Paddleboarding and has successfully transitioned into foiling, becoming one of the sport’s pioneers. His career is a testament to versatility, adaptability, and an unrelenting drive to push the boundaries of ocean sports.
SUP Racing – Establishing a Legacy
James Casey first made a name for himself in SUP racing and surfing, where he consistently ranked among the world’s best. Competing in high-profile events, he developed a reputation as a powerful paddler with a deep understanding of ocean conditions. His ability to perform across multiple disciplines—technical racing, long-distance events, and surfing—made him a standout competitor.
James Casey (center) and one of his partners at Code Foils Marcus Tardrew (left) on the podium with Connor Baxter (right) in 2018 at the Maui2Molokai. It was the dawn of foiling but Downwind SUP Racing was still going strong.
📸 © Mike Jucker / Stand Up Magazin
One of the key highlights of Casey’s SUP career was his victory at the 2019 Molokai to Oahu (M2O) race, the most prestigious open-ocean paddleboard race in the world. He dominated the 32-mile channel crossing from Molokai to Oahu, cementing his status as an elite endurance athlete. His expertise in downwind paddling made him a force to be reckoned with in open-ocean conditions, an ability that would later prove valuable in foiling.
The Transition to Foiling
As foiling emerged as a revolutionary discipline in ocean sports, Casey was among the early adopters who recognized its potential. Drawing from his experience in SUP downwind racing, he quickly embraced foiling and became one of the sport’s foremost figures.
His deep knowledge of wave dynamics and ocean currents translated seamlessly into foiling, allowing him to master the art of gliding above the water with minimal resistance. He became a pioneer in downwind foiling, refining the technique of linking swells and harnessing ocean energy to sustain continuous flights over long distances. This shift not only extended his career but also positioned him as an innovator in a rapidly evolving sport.
Casey’s impact on foiling wasn’t limited to competition; he became a key figure in coaching and content creation, sharing his knowledge through online tutorials, in-person clinics, and instructional videos. His influence has helped countless athletes transition from traditional SUP to foiling, making the sport more accessible to a broader audience.
Competitive Success in Foiling
As foiling competitions began to gain traction, Casey once again found himself at the forefront. His competitive mindset, combined with years of experience in ocean racing, made him a natural fit for foil racing, whether in downwind, surf, or wing foiling disciplines.
After the pandemic, James Casey came back to Hawaii to compete in the M2O in the Foil Division 3 years after he won the SUP Division. He became the winner of that historic foil race in 2023, being the only athlete ever winning the M2O back to back in two different disciplines.
Shaping the Future of Foiling
Beyond competition, James has played a crucial role in the development of foiling equipment. Working with major brands, he has contributed to the design and refinement of high-performance foils, boards, and other gear, ensuring that the sport continues to evolve.
His involvement in coaching, training programs, and product testing has established him as a leading authority in the foil community. Whether helping newcomers master their first flights or advising elite racers on advanced techniques, Casey’s influence is felt across all levels of the sport.
The birth Code Foils
Code Foils began as a passion project among friends and foil enthusiasts—Marcus, Ben, Dan, and James —who transformed their shared interest into an innovative foil brand. The company’s origins trace back to Marcus and James’ longstanding relationship, which began over a decade ago when they started collaborating on watercraft design. Both have been at the forefront of ocean racing, consistently performing at the highest level while honing their expertise in high-performance equipment. James’ athletic success in ocean sports provided invaluable insights and a competitive edge that helped validate their designs on the global stage. Their partnership began while working on race boards for another company, laying a strong foundation for their eventual venture into foils.
Ben, Marcus’s brother, was a natural addition to the team, bringing a deep familial bond and a shared history of water-based pursuits. The brothers have been sailing together since childhood, fostering a lifelong passion for watercraft design that evolved over the years. From navigating the waves as kids to developing cutting-edge foil technology, their partnership remains a cornerstone of Code Foils.
Dan, an architect with 20 years of experience in design and CAD/CAM across multiple disciplines, joined the team serendipitous when Marcus moved to a new home in Perth—just four doors down from him. Already familiar with James, Ben, and Marcus through their shared history in downwind SUP racing, Dan’s technical expertise in foil design made him a game-changer for refining their concepts into functional products. Recognizing this, Marcus invited him to become a core member, solidifying the team.
The early days of Code Foils were defined by a hands-on, DIY ethos. The team purchased a CNC machine and set it up in Dan’s garage, where they spent late nights tinkering with designs. Dan’s CAD/CAM expertise brought precision to their work, while Marcus and Ben’s years of experience in composite construction enhanced their ability to craft durable, high-performing foil components. For about a year, they experimented with cutting tails, fuselages, and other components from G10 material, refining their designs through trial and error. Despite geographic distance—James in Sydney and Ben on the Gold Coast—FaceTime enabled seamless collaboration. Eventually, they transitioned from garage prototypes to factory production, assembling and testing their first foils in real-world conditions.
The name “Code Foils” emerged spontaneously when Marcus, doodling during a drive to Exmouth for foiling, wrote down the word “code” (possibly inspired by something he heard on the radio) and paired it with a simple triangle logo. The team embraced its ambiguity—likening it to Nike’s swoosh—allowing it to evolve into its own identity. The orange color scheme, inspired by the desert hues of northern Western Australia and the aesthetics of Formula 1 teams like McLaren, reflected their view of foiling as an “arms race” of design and performance. A defining aspect of the brand is that all four directors—Marcus, Ben, Dan, and James—are skilled foilers, each having completed the grueling Molokai to Oahu race. This firsthand expertise ensures a tight feedback loop in prototyping, testing, and refinement, allowing rapid innovation.
The company’s breakthrough came in Hawaii, where their prototype foils—particularly the 860R—proved competitive in races like Maui to Molokai (M2M) and Molokai to Oahu (M2O). James’s strategic choice of the 860R, initially dismissed as too big, showcased its versatility, enabling him to win M2O by excelling in both flat starts and headwind finishes. This success validated their designs and propelled Code Foils toward expanding their range, aiming to serve a broad spectrum of foilers—from beginners to elite racers—while maintaining a reputation for high-performance, reliable foils.
