CODE FOILS is a relatively new brand, but already made some lasting impressions in the water sports world. Their gear and rider owned operated company culture has resonated with foil enthusiasts and new comers alike.
We met with Josh Ku ocean athlete and marketing manager at CODE and for an in depth interview during the Molokai2Oahu and Maui2Molokai Channel Crossing races.
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This is a recap of our transcript:
European Expansion and Market Trends
Following a European tour, Code Foils saw firsthand how deeply their products have penetrated the market—particularly at a downwind race in Barcelona, where an estimated 80% of competitors were on Code gear. “We knew we were doing well in Spain through our dealer Wind Paradise, but seeing that many people on Code was just impressive,” said Josh.
From high-speed downwinders to flatwater pump foil scenes, Code’s versatility is gaining traction. The brand’s “S” foil remains a best-seller for its all-around performance across dock starts, prone, wing, and even downwind foiling. For more advanced users, the “R” foil offers next-level efficiency, catering to the growing skill and speed demands of elite riders.
Innovation at the Speed of Foil
Josh emphasized Code’s strategy of entering the market slightly later, allowing the team to learn from competitors and innovate intelligently. The result: thinner, higher-aspect gear pushing the boundaries of speed and structural design.
With athletes pushing for smaller, faster setups, new materials like titanium—already used in sailing foils—are on the radar, particularly for critical connection points. “We haven’t gone that route yet, but the performance potential is huge,” according to Josh.
From F1-Level Performance to Consumer Accessibility
While cutting-edge designs fuel R&D, Code remains committed to making products for everyday riders. “It’s like Formula 1,” Josh explained. “We won’t sell you the race car, but we’ll use what we learn to build you a better everyday ride.”
Upcoming releases include a surf-specific range and more refined downwind foils—aimed at balancing high performance with broader accessibility.
Pump Foiling: The Unexpected Hero
Perhaps the most exciting growth area is pump foiling, particularly in landlocked regions like Switzerland. “Everywhere we went, people were foiling—some with backpacks between islands,” Cody shared. “Pump foiling is where I see the biggest growth potential. It’s accessible, doesn’t need wind or waves, and creates strong community vibes around docks and flatwater lakes.”
With its simplicity, low infrastructure needs, and trick potential, pump foiling is drawing new enthusiasts—even from outside traditional water sports.
As the foiling world evolves, Code Foils is carving a niche that’s equal parts innovation and inclusivity. From downwind channels in Hawaii to docks on Swiss lakes, the future looks fast—and foiled.