Company Profile: Custom X

Califronia Headquarters

Fall 2007

Custom X We got a chance to throw out a few questions to Custom X owner Debbie Colwell

What was it like when you first started working in the bodyboarding industry?

I moved to Carlsbad around 1976 and we moved around the corner from Tom Morey. My sister knew him from Hawaii and he asked both of us to come work for him. In those days bodyboards were not made complete, they were sold as kits that people put together themselves. My first job was wrapping those kits. My sister who is 10-years older than me went into sales. Those days you get a six-board order at a shop and it was a major deal. Shortly after they started making the boards in a complete form and I moved into production.

How did you get into bodyboarding?

My sister put on contests back then and later formed the BIA. I used to compete in contests and really got into bodyboarding. I grew up in Newport Beach and surfed since I was 14. Bodyboarding was unique and fun and both of us became enmeshed in it not only by working there, but also bodyboarding every chance we got.

Why did you choose to start your own company?

I managed a bodyboard company called Scott Hawaii in the 80's and their manager suggested I do custom boards on the side. They let me do that and I did about 500 my first year just from word of mouth. I started getting requests for stock boards to sell in the stores so I started doing more of that. It just grew from there and I later formed my own company.

Where do you see Custom X going?

Our goal is to keep manufacturing here in the U.S. with lower end boards made oversees. I have some of the best shapers here and they will continue to design some new innovative stuff. We will continue to support the sport by donating to contests, helping the Web sites, mags, etc. We are into the sport and want to be involved.

Where do you see bodyboarding going?

It is actually doing really well right now. I see so many people really involved. There are bodyboard specific sites, demo days, contests, all sorts of new projects developing. It shows that people really like their sport and want to see it thrive.

Where does Custom X fit into the future of bodyboarding?

I think because alot of the people involved in Custom X including me and the shapers have been around a long time, we feel we are a big part of the past and a big part of the future. We have designers like PMA and John Castro in our building that thrive on designing and keeping innovative bodyboards. We always try to surround ourselves with upbeat and enthusiast people including the team, designers, and our board shapers. We are totally into it, and we want to be around awhile.

Is bodyboarding headed in the right direction? What is the right direction?

The right direction is seeing the sport respected more. Where people can see the extreme riding these guys do. To get the sport more mainstream. We may never be respected by surfers, but it would be nice to see more people become aware of some of the maneuvers being done especially on big waves. That is not really happening now, but who knows. There are new Web sites popping up (like yours) and online mags, etc that are catering to bodyboarders and it is great because the culture grows. I feel it is going in the right direction.