Rusty Surfboards is making a significant move in its 40th year: the company will relocate most of its production operations back to the United States. Founded in San Diego in 1985 by the legendary Rusty Preisendorfer, the brand has built a reputation for producing high-performance surfboards, often associated with iconic surfers like Mark Occhilupo. Over the years, Rusty Surfboards has solidified its position as one of the most prominent names in the industry.
On November 2, the company announced a strategic realignment, shifting its focus to retail partnerships, enhancing its digital presence, and streamlining operations. As part of this plan, Rusty Surfboards is reducing its “top-heavy salaries” and returning to the core principles that have defined its success for nearly four decades.
In an Instagram post detailing the company’s new direction, Rusty emphasized its commitment to producing both stock and custom surfboards with a focus on craftsmanship. The majority of production will now take place in the United States, marking a return to San Diego, where the brand was founded.
“As part of our strategy, we are realigning our business model to embrace the principles that made Rusty a global leader in surfboard design,” the company stated. “Our goal is to deliver the highest-quality boards while strengthening our relationships with trusted partners and industry veterans.”
To help lead this transition, Rusty has appointed Jen Cassidy as General Manager. Cassidy will oversee all operational aspects of the brand, working to re-establish Rusty in the custom surfboard market and expanding its retail presence. She also aims to enhance the brand’s online experience, improving website navigation and streamlining the customer ordering process.
Veteran shapers Rick Hamon, Hoy Runnels, and Pedro Battaglin, who have been working with Rusty for over 30 years, will continue to contribute their expertise, handling the custom shaping duties that have helped define the brand’s reputation.
While Rusty Surfboards has maintained production facilities in Baja California, future boards produced there will not carry the traditional “San Diego” labeling or handwritten shaper signatures. The company’s main focus will now be on surfboards shaped, glassed, and built in San Diego, supporting local factories with skilled craftsmen who have decades of experience.
Looking ahead to its 40th anniversary in 2025, Rusty Surfboards is preparing for a year of celebration, including the release of limited-edition boards and the debut of its first surf film in 16 years. The film, titled Revival, will premiere online before the end of the year. Early teasers have already generated significant buzz, hinting at an exciting return to the brand’s roots in surf culture.
Despite these changes, Rusty Surfboards continues to support a diverse roster of athletes, including Letty Mortensen, Zoe McDougall, Jacob Szekely, Jojo Roper, Wade Carmichael, Caio Ibelli, and Ollie Henry. The brand’s evolving vision positions it to remain a major force in the surf industry for years to come.
As Rusty prepares for its next chapter, the company’s focus on quality, innovation, and sustainability promises to redefine the future of surfboard design, staying true to the legacy built by its founder.
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