C4 Waterman, Inc., best known for its stand-up paddleboards, has landed a partner to help finance and manage its expansion into other watersports.
The Hawaiian maker of stand-up paddleboards and paddles said last week that it entered a strategic partnership with GreenWater Holdings, a Newport Beach, CA investment and brand development firm specializing in action sports. GreenWater made an undisclosed capital investment in C4 and will now work with its CEO and Founder Todd Bradley to improve operations, manufacturing and product design.
“This will be a very exciting growth phase for C4 Waterman with the expansion of the brand well beyond the stand-up paddle equipment that we are best known for,” said Bradley. “Partnering with GreenWater will allow us to become the company we have always envisioned: a lifestyle brand providing the best quality products to make the waterman's time on the water as productive and enjoyable as possible.”
While GreenWater will now lend some of its operational expertise, Bradley and other key C4 insiders Brian Keaulana, Dave Parmenter, Archie Kalepa and Bruce Raymond will continue to run the company.
An avid surfer and all round “waterman,” Bradley founded C4 in 2007. He has since emerged as one of the sport’s best known evangelist.