We were lucky to catch up with Rory Link recently and have shared our conversation below.

Alright, Rory thanks for taking the time to share your stories and insights with us today. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard

Unlike the corporate approach to surf gear, SoCal Surf Rackz is deeply rooted in the local surf community and shaped by firsthand experience. What sets our business apart is that we not only craft handmade, custom surfboard and wetsuit racks—we actively use them ourselves. The very first rack we built is still in our shop, a testament to its durability and functionality.

We’re surfer-owned and operated, building every rack locally in California with high-quality materials designed for longevity and aesthetic appeal. But the key difference is our constant feedback loop: we surf with many of our customers at the local breaks across San Diego. These informal “product meetings” in the lineup allow us to hear direct feedback from those who rely on our racks. This insight shapes our designs, ensuring that each rack perfectly serves the needs of real surfers.

While corporate brands might prioritize mass production and profit margins, SoCal Surf Rackz prioritizes connection, craftsmanship, and the lifestyle we share with our customers. Our products reflect our passion for surfing and the community, making them authentic, reliable, and uniquely ours.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

The idea for SoCal Surf Rackz began during the COVID-19 lockdown in 2020. My brother, Connor, and I—both avid surfers—had just purchased a pair of new Firewire surfboards but found ourselves with no proper storage space in our parents’ crowded San Diego garage, which already had several moldy wetsuits and surfboards scattered across the floor. With local shops closed and online options either too expensive or impractical, we decided to build our own surfboard and wetsuit rack. Our father, Rick, who taught us woodworking from his background fixing homes, helped us create a sturdy, vertical storage solution.

What started as a personal project quickly evolved. After lockdown, I met my wife, Britt, whose marketing skills helped transform our growing wood-working operation into a thriving business. We expanded across California and soon reached customers nationwide, serving clients from resorts to pro surfers. However, our favorite customers remain the local surf families like ours, organizing their gear with the same care and passion we put into our racks.

Our specialty lies in our custom surf racks. Our mission is simple: to help surfers organize and protect their gear. SoCal Surf Rackz products are crafted with longevity in mind, built to endure the rigors of daily use and stand the test of time. Our brand is a reflection of our deep commitment to enhancing the surfing experience. When you use our products, you’ll instantly connect with the passion and dedication that drives every detail of our work.

We’d love to hear a story of resilience from your journey.

The story of SoCal Surf Rackz is one of resilience, born from necessity and driven by passion. During the 2020 lockdown, when our surfboards were piling up and poorly made storage solutions failed us, we built our first rack. It was far from perfect—functional yet basic. It marked the beginning of a journey that has tested us every step of the way.

One of our biggest challenges has been regaining surfers’ trust in surf racks. The market has been flooded with cheaply made, poorly designed racks that break down quickly or fail to protect the boards they hold. As surfers ourselves, we’ve felt the frustration of damaged boards and wasted money. Changing this narrative became our mission.

It wasn’t easy. Refining that first rack into what we offer today required thousands of small tweaks, redesigning, and rebuilding. We weren’t afraid to go back to the drawing board again and again, guided by feedback from the surf community—including many conversations with fellow surfers out in the water.

Despite the challenges, we’ve stayed committed to our values: creating durable, functional, and aesthetically pleasing products that improve the overall surfing experience. This commitment has allowed us to overcome obstacles and expand our product line, always prioritizing trust and craftsmanship over shortcuts. The journey hasn’t been easy, but our perseverance drives us to keep building better solutions for surfers—one rack at a time.

Have you ever had to pivot?

When COVID hit and stores and beaches shut down, we were left staring at a garage full of quality surfboards and wetsuits with no reliable way to organize or protect them. The market offered nothing that met our needs, and that frustration sparked an idea. Instead of settling for subpar options, we decided to create something entirely new.

It was an instinctive pivot, born out of necessity but fueled by a desire to innovate. What started as a simple solution quickly became the foundation of SoCal Surf Rackz. That first rack wasn’t perfect, but it solved our problem and inspired us to build something better than anything on the market.

By rejecting the status quo, we created a brand focused on durability, functionality, and aesthetic appeal. That moment of adaptation not only transformed our personal space but launched a business that now helps surfers nationwide protect and display their gear. Pivoting isn’t just part of our story; it’s part of our DNA.

Contact Info:

• Website: https://socalsurfrackz.com/
• Instagram: https://www.instagram.com/socalsurfrackz/