Alex Pastor Named CEO of Airush Kiteboarding

Airush Kiteboarding is entering a defining new era, one shaped by deep roots, proven performance, and a renewed commitment to innovation. Longtime team rider, world champion, and product visionary Alex Pastor has officially stepped into the role of Owner and CEO, marking a major milestone for one of kiteboarding’s most respected brands.

This transition is more than a leadership change—it represents a return to fundamentals. With new shareholders, a refreshed structure, and a crystal-clear focus on product excellence, Airush is doubling down on what has always mattered most: building the best possible equipment for the riders who inspire the sport.

From World Champion to Brand Leader

Alex Pastor’s relationship with Airush is not new. It is foundational.

Since joining the brand in 2010, Pastor has been directly involved in some of Airush’s most influential developments. Early collaborations on the Lightwind board and the Racer kite helped push competitive performance to new heights. In 2011, Pastor made waves in freestyle competition by riding boots at a time when straps still dominated—helping redefine the discipline’s direction.

That trajectory continued with his 2013 World Championship title on Airush kites, followed by his 2016 GKA Rider of the Year award. Beyond his own accolades, Pastor’s design input played a key role in developing the Racer kite platform that helped Bruna Kajiya secure multiple world titles.

Now, as CEO, Pastor brings that same competitive mindset and rider-first perspective to the entire company.

A Brand Built by Riders, for Riders

Under Pastor’s leadership, Airush’s mission is sharply focused: innovation with purpose. The goal is not change for the sake of change, but meaningful progress—better materials, more innovative design, and products that perform at the highest level across disciplines.

Recent developments, such as the Team Series kites featuring the new H2 Ultra PE triaxial material, exemplify this direction. Designed to deliver significant gains in strength, weight reduction, and performance—especially in larger kite sizes—this material represents a significant leap forward in kite construction.

Pastor’s vision is clear: combine modern materials science with real-world rider feedback to create equipment that truly elevates the experience on the water.

Spain Becomes the Heart of Innovation

A symbolic and practical shift comes with the relocation of Airush headquarters to Alex Pastor’s kiteboarding center in Spain. This new base will serve as the brand’s global innovation hub—a place where testing, design, creativity, and daily riding all intersect.

By grounding leadership, product development, and testing in an active riding environment, Airush reinforces its rider-led DNA. Decisions are informed not just by market trends, but by time on the water.

The Leadership Team Driving the Next Generation

While Alex Pastor’s appointment is central to this new chapter, he is quick to emphasize that Airush’s future is a collective effort, led by a seasoned and deeply connected team.

Stéphane Samat | Chief Operations Officer

Stéphane brings over 20 years of experience in the watersports industry. Previously instrumental in making Airush France the brand’s strongest global market, Stéphane returns with broad international insight, commercial expertise, and a deep understanding of customer needs. His role will be key in scaling Airush’s global presence while staying true to its core values.

Graham Wiles | Creative Director

Graham has shaped Airush’s visual identity for more than a decade. Known for blending technical precision with creative clarity, his work ensures that Airush products and messaging remain bold, authentic, and instantly recognizable. His leadership keeps the brand’s aesthetic aligned with its performance-driven ethos.

Mark Pattison | Lead Product Designer

Mark is the quiet force behind Airush innovation. With more than 23 years at the brand, his designs, including the Lithium, Ultra, Session, Lift, Racer, and Team Series kites, have powered countless World Championship wins. His deep institutional knowledge and relentless pursuit of performance remain at the core of Airush product development.

Focused. Stronger. More Passionate Than Ever.

This new chapter is not about reinventing Airush—it is about refining it.

With Alex Pastor at the helm, Airush Kiteboarding is recommitting to its identity as a rider-driven brand built on performance, durability, and progression. The leadership team combines decades of experience with a shared passion for the sport, ensuring that every product reflects real-world needs and elite-level standards.

The message is simple and confident: Airush is moving forward with clarity, unity, and purpose. The next chapter starts now, and it is stronger, more focused, and more passionate than ever.