For our Half Hundredth episode, Walt and I sit down with Matt Elsasser, co-founder of Hydrocraft Systems, a new foil company stepping into the space. Matt needs no introduction to the foil world—his riding and design chops are well-known—but launching a brand in 2025? That’s a whole different challenge.

Matt jokes, “I don’t think people are waking up in the morning saying, ‘aww man, I need a new foil company.’” He might be right, but he is wrong! Once Hydrocraft drops their first lineup, people will. The foils aren’t released yet, but with the fine-tuning of their first range underway, it’s clear there’s room for brands that’s small, nimble, and customer-focused—able to pivot faster than the larger players in the industry. That flexibility is exactly what gives Hydrocraft a shot to carve out their own space and make some spray.

We dig into Hydrocraft’s approach to design, where Matt sees the gaps in the current market, and how staying agile as a small brand could be the key to pushing foiling forward.

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