
Why the eFoil Industry Is Gatekept, And Why We’re Calling It Out
When we first entered the eFoil market in 2021, our goal was simple: bring modern direct-to-consumer technology, dynamic engineering, and real value to riders worldwide. But we quickly saw the reality of how gatekept and controlled this legacy industry actually is.
Early on, Levi Morris at Bay Foils (Alameda, CA) posted an independent, glowing review comparing XFoil to existing options. Shortly after, Fliteboard corporate threatened and verified in writing to strip Bay Foils of their dealer status unless they took the video down. You can read the documented account here on our community post: https://www.reddit.com/r/eFoil_Future/s/nexhx7yONm
That was our first concrete look at the hidden tactics used to suppress independent feedback and protect inflated dealer markups. As we’ve continued to innovate, release superior technologies, and cut out the middleman, we’ve repeatedly encountered these unethical tactics from dealer threats to brand-affiliated moderators gatekeeping online discussions.
Rather than staying quiet, we took action. We ran global ad campaigns reaching millions of people primarily in densely watersport communities to expose how legacy dealer markups and cartel-style behavior really work behind closed doors. You can read the breakdown that millions of prospective riders saw here:https://xfoil.com/blogs/news/why-other-efoils-cost-15-000-and-why-ours-doesnt
If exposing these practices impacts our reputation or sales among legacy insiders, so be it.
For over two decades across our team's history, our core mission has never changed: build innovative, high-performance products and make them accessible at an affordable price.
Threatening dealers and suppressing independent reviews doesn't signal market dominance, it signals a massive lack of confidence in their own product. Rather than hiding behind dealer threats and online trolling, we recommend that legacy brands focus on modernizing and innovating their own hardware.
To the legacy eFoil brands: our door is always open. We welcome any legacy eFoil brand to engage constructively. Welcome you to Hawaii for a friendly get-together on the water. Let’s bring real performance to the forefront, grow the sport transparently in a positive light, and let riders decide for themselves.
Cheers,
Team XFoil