The Costco Connection

By Margaret Littman

NICK MATZORKIS was a serial entrepreneur, always looking for the next big idea. The latest one came to him in 2008 when he was stand up paddle surfing in Malibu, California.

Today stand up paddling is the fastest-growing water sport in the United States. Back then the sport was found mostly on the coasts. But Matzorkis, now 50, had ideas.

SUP, as it is called, features a surfboard-like board designed to be stood on, with a one-bladed paddle that the paddler alternates from side to side. Advocates like it as a whole-body workout engaging the core, the arms and the legs. The boards are stable, so that novices can pick up the sport fairly quickly, although water conditions and design advances continue to make it interesting to even the most experienced paddlers. Not to mention the benefits of exercising outside and the Zen of feeling as if one is walking on the water.

Because the person on the board can propel him- or herself forward with the paddle, as a kayaker does, SUP can be enjoyed on flat-water lakes and even subdivision ponds, in addition to moving rivers and in ocean surf. And that is where Matzorkis saw his opportunity.

Matzorkis is a Southern California native
who now lives on Lake Austin in Austin,
Texas, and understands the Texas boating
sports &
recreation

SUP ATX helps families embrace the sport of stand up paddling

Get up, stand up

Company: SUP ATX

Founder, chairman and CEO: Nick Matzorkis

Employees: 300

Products at Costco.com: Five boards for adults and one board for kids ages 6 to 14. Boards are 12. 5, 12, 11 and 9 feet in length, bundled with accessories. Accessories can include carbon fiber or aluminum adjustable paddle, board bag, leash. A full carbon fiber adjustable paddle may be purchased separately.

Address: 515 S. Congress Ave., Austin, TX 78704

Website: www.supatx.com

Comments about Costco:
“I have become more confi-
dent about Costco as a mem-
ber, having gone through the
vending process, because
I know what they go through,
and we have never been
asked to compromise on
quality. I can assume they
have done more home-
work than I could do and
I’ll get a good value for
what I am paying.”
—Nick Matzorkis
supplierprofile and outdoor culture. Matzorkis wanted to
make SUP accessible to people who don’t live
on the coasts.

So, in 2008, he set himself a modest goal: to become the largest flat-water paddleboard company in the U.S. By 2009 his first paddleboards were in production and he had reached his goal. His company, SUP ATX (the name is drawn from the sport and the Austin location) now is one of the largest paddleboard makers in the world, known for its high-volume, value-priced equipment, offering an affordable product to those who don’t live on the beach and don’t necessarily aspire to surf culture, but like the idea of being outdoors and being healthy.

“We wanted to popularize the sport, not just for surfers, but for everybody,” says Matzorkis.

In 2008 Matzorkis spent $5,000 buying his first two paddleboards, paddles and associated gear, an amount that is not atypical in the industry even today. With SUP ATX, his aim was a price point of less than $1,000 per person.