Ambush Boarding Co. was founded Friday, June 13th, 1997. We grew up surfing and skateboarding in California and always dreamed of opening up a shop that catered to the surf, skate, and underground punk culture. When we moved to Atlanta in 1994, the area didn’t really have a very well developed scene. The wide open market presented an opportunity for us to follow our dreams and open up Ambush.
What is your favorite part of running Ambush?
Total freedom. We focus on what we want to put out there for our customers, how we want to present ourselves, what product lines we carry, how we merchandise and distribute them, what events we want to host, and on and on. We don’t have to ask anyone for permission. We are not accountable to a corporation or a district manager…which can allow us to solve problems quickly, get creative juices flowing, try new lines or marketing strategies, and allow us to move more quickly in any direction we wish to go.
Ambush has just a couple of decks for you to chose from…
What’s the local scene in Atlanta? Any spots worth mentioning?
The Atlanta area has everything you could ever possibly want to skate…and probably everything you would never want to skate. Piedmont Ditch, Georgia Tech, Peachtree Marta, Bellsouth Building, Federal Ledges, Carnegie. As far as the wake scene goes…we have two large lakes (Lake Allatoona and Lake Lanier) and a bunch of winch spots all over the place.
Tell us about the best places to eat nearby.
Henry’s Louisiana Grill, Mango’s, Bangkok Cabin, Mellow Mushroom, The Vortex.
What are the best places to stay when visiting your area?
There are a million chain motels around…but a friend’s couch is probably your best bet.
Their selection is endless…
What’s the most exciting development in action sports in the past year–from your perspective?
The socialization of retail. I think the advent of Facebook, Twitter, blogs, etc. have really made shopping an interactive experience. People are not just buying merchandise…they are connecting with each other on a personal level…and that is making their shopping experience that much more special.
Which athletes do you follow?
Eric Koston, Coco Ho, Marc Johnson, Kelly Slater, Andrew Reynolds, Travis Rice, Kobe Bryant
More gear to choose from. Check them out on their website for a closer look.
Are there any upcoming competitions or events in Atlanta that people should know about?
We just had the Pro Wakeboard Tour visit Acworth, GA last month. It was a great turn out with thousands and thousands of wakeboarders coming out to support the contest. We are hosting our annual Go Skateboarding Day BBQ/Skate Jam at the shop and our 16th Game of Skate is coming up in the fall.
Any new products or product developments that you’re excited about? Hyperlite System Boots/Bindings. The System is the latest in wakeboard technology. The boots/bindings have been adapted from snowboarding to fit increasing demands made on wakeboard bindings. As tricks get bigger and nastier…wakeboarders need more support and protection for their feet. I am stoked to see how they work out on the water.
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I started ActionSportsNow (ASN) out of the love I have for action sports. There isn't a time in my life that I can not remember being on a board and now having the ability to introduce this experience to my children is amazing. We do this because we love it and we love working with small business owners in helping them grow their businesses. Without them, these industries wouldn't have the culture and spirit that they do today!