SUP Maniacs No.7 - Ollie O'Reilly
Behind every great team is someone quietly holding all the pieces together - and in the world of high-performance SUP, Ollie O'Reilly is that person. A genuinely great bloke, Ollie somehow makes the complex, high-pressure task of organising the world's best SUP athletes look effortless, even though anyone who's done it knows just how intense that responsibility really is.
At events like the LSR Cosmic Experience, Ollie moves with calm authority - part leader, part problem-solver, instinctively looking after every detail and every rider. His instincts run deep, ensuring the crew is supported, focused and firing, while never losing sight of the bigger picture.
A highly rated surfer in his own right, Ollie also lives a life that many would only dream of - travelling the globe, testing cutting-edge equipment, working with elite athletes and helping shape the future of the sport through his role at Starboard, one of the world's leading SUP and adventure brands. From the outside, it's a lifestyle filled with extraordinary opportunities and experiences - but it's also built on relentless hard work, commitment and vision.
Huge thanks to Ollie for embracing the questions, sharing his journey, and bringing his knowledge and energy into the SUP Maniacs family. #ollieOReilly
Welcome to the board of SUP Maniacs Pty Ltd ????
1. You travel the world testing race boards, surf shapes and prototypes with elite athletes. At what point did you realise that your role at Starboard was more than a job, it was a global adventure?
One of the things I love most about my role at Starboard is the versatility. As I'm writing this now, it's Sunday morning and I've just welcomed a rider from Japan who's here to work on new SUP race board shapes, while another rider has been with us all week developing and testing new wings and foilboards.
Looking back over my 11 years with Starboard, many of the highlights are the test trips and travel to wave locations around the world. Working with the best riders, understanding how shapes evolve to match their needs, while continuing to push my own limits. That combination is what makes it feel like much more than just a job.
2. Your fitness is next-level. SUP surfing, foiling, paddling, strength work and even cycling huge climbs like the Pyrenees. How important is personal fitness to the R&D and innovation side of your work?
Fitness is 100% part of my identity. It has been a constant in my life and an escape, although I probably need to slow down sometimes and focus more on recovery.
From the moment I joined Starboard, it was clear that fitness would either make things a lot easier or a hell of a lot harder if I wasn't fit. Even if I wasn't at the same skill level as the very best, I still had to keep up. There were periods where we would have multiple riders at once, Connor Baxter and Michael Booth, testing up to 12 different race board prototypes over multiple days with constant reworks and back to back sessions.
As much as I value fitness for my own wellbeing, it is essential for development. As soon as fitness slips, everything becomes harder.
That said, I've been managing a bit of a dodgy back, so longevity needs to become more of a priority.
When I travel to places where I can't get in the water, running has always been my go to way to explore. More recently I've found cycling, which has been both humbling and exciting. It's now at the core of my base fitness and great for VO? max. I'm training for my first Ironman in 2026.
3. Starboard was one of the first major global brands to support the LSR Cosmic Experience. What made the event stand out for you, and how did it feel seeing your riders take out the Team Prize last year?
The LSR has definitely become an iconic event for Starboard and the broader SUP world. Over the years we've seen SUP surfing events reduce, so an event that is inclusive across all levels is incredibly valuable.
The Bali location makes it even more special with the support from Jonni and the Rip Curl team and simply being in the Land of the Gods. It's no longer just a competition for us. We use it for our annual photoshoot and as an opportunity for people to demo the latest Starboard gear and share time on the water with the world's best riders. That's not something you get to do every day.
Catching up with all the riders is always fun and inspiring, and seeing Starboard come out on top makes the work behind the scenes feel even more worthwhile. The level of competition, including riders from other brands like SMIK, raises the bar and makes it more exciting for riders and spectators alike. It's an event that all brands and riders should continue to support.
4. You spend time watching world-class longboard SUP surfers in Bali, Hood River, Europe, Thailand and beyond. How does observing these athletes influence your board designs and product direction?
Testing in multiple locations is critical. Boards need to respond to real world conditions globally. Hollow Bali waves are not everyday conditions for Europe, so testing across different environments helps create a more rounded product.
Thailand is actually an incredible testing ground if you understand the seasons and weather. I'll leave it at that. I also have a base in northern Portugal, which offers a complete contrast with cold, heavy waves. That environment, combined with working closely with local shaper Luis Lacrau, has proven hugely successful.
During Covid we developed and tested the Spice and Pro there, and most recently the TwinFin.
5. Starboard has embraced the longboard SUP movement with some seriously impressive shapes. What excites you most about the design evolution happening in this genre?
For me, longboard riding is often more interesting than traditional shortboard surfing. It blends elegance and style with progressive riding, a mix of flow and explosive movement.
The Bali event has been a great testing ground with everything from knee high Serangan to punchy Oka Point. Boards need to perform across all of it and rider feedback is critical, not just from elite riders but also from weekend warriors.
This year we're introducing a new shape into the quiver that I think will unlock a fresh expression and style. Let's see.
6. Your job blends tropical living, high performance testing, elite sport, design meetings and global travel. What does a typical week look like for the Brand Director of one of the biggest SUP companies in the world?
Things move fast. Anyone who's been around the office will back that up.
I started at Starboard in marketing, then moved into product management working with Scott and Mat Rauzier, and now oversee the brand. It takes a big team of talented people to stay on top, so my role today is about enabling the team, helping people perform at their best and aligning around our goals.
I still stay hands on with development and testing while also working on broader strategy and future direction. Most weeks involve time in the workshop, briefing prototypes, planning test trips, building marketing campaigns and managing the bigger picture business and brand planning.
It's broad, it's a lot, but it's rewarding and tangible and the wins feel shared.
7. You've been with Starboard since 2014. In that time, what do you see as the single biggest shift in SUP culture?
Foiling, without question.
It has introduced entirely new sports like wing foiling and downwind foiling, along with new skills and a huge amount of new gear to develop. We all look at waves differently now. What used to be a bad SUP surf is now a full foil wave.
In racing, events like Molokai have shifted heavily toward foiling, whereas SUP used to be the focus. Foiling still has the biggest growth opportunity ahead, and there's a lot of refinement to come. It's no longer just about the board. It's the board, foil and wing working together.
That said, my core passion remains SUP surfing, and Starboard's surf offering has grown year on year. From the Pro, to the Spice, to the TwinFin, expanding the quiver and riding styles unlocks new possibilities and stoke. Racing remains core to Starboard's DNA and will always lead development, even if the race scene has come off its peak.
8. R&D at Starboard takes place in some of the world's most beautiful surf breaks. Is there one testing trip that stands out as the moment a design clicked for you?
There are so many memorable trips shared with riders. When you get a session to yourselves and a shape clicks, everything flows and you come out grinning.
Some of my best sessions have been sunset surfs in Thailand with Trevor Tunnington. We've really dialled the spots and forecasts there. An hour's flight, a ten minute drive, and you're in an empty lineup with a pulsing reef break.
One trip was booked with barely an hour and a half before takeoff, a last minute call with a bit of nervous uncertainty. It paid off with a magic session until dark, followed by a well earned beer on the beach. Those sessions beat any crowded lineup.
Another standout was a sunset session in Portugal when we first scaled the Spice boards. Lots of smiles there too. Cheers Trev.
9. You live in a stunning tropical home in Thailand. It looks like a design project in itself. How much influence did you have in creating that space, and how does living in that environment fuel your work?
Thanks. After working on a renovation project in Portugal during Covid, I wanted to commit to a more permanent home in Thailand.
Svein and Starboard generously offered me the opportunity to build on land at Taco Lake next to Starboard HQ. With a blank canvas, I had a clear idea of what I wanted. The feel, the materials, the scale and how the lake would be the main feature.
I worked closely with an architectural firm from Chiang Mai called Shermaker. Being close to the site allowed me to help project manage, choose materials and keep everything connected to nature. There were hurdles and plenty of learning along the way, but the end result is a tropical home from home that I appreciate more the longer I live there.
10. Looking ahead, what can the SUP world expect from Starboard in 2025 to 2026?
There is always a lot in the pipeline that I'm excited about. Over the last year we've developed a new shape that will debut at this year's LSR event. It's been a lot of fun refining it with Trev.
I'm also excited to see the continued success of the TwinFin as more people receive their boards and spend time on them. It's a shape that continues to excite me personally.
In racing, there are some major developments I can't share yet, but expect news soon. The latest All Star shape and campaign has already gained a lot of attention.
On the foil side, growth is happening fast, so we're continuing to explore new shapes for wing foiling. In parallel, we're working closely with our suppliers on new technologies to reduce weight while tuning flex and strength.
There's a lot coming, and as always I'm excited to get on the water and share the finished products. Cheers.
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@Starboard SUP @Stand Up Magazin
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