VISION  STATEMENT

“We want to create a community of recognised, enthusiastic, well educated and responsible kite surfers who protect fellow kiters and spectators, creating a fun, welcoming and safe atmosphere within an aggressivly marketed and potentially dangerous sport.”

Our aim is to keep kitesurfing a fun and intelligent sport where new kite surfers, seasoned kite surfers and beach goers are confident and as safe as possible.

New kites are getting easier and quicker to learn on every year. This is clever but we want to keep the danger factor a reality and create a system that gives new kiters the opportunity to be well educated in meteorology and synoptics in order to make wise decisions for themselves and others around them.

The atmosphere on any given beach is undoubtedly dominated by the kite surfer/s present. Our goal is to create a community of kite surfers who respect, help and learn from each other, taking responsibility for safety on and off the water so councils and beach-walkers are confident around “our” beaches.

We want to give the world confidence in our brand so that any one wearing a “choice” logo is respected and trusted.

Loyalty is one of the keys in creating a strong, dynamic and trustworthy community in our society. We want to generate closer relationships with customers resulting in unspoken loyalty encouraging customers to always come back to us and to bring their family and friends.