ITW - Pierre X Phil Martin - Behind the Scenes of Kite
📌 Key Takeaways
Philippe Martin, co-founder of Eleveight, offers a candid look at the kite industry. As a 100% independent brand, Eleveight focuses on lasting quality and fair prices. The kitesurf market remains tiny, moving only a few thousand kites per year, with just 4-5 global fabric suppliers. What truly sets brands apart are design, quality control, and direct rider relationships. Wingfoil opens up new spots, but for freestyle, kiteboarding remains unbeatable.
By Pierre (Pierre's Coachings) and Philippe Martin, co-founder of Eleveight. The article below is a faithful summary of this interview.
Summary
Behind the Scenes of the Kite Market with Eleveight
An Adventure Born of Passion
Eleveight's story began long before the brand's creation. Philippe Martin discovered kitesurfing at a very young age, even before his studies. Fascinated by the equipment and the technical aspects of the discipline, he naturally gravitated towards a career in the kite industry. For nearly 10 years, he held various key positions within several brands: sales, purchasing, logistics, supplier management, and product development. In 2017, he co-founded Eleveight alongside Peter Stiewe, a renowned designer, and Robert Bratz. Their goal was to create a structured, accessible, human-sized brand capable of competing on quality while remaining close to the field.
An Independent and Free Brand
In an industry where many brands belong to financial groups, Eleveight proudly asserts its total independence. The company is owned and managed by its founders. This means no external pressure and no commercial influence. This range lets them manage their production rhythm without short-term logic, maintain a direct relationship with riders and retailers, and prioritize efficiency and transparency over excessive marketing. This freedom also makes Eleveight a responsive brand, capable of quickly adjusting its technical choices.
Durable Quality and Fair Price
From the outset, the team set a clear objective: to offer high-performance, reliable, well-built kites at a fair price. Eleveight does not seek to cut prices or flood the market with a dozen models per year. Their strategy is based on clear and stable ranges (freeride, big air, wave, foil), proven materials without compromising durability, and a desire to avoid planned obsolescence. This positioning appeals to a demanding, often experienced, audience that wants efficient equipment adapted to their progression.
A Smaller Market Than Imagined
The kite market is often overestimated. In reality, even large brands sell only a few thousand units per year. This modest volume is explained by the very nature of kitesurfing: a technical sport, subject to weather conditions, and limited in accessibility. The industry relies on 4 to 5 global suppliers of technical fabrics (Dacron, SPI, valves), a handle of specialized factories mainly in Sri Lanka, and series orders that brands sometimes pool. The real lever for differentiation lies in design, customer relations, assembly quality, and measured innovation.
Similar Materials, Different Results
All kite brands use similar materials. There are few suppliers of Dacron or SPI, and available technologies are often shared. Yet, not all kites behave the same way or have the same lifespan. What makes the difference is the kite's design (shape, bridle, tension), the specifications imposed on the factory, the level of quality control at the end of the line, and the choices of seams, reinforcements, valves, and struts. The rigor of the process and field feedback guarantee performance.
Wingfoil vs Kitesurf: Two Visions of Riding
Today, wingfoil is experiencing a real boom. More accessible and reassuring, it opens up riding to spots previously off-limits to kitesurfing and attracts a new generation of riders. But be aware: while the wing is less technical to pick up, it is harder to master for freestyle. According to Philippe, 95% of practitioners will never manage a backloop on a wing, whereas in kitesurfing, 70 to 80% can jump after one or two years. The product offering has also diversified significantly: big air, freeride, wave, school, light wind, foil, freestyle. Each use has its own shape and behavior.
Why is a kite so expensive?
The price of a kite is explained by several factors: over 20 hours of manual labor to assemble a kite, the high cost of technical fabric, valves, and reinforcements, plus transport costs, customs, storage, distributor margins, and after-sales support. All of this is set against a backdrop of general cost increases since 2020: inflation on raw materials, rising sea freight, and factory wages. Yet, a high-end kite remains cheaper than a bicycle or an entry-level city car.
Pro Riders and Ambassadors
Most people imagine pro riders traveling the world and competing. In reality, most riders are allround: they're instructors, coaches, content creators, and brand ambassadors. Being a pro today means being a mentor and creating content. Kitesurfing isn't just a board sport; it's a handcrafted, strategic, passionate industry driven by dedicated individuals. Philippe Martin, with Eleveight, proves that you can still build an independent, high-performance, and sustainable brand without giving in to mainstream commercial pressures.
Philippe Martin Quotes
"You don't just wake up one day and decide to launch a kite brand. It takes experience, connections, skills, and above all, passion."
"We're a family business. We move at our own pace, with our own vision."
"It's not the fabric itself that determines the final quality; it's what you do with it."
"Compared to the ski or bike industry, kitesurfing is microscopic."
Frequently Asked Questions
Is Eleveight an independent brand?
Yes, Eleveight is 100% independent. The company is owned and managed by its founders (Philippe Martin, Peter Stiewe, Robert Bratz), with no external investors or financial groups involved.
Where are Eleveight kites manufactured?
Like most kite brands, Eleveight kites are assembled in specialized factories, primarily in Sri Lanka. What sets brands apart is their design, the specifications they demand, and the quality control they enforce at the factory.
Why is a kite so expensive?
It takes over 20 hours of manual labor, expensive technical fabrics, and significant transport and customs fees to produce a kite. Plus, there's been a general increase in costs since 2020. Even so, a high-end kite remains less expensive than a high-end bicycle.
Wingfoil or kitesurf: which one to choose?
Wingfoil is more accessible and opens up spots where kites are forbidden. Kitesurf remains unbeatable for freestyle and the thrill of jumping. The two disciplines are complementary and attract different rider profiles.
Eleveight Products
Also Read
Check out all our gear reviews and GlissEvolution news. Also see: Eleveight brand, wings, and kites.
Want to test Eleveight?
Visit our store to try Eleveight kites and boards. Our advisors will guide you to the model that suits your level and riding style.
Pornichet Store, 2C Avenue du Gulf Stream, 09 62 64 74 77
Source: Pierre's Coaching Sessions. Thanks to Philippe Martin for his transparency.
Key Features
| Section | Key takeaway |
|---|---|
| Key Features | Philippe Martin, co-founder of Eleveight, offers a candid look at the kite industry. |
| An Adventure Born of Passion | Eleveight's story began long before the brand was created. |
| An Independent and Free Brand | While many brands belong to financial groups, Eleveight proudly asserts its complete independence. |
| Durable Quality and Fair Price | From the start, the team set a clear goal: to offer high-performance and reliable kites. They also aimed to offer well-built kites at a fair price. |
| A Smaller Market Than Imagined | The kite market is often overestimated. |
| Similar Materials, Different Results | All kite brands use similar materials. |
| Wingfoil vs Kitesurf: Two Visions of Riding | Wingfoil is currently experiencing a real boom. |
| Why is a kite so expensive? | The price of a kite is influenced by several factors, including over 20 hours of manual labor to assemble a kite and the high cost of technical fabric. Valves and reinforcements also contribute to the cost. |
Consider this
Key considerations and limitations noted in this article:
- But be aware: while the wing is less technical to pick up, it's harder to master for freestyle.
- A high-end kite is still less expensive than a high-end bicycle.
Frequently Asked Questions
Key Takeaways
Philippe Martin, co-founder of Eleveight, offers a candid look at the kite industry. Eleveight is a 100% independent brand, focusing on lasting quality and fair prices.
What's the story behind a brand born from passion?
Eleveight's story began long before the brand's creation. Philippe Martin discovered kitesurfing at a very young age, even before his studies.
What makes an independent brand stand out?
Many brands today belong to large financial groups. Eleveight proudly asserts its total independence. The company is owned and managed by its founders.
Lasting quality and consistent pricing: what you need to know
From day one, the team set a clear goal: to offer high-performance, reliable, well-built kites at a fair price. Eleveight doesn't aim to slash prices or flood the market with a dozen models every year.
What should you know about a market smaller than you might imagine?
The kite market is often overestimated. In reality, even large brands sell only a few thousand units per year.
Similar materials, different results: what you need to know
All kite brands use similar materials. There are few suppliers of dacron or SPI, and available technologies are often shared.
Got a question about the gear mentioned here?
The GlissEvolution team rides what they sell. They are available to answer your questions in person at the Pornichet store or by phone.
