The homepage opens on a boardwalk at dusk, with palms and warm light behind big type and color running from yellow through orange and pink into purple. That gradient carries into the logo, the buttons and the headings. The two main choices are right there: book service or look at custom builds. Farther down, a custom board turns as you scroll, so you can see its shape and finish from a few angles.

A repair and a custom build are different conversations, so they got different pages. The service page covers diagnostics, repairs and maintenance. The builds page breaks a board into the pieces you'd actually choose, namely the controller, battery, ride feel, footpads, tire and finish, so you don't need to know every part name before you call.

Tires, fenders, footpads and chargers have their own parts page in the main navigation. Sometimes a fender is the entire reason someone showed up.

The ship-in page walks through the process in order: contact the shop, pack the board, confirm the receiving details, then diagnosis and approval before any work starts. The used-board section links out to six more focused sites, each built for one kind of used-board conversation.

Chris runs the shop and handles its services. I designed and built the site.