Two board brands merge: “The other half of the picture” – Arnon Dagan on the merger of Future Fly and Bruch Boards

​Hi Arnan, how did the collaboration between Future Fly and Bruch Boards come about?

Dany gave me a call and explained that he was finding it harder to balance running the business with everything else in his life. He still loves windsurfing, he loves what he created, and he definitely didn’t want all that work — the shapes, the ideas and the identity he built — to disappear. With his family and his current life situation, he wanted to find a way to keep it alive, and he asked me if I would be interested in basically taking over the brand and continuing what he had started. I spoke with the Future Fly team, and for me it felt like a good idea almost immediately, for several reasons.

First of all, I always liked Dany. I knew him just a little bit, but I always had a lot of respect for him. I liked what he had done with his brand, I liked the board names and the whole identity around it, and especially I always liked the way Dany sailed. I come from wave sailing myself. Today people obviously connect me and Future Fly very strongly with racing, but wave sailing is actually why I started windsurfing. I followed Dany when he broke into the wave scene, and I always loved his style. He has this very powerful, raw way of sailing, and he is an extreme talent. So I already had a strong feeling that his boards would be good. Later, when we were developing our Yellow Fish line, we had the opportunity to test some of Dany’s boards. They were amazing, so I knew there was real substance behind the shapes as well.

The other big reason was Future Fly itself. Because I am a racer, naturally the image of Future Fly became very racing-oriented. But my own background is much broader than that. I have a long history in wave sailing. I wave sail everywhere I travel — Maui, South Africa, Australia and many other places — as well as at my home spot, which at times is extremely good for wave sailing. I always knew that if Future Fly wanted to establish itself seriously in the wave scene, doing it from zero would take years. With Dany, suddenly we had the other half of the picture. We have our racing development and racing credibility, and now we have Dany’s wave shapes, his experience and his credibility in wave sailing. For me it was a very natural match.

The team then spent time with Dany in Tenerife and also in Germany, and it clicked immediately. He is easygoing, active, healthy, loves sport and has a young family. Our kids are around similar ages, so there are also many things in life that we can relate to. Most importantly, he is someone who genuinely loves and pushing windsurfing He organizes PWA events , and wants to continue creating. He simply needed some help and a team around him to make that possible — and in many ways I needed exactly the same thing.

​What exactly does the collaboration involve? Does Dany supply the wave shapes and you produce the boards?

The way it works is quite simple. Dany supplies the wave shapes, while Future Fly takes care of producing the boards and everything else around the business — production, logistics, sales and all the day-to-day work needed to bring the boards to the market.

Will the boards be distributed through Future Fly’s sales network?

The boards will be distributed through the Future Fly network. Dany is, of course, also an ambassador for the boards. He will stay involved, help us develop the line, stay connected with the community he has built over the years, and most importantly continue doing what he loves — windsurfing and being on the water.

Will your waveboard, the Yellow Fish, still be available in your range?

At the moment, the FF Yellow Fish range will remain. We have also developed some new boards, while Dany brings many proven shapes of his own. The challenge now is how to bring the different ranges together in the best way. We have reached a very high level with some of the Yellow Fish shapes and the Abu Fish, and I’m excited to see what comes from combining all this experience. We are taking it step by step.

​Will the Bruch Boards brand continue to exist, or will everything be brought together under the Future Fly umbrella?

The Bruch brand will cease to exist as a separate brand. From now on, everything will be under the Future Fly umbrella, with Dany’s shapes and identity continuing as part of the Future Fly wave range.

Thank you very much, Arnon, and good luck!

Thank you so much for the interview and for your interest in what we’re doing.

For more information, visit futurefly.world/collections/wave-windsurfing

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