On this episode of the Foil Life Podcast, Luc Moore sits down with Clinton Filen (recently stepped into Chief Brand Officer at NAG) to talk about the transition after two decades in design and brand management, what it takes to keep innovation moving inside a large multi-sport company, and where foiling, winging, kiting and windsurfing are heading next.
They recap Clinton’s path from childhood windsurfing on the South African coast through early kiting and wing prototypes, time in Maui and Australia (Severn/Airush), and the last six months at North Action Sports Group. The conversation covers design philosophy, building a culture of innovation versus commercial reality, lowering barriers to entry while keeping depth for obsessed riders, how foiling is connecting previously separate sports, current go-to gear, and the disconnect between a 40–60-year-old buying audience and much younger marketing.
Episode Highlights:
- Six months into the North role: keeping core talent (kite and wing designers), adding graphic design and admin capacity, and a shout-out to the original New Zealand team that built the brand
- Design approach: thinking in systems and architecture, staying radically open-minded, questioning line lengths, aspect ratios and connection systems, then dropping back into “who is the customer and how do we make it more fun”
- Innovation reality: most disruption still comes from outside the industry; entrenched connection systems can slow change; useful cross-pollination between wing, kite, windsurf and foil
- Barriers to entry vs. mastery: easier assembly, lower cost and more approachable gear for people who ride a few days a month, while still offering the nuance that keeps daily riders chasing the last 5 seconds of glide
- Current riding: MIDI Pro boards as a daily driver, Boost masts, exploring foil-drive, Nervas wings, and the more speed-focused Modes — plus prototypes already in the works
- Growing the pie: foiling as a gateway sport (pump foil on lakes, foil-assist, wing), speaking differently to first-time buyers versus five-year veterans, and why waterman culture beats putting people in boxes
- Advice for junior designers: curiosity first, radical open-mindedness, self-discipline, humility, and remembering it was a team that got you there
Visit: https://northactionsports.com/
