Coco Ho's New Board Brand is Giving Female Surfers More Options

On the list of people owning surfboard brands there exists very few women. But this very fact–that the world of board building had traditionally been run by men–is changing each year. Recently, North Shore style queen and ex-'CT vet Coco Ho broke through the fiberglass ceiling by stamping her name on a brand-new board brand: XO Coco.

In partnership with Album shaper Matt Parker, Ho's aim is to provide more off-the-rack options to women surfers by supplying boards that are shaped with them in mind. We rang up the new entrepreneur last week to find out more about her new venture, how she's following in her dad's footsteps, and what exactly the differences are between boards shaped for men those shaped for women.

So how long has your brand been in the works?

It’s been in the works probably a little over a year. Matt Parker [founder and shaper of Album Surfboards] had the concept for a while and when I won the Electric Acid test on his board, that just cemented his theory and ideas.

What was his goal in creating a women-focused board brand, and likewise for yourself? 

I think the fact that there’s no female board brand in the world that sells stock boards in female dimensions. We can do custom orders, of course, but the premise of the brand is to have stock boards in dimensions for females available to buy online or in the showroom.

I think the fact that there can be major differences between boards shaped for women vs. men is often overlooked. As a woman, once you get to a specific level in your surfing, or if you’re on the short side, it can be a bit harder walking into a surf shop and picking a board right off the rack that isn’t too wide or thick.

I actually didn’t even know that was an issue until Matt brought it up. Being on Tour, I got custom boards my whole life. I would get asked a lot like “what board should I ride?” or “where do I buy them?” and when I would send girls certain directions, I would assume they were getting custom boards. But I think the number of people who actually buy custom boards is really low.

It's been interesting learning about dimensions and how we all tend to go a little wider than we need. As I’d age, my dimensions would just inch up. I started the tour [with my boards] at 17 and ? inches wide and 12 years later I’m at 18 inches and a bit. I’m not wider, I’m not heavier, I didn’t need to be going wider, but that was just the trend of everyone. But really bringing it back to the fact that the average female’s foot size is smaller than the male’s and our boards can be surfed a lot narrower. The foam can be distributed a little thicker in the middle, so you still have the liter-age of riding a wider board. I’m learning a lot about that and I’ve seen a change in my surfing.

How do you feel your surfing has changed on these boards?

I just feel like it’s a little more precise. It’s definitely a lot freer, due to me riding more twin fins. Twins are just fast and free but still really drivey, so it’s brought a lightness to my surfing. I haven’t been this happy with surfing in all conditions in a very long time. Now I want to surf in all conditions because now I’m equipped for it. Even if it’s terrible out there I’m like, 'oh it’s ok, I have the right board for this.'

Along with the redistribution of volume, what are some rough, general differences in boards designed for women vs. men?

The main three things I would say is the width, the foam distribution (there’s a lot of foam hidden in the front for paddle power), and fin placement. I won’t get into the specifics of that last one because that’s kind of our secret sauce [laughs]. But yeah just fin placement tailored to women who generally have smaller feet.

Are you still riding boards for Matt Biolos?

Mostly just Matt Parker's. But Biolos was super encouraging in this endeavor and really supportive on the business side, making sure I knew what I was getting into. I’m still pretty new to surfing Backdoor and Pipe, so my security still is with my Mayhems. But I’ve been surprising myself this winter and just paddling out on anything and getting some of the better waves of my life. I think I'm just learning that I can trust alternative boards in waves of consequence.

Did you know the ins and outs of what goes into a successful board brand already just from being a sponsored team rider?

Yeah, and my dad [the legendary Michael Ho] actually had a surfboard label himself in his 30s and 40s. It’s pretty rare for a surfboard label to be the surfer’s and not the shaper’s–and I wasn't thinking “oh if I do this I’ll be just like my dad”–but that’s exactly what my dad had. His label was Perfect Lines in the early 90s and his shapers were Eric Arakawa and Bret Marumoto. So I’m redoing what he did in a way—it’s a really pinch-me moment that I didn’t even try to do.

Are you getting in the shaping bay yourself?

I should definitely get my feet dirty and get in the shaping bay a bit more, which I’m looking forward to. I’m going to Australia soon and I’d love to go watch Avalon [Starick] shape and hear what she has to say about certain things and have her teach me. But I love explaining in a surfer’s voice what I feel and what I think and then hearing the scientists teach me and explain why a board is foiled or tapered that way or has a beak nose. I’m just learning so much about things I didn’t really pay attention to when ordering boards for the Tour.

Tell me a little about Avalon. Is she one of your shapers?

Yeah she’s working under Mitch who is shaping the XO boards in Australia. It’s really exciting. She’s been learning from Matt Parker for a couple years now—I think when Matt started teaching her he saw that we need a space for female shapers so it’s been really special to have her on board right off the bat.

Are you sponsoring any team riders yet? 

We’re trying to go non-traditional in that sense. But we’re trying to make a community and inviting to any female to ride whatever they want. Laura [Enever] was one of my first friends who got a full quiver and it really sparked her up to surf small waves again and enjoy it. I’ve been shoving boards down everyone’s throats [laughs]. I’ve got a couple other friends who are hopping on boards, but some are still under contract so we can’t say anything [laughs], but we’re just trying to break that mold of surfers having to stick to one board brand—we’re trying to make a community here to welcome everyone to ride the boards without getting in trouble.

Do you have a favorite shape in the lineup?

The Bliss twin fin is definitely my daily driver—it’s the best one for every single condition. It’s the high performance twin. But lately I’ve been loving the Halcyon—I guess you’d put it in the mid-length category but it’s a long twin and I ride it in tiny waves and can kind of longboard it bit. I rode it at 4-to-6-foot Haleiwa last night and had one of the best sessions of my winter [laughs]. That’s also the one that I’ve recommended to almost every friend that’s reached out and wanted their first board. I’m like start here. But the Bliss Twin is the one that’s the most in my car getting waxed up the most.

Can anyone try out demo boards from the San Clemente showroom?

We’re working on that for sure. That’s next on the to-do list. Even just having an XO beach day on the North Shore one day—and just let the girls and anyone come and try boards out. That’s all in the works right now.