November 10, 2008 : - - Rockledge, Fla — Hyperform, manufacturer of X-Trak surf products and the new, innovative Magma wax, is getting back to basics.

X-Trak, the world's premier surf traction manufacturer, is getting back to basics. In a surf accessories marketplace increasingly dominated by companies offering Chinese manufactured, cookie cutter products, X-Trak is gearing up to offer surfers a new direction, with more selection, more options, more innovation and more value than ever before.

Rather than relying on team rider “signature” models to differentiate its pads, X-Trak is going back to making the pads themselves the stars of the show. Making up the new X-Trak line will be multiple sub-lines, each having it's own unique features, both artistically and technologically. From function-first to fun-first, X-Trak will have it all covered.

Since 1995 X-Trak has prided itself on producing products “for surfers, by surfers” and has no intention of changing it's creed. At its Rockledge, Florida factory, X-Trak's parent company, Hyperform, Inc., has assembled the worlds most technologically advanced traction manufacturing operation and staffed it with the best product design, development and production people, nearly all of whom surf. Over the past two years this crew has been hard at work on a number of new, innovative approaches to traction design and production.

X-Trak's new ICON Series is an example of this and a taste of things to come. Each pad in the ICON Series will feature a unique image of an iconoclastic figure. Included with each ICON Series pad will be a stencil of the image. The stencil can be used to create unique art on boards or elsewhere.

Stay tuned for the ICON art contest. The first pad to roll-off the ICON press has appropriately been named the Revolutionary. This pad and each of those to follow it will be produced and available for a limited time before being replaced with the next in the series. Don't like the image they have chosen? Let them know and give your own suggestions. Who do you think should be included in the series?

An unfortunate side effect of X-Trak's new product driven marketing approach is the corresponding ending of its relationship with the Hobgoods. While CJ & Damien's contributions will be missed, the unique CNC based production techniques used for The Goods line will not be lost. X-Trak's forthcoming TECH Series will put its CNC technology to good use and additional high tech, cutting edge processes will soon be seen in products now on the drawing board.

The changes at Hyperform are not limited to the product side of things. For the first time both X-Trak and Magma, Hyperform's innovative, color coded, surfwax line, will be available to retailers domestically through authorized distributors as well as directly from the factory. This will give retailers newfound freedom of choice and the ability to consolidate their purchasing and reduce freight costs.

Four time women's world champ Frieda Zamba-Shaw, who has been with Hyperform for over 10 years, has been appointed national sales manager as well as team manager for both the X-Trak and Magma. Frieda will be instrumental in developing a broad based, grassroots, X-Trak/Magma team program in cooperation with its retailers. Another indication of Hyperform's commitment to a grassroots marketing approach is the fact that the Eastern Surf Association has chosen X-Trak & Magma as it's official traction & surfwax sponsors.

In the past 15 years Hyperform's X-Trak brand has established itself as the worlds leading innovator in surf traction design and production. Magma is carrying on this tradition by showing the world tomorrow's surfwax. In the coming year surf adhesion technologies will be boosted into the future and Hyperform will once again show the way. Stay connected and stay tuned.

For more information about X-Trak or Magma and to see our new ICON Revolutionary pad please visit us on-line or call 321-632-6503, or e-mail us at info@xtrak.com.This e-mail address is being protected from spam bots, you need JavaScript enabled to view it.

http://www.xtrak.com