Tower Paddle Boards

Tower Paddle Boards makes stand-up paddle boards and beach lifestyle gear, sold directly to customers to skip the retail markup that makes paddle boards expensive. The company was founded by Stephan Aarstol, a San Diego entrepreneur with an internet marketing background who wanted to apply a lean, online-only sales model to a sport that was growing fast but still sold mostly through specialty shops at premium prices.

Aarstol came into the Tank seeking 150,000 dollars for 10 percent of the business. His direct-to-consumer angle caught Mark Cuban's attention, and Cuban framed the opportunity as a chance to build the low-cost leader in a young category. The negotiation ended with Cuban taking a much larger stake than Aarstol first offered, a trade for hands-on involvement and a marketing partner who understood scale.

What set Tower apart was the business model rather than the board itself. By selling online and cutting out middlemen, Tower could price aggressively and still keep healthy margins. Cuban later called it one of his best deals from the show, and the partnership became a frequently cited example of how a focused founder and an engaged investor can turn a single product into a real brand.

The exposure pushed sales sharply, and Aarstol reinvested in inventory and marketing rather than coasting. Tower crossed 10 million dollars in lifetime sales within a few years and earned a spot on the Inc. list of fast-growing private companies. Aarstol also became known for an unusual move inside the company, a shortened five-hour workday designed to keep his small team productive.

As of 2026 Tower is still operating out of San Diego and has grown well beyond paddle boards into a broader beach brand, adding sunglasses, apparel, beach chairs, and electric bikes. The company keeps a showroom near Mission Bay and continues selling primarily through its own website, staying true to the direct-to-consumer model that won Cuban over.