• Always Put the Customer First Without our customers, we wouldn’t be in business!  If a customer has an issue, we do everything in our power to fix it.
  • 100% Customer Satisfaction We aim to offer our customers the highest level of service, selection, quality, and value through the most compelling online and in-store shopping experience possible.
  • Always Focused on  SUP — We believe that being on the water and  paddling are the best forms of recreation in the world, and that’s why we’re focused on these sports exclusively. We don’t chase trends and we’re committed to bringing you the best quality products designed and tested by people who surf and paddle every day!
  • Listen to Our Customers’ Feedback — Lucid strives to continually improve to meet their demands. We treat our customers like gold, and when they talk, we listen
  • Quality Products, No Gimmicks — We ride and use our products every day. Each product is thoughtfully designed with the best intentions and comes backed with our ironclad warranty.
  • Create a Highly Positive Work Environment — Lucid is dedicated to promoting a balance between work and an active lifestyle. We work hard and stay active in the water daily.
  • Protect the Planet & Give Back — Staying involved in programs to help conserve the ocean and planet while being conscious as a manufacturer of the byproducts of what we do and sell to make the least harm possible