From the high-stakes world of corporate finance to the smooth glide of handcrafted longboards, meet James Petitto, the founder of Deviate Board Co. His story isn’t just a career change; it’s a testament to the courage of chasing your passion and carving your own path in the longboarding world. James traded in his spreadsheets for skateboards, embarking on an inspiring journey to establish a unique longboard company rooted in passion and craftsmanship.
James Petitto
Childhood Sparks and Urban Waves: The Genesis of a Longboard Dream
James’s connection with crafting started in his childhood. “I vividly remember constructing a scooter with my grandfather using a salvaged skate and some spare wood,” he recalls. This early experience of building something functional and fun from simple materials ignited a lifelong passion for creation and hands-on work, unknowingly setting the stage for his future in longboards.
Growing up in New York City, far from ocean waves, James discovered a unique way to merge his love for surfing with the city’s energetic streets: skateboarding. This passion took a pivotal turn when his wife gifted him a longboard that didn’t quite meet his standards. “The longboard my wife gave me wasn’t quite right, and I thought, why not try making my own?” This thought sparked the birth of Deviate Board Co., a company that blends his surfing spirit with the distinctive vibe of New York City.
From Finance to Founder: Trading Security for Passion
The transition from a demanding finance career to the unpredictable world of entrepreneurship wasn’t an overnight decision. Years of long hours and the pressures of corporate finance, coupled with a health scare, prompted a significant life re-evaluation. “I took a hard look at my life and realized, this isn’t it. I needed to prioritize my family and my own well-being.” This moment of clarity fueled his courageous decision to leave the security of his finance job and dive into the uncharted but exciting territory of starting his own business centered around his love for longboarding.
Deviate board Co logo
The Art of Handcrafted Longboards: Where Inspiration Meets Woodworking
James’s approach to longboard creation is refreshingly organic and hands-on. “I don’t over-plan. Inspiration strikes, I might sketch briefly, and then I get straight to working with my hands.” This philosophy of learning by doing and embracing improvisation is central to Deviate Board Co.’s ethos. It’s led to a diverse range of longboards, each uniquely crafted and bearing the mark of genuine artistry. Each board emerging from his workshop is more than just a product; it’s a story of exploration, experimentation, and a deep connection to the craft.
Balancing Family, Business, and the Ride
Running Deviate Board Co. while staying present and engaged with family life is a daily balancing act for James. “It’s a constant juggle, but my aim is to be fully present wherever I am. When I’m with my family, they have my undivided attention.” This dedication to both his entrepreneurial venture and his family highlights the fulfilling, albeit challenging, nature of pursuing your passion while maintaining life’s essential priorities.
“Woodworking combined with my surfing passion truly clicked when I was living in Manhattan and Brooklyn. My wife’s Christmas longboard gift, which wasn’t quite my shape preference, sparked the challenge of crafting my own, and that’s where I got hooked.”
James crafting a longboard in his workshop
Navigating the Business Landscape and the Road Ahead
Starting Deviate Board Co. came with its own set of hurdles, particularly in marketing and building a customer base within the longboard community. “Gaining visibility was definitely the toughest part. I had to learn digital marketing and how to engage with customers from the ground up.”
“I was a bit surprised by the initial struggle to get noticed and the challenge of connecting with the right longboard riders and enthusiasts.”
James views his journey as a continuous learning process, emphasizing patience and persistence as key. Looking forward, his vision for Deviate Board Co. extends beyond just selling longboards. He aims to cultivate a thriving community hub for longboarding enthusiasts, a place where passion for riding and handcrafted boards converges.
Wisdom for Career Transitioners and Aspiring Longboard Entrepreneurs
For those contemplating a career shift, especially into a passion-driven field like longboarding, James offers thoughtful and practical advice. “Take your time and deeply consider your ‘why’. It shouldn’t just be about escaping something, but actively moving towards something genuinely meaningful to you.” His own story serves as a powerful reminder that changing careers is about aligning your professional life with your core passions and values, and the immense satisfaction that comes from pursuing what you truly love.
The story of Deviate Board Co. is more than just about longboard manufacturing; it’s about the courage to follow your heart’s calling, the art of harmonizing work and life, and the sheer joy of transforming a passion into a thriving livelihood within the longboarding world.
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Special thanks to Wright Film Co and Megan Khichi Photo for image permissions.
