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Truth | Respect | Balance | Simplicity | Detail | Durability | Dedication

At Cross Design, each product is crafted with care, passion and dedication to detail. All the boards are designed to maximise rider experience and careful consideration of the aesthetics of each craft.


Joe's profound passion for design traces its roots back to his childhood, where he developed an innate admiration for uncluttered spaces and sleek lines that imbue each product with a sense of seamless elegance. Armed with a Bachelor's Degree in Architecture from Bond University on the Gold Coast, Joe's educational background in Architectural Design further solidified his commitment to the world of design.


Born in England, Joe spent a significant portion of his formative years in the picturesque French Alps, where he honed his skills as an Alpine Ski Racer for the England National Ski Team. During this time, he dedicated countless hours to meticulously tuning his skis before training and races. This meticulous process of refining his equipment to achieve peak performance not only contributed to faster times but also instilled a profound sense of trust in his gear during critical moments.

Joe's fascination with cutting-edge technologies and their potential to enhance everyday products has always been a driving force in his creative journey. Whether it's streamlining efficiency or simplifying consumer experiences, he's always eager to explore innovative avenues.

"I am driven by the pursuit of more efficient and aesthetically pleasing solutions with a minimal environmental footprint. I relish the opportunity to experiment with novel approaches.


My craftsmanship extends to surfboard making, a labor of love that brings immense satisfaction. The process of shaping, glassing, and meticulously sanding a surfboard by hand, followed by the exhilaration of riding it on the open waves, is an immensely rewarding experience. Hearing the enthusiastic feedback from satisfied customers and sharing moments with them in the boundless ocean are integral components of my passion for what I do.”

"I want to express my heartfelt gratitude to all those who've supported my journey and contributed to my growth. Thank you."

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