WOO Returns to Independence After Buy-Back from Boards & More

WOO Sports founder Leo Koenig and his core team have regained full ownership of the company following a buy-back from Boards & More. The move, effective July 2026, returns the sensor and data platform to independent status just over two years after it was acquired by the parent company of Duotone and ION. The transition marks a shift in strategy for WOO, moving away from the structure of a larger corporate group to regain its position as an agile technology specialist. While the hardware and app interface remain unchanged for current users, the leadership team indicated that independence will allow for faster development cycles and a renewed focus on hardware-level innovation. ## A Return to Agile Development The acquisition of WOO by Boards & More in March 2024 was seen as a move to integrate data more deeply into the premium kiteboarding market. However, Koenig and his team approached the group with a proposal to take the company private again. According to a statement from the WOO team, Boards & More supported the decision to let the brand return to its roots as a nimble, tech-first entity. Leo Koenig, the founder of WOO, described the shift as a return to the company's "squiggly path" origins. He noted that the team thrives on the uncertainty and ambitious nature of a small operation, emphasizing a desire to be closer to the customer base without the layers of a larger organization. ## Intelligence at the Sensor Edge A significant portion of WOO's new roadmap involves a pivot toward on-device AI and refined motion sensor intelligence. This technical shift aims to move data processing from the cloud or mobile app directly onto the sensor hardware. Juan Miquel, who manages the architectural intelligence at the sensor edge, stated the goal is to embed intelligence into the hardware to provide real-time insights at the point of interaction. By processing complex raw signals into analytical results entirely on-device, WOO intends to improve the precision of data for Big Air, freeride, and freestyle maneuvers. Christian Rolly, Head of Tech and Development, added that the independent status ensures all future technical decisions are made directly for the community without compromises. ## Open Collaboration Ethos One of the most notable changes following the buy-back is the brand's pivot toward an "open door" policy. While under the ownership of Boards & More, the sensor was often closely associated with specific group brands. The newly independent WOO is now actively seeking collaboration with all kite brands, schools, and event organizers across the industry. Floris Dielen, Head of Marketing, Sales and Operations, emphasized that the data and leaderboards should belong to the whole sport rather than a single manufacturer. He invited industry partners who want to integrate WOO technology or leaderboards into their own platforms to reach out for collaboration. This neutral stance is likely intended to solidify WOO’s position as the de facto standard for competitive Big Air and height tracking, encouraging wider adoption among pro riders and events that were previously cautious due to brand affiliations. For the everyday kiter, the app and existing hardware continue to function as normal while the team begins the next chapter of sensor-based development.