Insight - Catharina Edin

Catharina Edin has been making waves in the womens kiteboarding scene for a long time now, she has recently taken on a marketing role at Naish and is now riding for them too. We sit down with her and find out what makes her tick. Check it out here!

Hi Catharina, It’s great to have you here. From modelling to blogging to competing to marketing, congratulations on your new role at Naish; how exciting! Can you tell us what growing up in Sweden is like and how you initially ended up in the kiteboarding world?

Thank you so much. It has been a long and exciting journey leading up to this opportunity at Naish. I grew up in a small surf town in Sweden, and thanks to my parents' interest in sailing, I spent a lot of time on the ocean as a kid. I used to work in the local surf shop and had friends who were into kitesurfing, so it felt natural to try it. Back then, it was all just a dream: to travel the world, compete on the world tour, work on video projects, be in magazines... The list goes on. Looking back on all the achievements and goals I've accomplished over the years feels surreal. Over the last year, the idea of taking on a new challenge slowly grew on me. Taking on the combined role with Naish felt like the most natural step, and today, I'm exactly where I'm supposed to be, which is a fantastic feeling and so rewarding.

Transitioning from a team rider to a marketing position must be attractive. Please tell us more about that. Do you have previous marketing experience? 

As mentioned earlier, my role at Naish involves a part-time position as a team rider. This allows me to work behind the computer part-time and also spend time on the water when it's windy. I have completed several marketing courses and have a genuine interest in social media and marketing in general. I am very creative, and the experience I have gained as a team rider, as well as working with brands outside the industry over the years, has involved producing and planning content, leading to this opportunity.

Core Kiteboarding | View in Mag

Eleveight Kites | View in Mag

What are the biggest challenges and opportunities in combining your passion for kitesurfing with your creativity in a marketing context? 

The biggest challenge or realisation is understanding how much time and effort goes into marketing. As a team rider, I know that you only see a small part of all the work and arrangements needed for something that "seems so simple," haha. I have great colleagues, and together we make a strong team with endless opportunities. I have a seamless understanding, and I am very passionate about helping, giving tips, and providing guidance to riders on social media and how they can maximise their full potential on the marketing side.

What excites you most about joining the international rider team at Naish?

The new Naish gear is excellent, and it's very convenient to have kites, wings, boards, and foils all from the same brand. I'm excited to push my winging and foiling game even more this year. In a couple of weeks, we have a product shoot in a place I've never visited. There are constantly new and exciting things coming up along the way.

Do you plan on staying mainly in the UK or travelling around? Are you able to work remotely in your new role at Naish?

I work remotely on a freelance contract, allowing me to travel between my bases in the UK, Sweden, and Cape Town, and join trips and shoots.

Tell us about your ‘Trip to Cape Town Travel Guide’ and what inspired you to write it. What destination is next?

I have been travelling to Cape Town for over a decade for kitesurfing during the European winter months. Many reasons draw me back year after year, including the food, nature, and people. The numerous messages I received asking for travel tips to Cape Town, along with the ever-growing list of eateries and activities, inspired me to write a travel guide. I was surprised when the guide ended up being 100 pages long. While I don't think I'll write another 100-page travel guide, who knows? Maybe a few small editions will be released at some point. When you purchase the book, you automatically donate to a particular organisation in Cape Town, helping kids in need learn how to sail an optimist. Giving back to the community and learning how to write a book properly has been incredibly rewarding.

Will you be competing on the GKA Kite World Tour?

Maybe... I won't do the entire tour again, but I might make a few stops here and there, depending on the location.

ION Products | View in Mag

Woo Sports | View in Mag

Could you share one of your most memorable experiences while travelling the world in search of the perfect kitesurfing conditions?

I went on a trip to Madagascar with Jalou Langeree, Olivia Jenkins, and the camera crew Ydwer Van Der Heide and Mintautas Grigas. We filmed "118ft of Freedom" while staying on a boat and sailing around the south of Madagascar to kitesurf remote spots. One of my most memorable sessions was when we found a wave in the middle of the ocean.

You’re continuously motivated and inspired to try new things outside your comfort zone. What’s your top tip for someone working up the courage to try something new? 

Check in with yourself regularly. Don’t let your surroundings limit you from chasing your dream. Stay curious and ask questions.

Can you share any upcoming projects or goals you have for the future, both in your kitesurfing career and your new role at Naish?

I can't disclose much, but there are exciting developments at Naish. Our goals are confidential; only time will reveal them!

Thanks, Catharina; best of luck! Hopefully, we’ll catch up in the UK this summer.

Yes, absolutely!