Why Does Apex Watercraft Exist?
What drives us at Apex Watercraft? What is our purpose, and why do we create what we do? These are fundamental questions, especially when producing a promotional video.
Rather than crafting a typical highlight reel full of whitewater glory—shots of daredevils tackling gnarly rapids, towering waterfalls, or pulling off jaw-dropping tricks at the Freestyle World Championships—we aim to create something different. Something real. We want to capture experiences that reflect how you might enjoy the water.
Yes, if you’re a die-hard creek or play boater, we can highlight that adrenaline-filled side of paddling. But where Apex truly shines is in making paddling more accessible, more enjoyable, and more sustainable for everyone. Our mission is simple yet profound: “To enhance and extend your paddling career.”
The joy of a boat that you can hold over your head easily with one hand… It is how Apex illustrates one of the main benefits of our carbon fiber kayaks.
Capturing Purpose in a Video
How do you visually convey such a purpose? It’s tricky to show the lightweight nature of our kayaks on video, though we have photos that hint at it. The craftsmanship and beauty of our designs are best appreciated in person, but a video can offer a glimpse of their artistry.
easy peasy
Ultimately, it’s not just about the kayak—it’s about the experience. Getting on the water with friends, sharing laughter, and embracing the joy of paddling are what truly matter. A high-performing, lightweight, beautifully crafted kayak amplifies that joy. For some, like older paddlers or those who aren’t naturally strong, it can make the difference between heading out for an adventure or staying home. And those steep, grueling hikes to and from the river? Why endure them with a kayak twice the weight of an Apex?
Joe and EJ hiking back from paddling
This video aims to evoke that feeling: freedom, ease, and a passion for paddling.
Meet Joe and Chloe
The video features two very different paddlers, Joe Ball and Chloe. Chloe, a member of the USA Junior Team, is a freestyle kayaker chasing excellence at the next World Championships. Joe, a retired and disabled Army veteran, seeks a kayak that makes paddling easier, more enjoyable, and better-performing.
Then there’s me. I want to win races in my Ringer, dominate freestyle events in the Rebound, and savor the lightweight, high-performance design of the Ringer on every river run. Apex is for paddlers like Chloe, like Joe, and like me—for anyone who wants to elevate their experience on the water.
EJ competing in the World Freestyle Championships
The Bigger Picture
This video isn’t just about showing what we can do; it’s about helping you imagine yourself in an Apex. If it sparks a smile, a spark of curiosity, or even a decision to consider an Apex kayak, then it’s done its job.
Yes, Apex kayaks are an investment. At $3,250, they aren’t cheap. But the price isn’t what holds most people back. Often, it’s misinformation—the myth that carbon fiber kayaks aren’t suited for whitewater. This misconception, perpetuated by competitors or assumptions, is far from the truth.
Over time, the reality becomes clear: carbon fiber kayaks aren’t just viable—they’re revolutionary. Durable, lightweight, stunningly crafted, and a joy to paddle, Apex kayaks are redefining what’s possible.
Apex Watercraft exists to lead that charge. We’re here to show the world that carbon fiber kayaks aren’t just for elite paddlers—they’re for anyone ready to enhance their paddling experience.
What’s not to love?
So without further ado…. here is our first of 4 videos aimed at expressing what being an Apex paddler is all about. Will you be joining our growing group of Apex paddlers?