Founder’s Story – Laura Christie

Lifted was born from a conversation in Egypt — but its roots were always in Brazil.

That’s where Gabriel and Danilo were from. Two Brazilian kiters from Preá, a small fishing town in the northeast. I met them in Egypt, where they were working the season because there was no work at home during the low wind season — a reality for so many local riders and instructors in Brazil.

As with most Brazilian instructors I’d met, they were strong riders. Passionate. Deeply connected to kiteboarding. Gabriel told me how he got into the sport as a kid — his mum worked at a beachfront restaurant and used to bring him along. He’d sit on the sand watching the kiters, mesmerized. That curiosity became a calling. But despite years in the industry, he had never owned his own gear.

When I heard that, I didn’t need to think twice. I gave him my kite, sourced a bar and board, and handed them over. Later, when I introduced him to my friends, they asked if he was a kite instructor, he laughed and said “Of course I’m a kite instructor. I’m from Preá. The only jobs there are kiting or fishing.”

That sentence hit me hard, and suddenly, I couldn’t un-see it.

Back in Brazil, I had already noticed the same story everywhere: incredible local talent completely unsupported. Kiteboarding schools, pousadas, and tour businesses — almost all foreign-owned. The tourism economy was built on Brazilian wind, yet local athletes were on the sidelines, traveling to Egypt just to make ends meet during the off-season.

In that moment, I knew I didn’t just want to give away a kite. I wanted to change the system.

That’s when José came into focus.

I had been following his Instagram page for months. The idea for Lifted was barely forming in my head,but I knew — he was the first person I had to speak to.

José wasn’t just talented. He was relentless. His riding had technique and passion, but what struck me most was how much effort he poured into every part of his growth — from training and self-filming, to editing reels, translating subtitles, and staying visible with almost no resources.

The barriers he faced were obvious:

• No access to high-performance gear.

• No sponsorship or paid travel.

• No structured support — even as less-skilled European athletes flew to competitions with full media teams.

What José lacked wasn’t skill or drive. It was infrastructure. Investment. A system behind him.

But then I asked myself: Even if we solve that — even if we fly these athletes to events and give them their dream for a season — then what?

Because in competitive sport, younger riders will always rise. And when they do, those who came before often fall through the cracks. That’s not transformation — that’s a lottery ticket. It’s not enough.

I wanted to build something better. A model where elite athletes don’t just succeed — they create systems of success around them. Where leadership, not just talent, is rewarded. Where a rising athlete can lift their whole community with them.

A way to redirect resources into the people who hold these kiteboarding economies together — and help them do what they’re already doing, with the tools and funding they’ve never had access to.

It’s not about saviourism. It’s not a short-term dream life.

It’s about equity. Sustainability. Community-based legacy.

This is a global vision — but Brazil is where we begin.

People want to help. The passion that exists within local kite communities is undeniable. I’ve met

countless individuals and witnessed grassroots efforts from both locals and foreigners who want to make a difference world wide — people who’ve donated gear, time, and energy with the best intentions, just like I did at the beginning. But what’s often missing is a structure that can absorb and direct all that good intention into sustainable, scalable outcomes.

Lifted aims to be that structure.

We’re building something that’s not only purpose-driven, but systemised. A model that doesn’t rely on one-time acts of generosity, but channels collective effort into long-term change — with measurable impact, professional standards, and a framework that others can plug into. The goal isn’t just to help individuals, but to create an ecosystem where talent is noticed, nurtured, and reinvested — again and again.

— Laura