Beer cooler inspired waterproof MP3

[Plex]

� Small, durable, waterproof and surf-friendly MP3 player
� Device works 10 feet underwater
� No extra software required


SAN DIEGO, California (CNN) -- Ask those who ride the waves, and they'll tell you surfing and music are like searing sun rays and cold beverages, wet suits and wakeboards, sand and sandwiches. They just go together.

But until recently, they couldn't be used together, most electronic music players being no match for crushing, soggy waves. But Freestyle Audio is among those shooting to change that, with its signature waterproof MP3 player.

Created by electrical engineer and surfing aficionado Lance Fried in 2004, the San Diego, California-based company has partnered with leading adventure sports firms and retailers, consciously avoiding alliances with big-box retailers. Fried's aim is to create a product that is small, durable, simple and a staple for surfers, wakeboarders, snowboarders, swimmers, and anyone participating in "any type of activity that you either get wet; or sweat." (Watch how a beer cooler inspired the waterproof MP3 )

"We've gotten tons of testimonials from professional athletes and just general consumers that this little unit fits a great need in the market," said Fried. "So we are pretty stoked about it."

Weighing 35 grams and with four buttons (and no screen), the Freestyle MP3 fits snugly into most wet suits or on a small armband. Retailing nationwide at local water-sports shops (and sometimes under the guise of other brands, such as Liquid Tunes) for $150 and up, the player reportedly turns out tunes even when up to 10-feet below water. (Read about other inventors' rush to stay ahead)

Freestyle doesn't offer the only waterproof MP3 player on the market, but surfer and surf industry insider Toby Ogden says that this device's size, durability, and sound quality set it apart.

Regardless of the precise player, surfers say music is integral to their lives -- and an ideal background when they're out on the waves.

"To be able to listen to music in the water is an incredible thing," said Ryan Ragan, a pro surfer the last eight years who is sponsored by Freestyle Audio. "It really gets me amped when I'm [doing] crazy turns and just having a blast. It brought my surfing to a whole new level."

Party player
One other thing that goes with good music and good surfing: A party. Appropriately, that is where Freestyle's waterproof player was born in late 2003.

"I was actually reaching into a cooler to grab a beer, and my MP3 player slipped off my hip and fell in and fizzled," Fried recalled.

The Southern California resident's initial frustration, however, gave way to innovation.

"Living here on the beach and looking out on the surfers everyday, it dawned on me that there was a niche," he said.

With no software required, consumers can charge and install songs onto their Freestyle MP3 via their computer by plugging in their USB port and then dragging-and-dropping songs onto the external drive.

The MP3 player "can take a pretty good beating" on the waves or the slopes, according to Fried and some of his surfer friends. Julia Christian lauds the device's "super small" size and easy-to-use interface, while fellow long-time professional surfer Ryan Ragan (who is sponsored by Freestyle Audio) said he doesn't "go surfing without [the MP3 player]: It's my favorite tool."

"The unit is awesome," added Kassia Meadow, who says she thinks about surfing morning, noon and night. "It's super light, which is killer. And it fits perfectly in your wetsuit or on the little armband [and] you don't have to worry about it getting all jacked up."

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