Built from the water up
Aquatic Rehab is a New Zealand spearfishing brand founded by two people who actually dive. Everything we make is shaped by real experience in the water — not templates, not guesswork, not outsourced design decisions.
Luke Potts
Founder & DirectorLuke has been spearfishing and building an audience around it for over 15 years. He's an underwater cinematographer, content creator, and the creative voice behind the brand — @luke_likes_ledges on Instagram with over 21,000 followers and a verified blue tick.
He's appeared on the Noob Spearo Podcast multiple times, sold out a 2.5-hour spearfishing seminar on its first run, and is the person who decides what goes into every product before it ever reaches the water. The wetsuit took four years of testing before it launched. That's the standard.
Henry Wouters
Co-Director & OperationsHenry runs the engine room. Logistics, shipping, order management, financial strategy — if it keeps the business running, it runs through Henry. Business degree background, commercially sharp, and the reason orders actually get out the door correctly and on time.
He and Luke communicate daily. Between them they cover every part of the business — from the product in the water to the package at your door. There's no department of people here. It's two directors who give a damn about what they're building.
How this started
Aquatic Rehab didn't start as a business. It started as a YouTube channel and Instagram presence built over 15 years in the water. Luke was diving, filming, and sharing it long before there was a product to sell — and that community is the foundation everything else sits on.
The wetsuit came from frustration. After years of using suits that didn't perform the way they should — wrong fit, wrong features, wrong materials — the decision was made to build one properly. That meant Yamamoto 39 limestone neoprene, a feature set designed around actual diving conditions, and four years of real-world testing before the first suit went on sale.
The crowdfunding campaign launched in July 2024 — the worst two months for spearfishing sales in New Zealand. It hit its target in four weeks. Over 700 suits have been sold since, across 12 countries, with no paid advertising driving most of it — just a community that trusts what the brand says because it's always been honest.
Aquatic Rehab Limited was formally incorporated in late 2024. Two directors, no outside investors, no compromises on product quality. That's how it stays.
The principles behind the product
These aren't marketing lines. They're the actual decisions that get made when building gear and running the business.
Test it first
The wetsuit took four years in the water before it was sold. That discipline applies to everything. If we're not sure it's good enough, it doesn't ship.
Features for a reason
Strapless bottoms, white safety strips, utility pouches, grip zones — every detail exists because it solves a real problem in real conditions. Nothing is there for aesthetics alone.
Built by divers
Luke dives. The gear is designed around what he and the community actually need in the water — not what looks good in a catalogue or fits a generic product template.
Run clean
Two directors. No middlemen. No inflated margins hiding behind a brand name. The price reflects the product, not a head office in another country.
Community first
The brand was built on trust before there was a product to sell. That trust is worth more than any margin, which is why the community gets honesty — not marketing spin.
Long game
No profit was built into the crowdfund. Profitability was forecast from year three. That's the pace of a business being built to last, not flipped.
Key milestones
Brand begins
Aquatic Rehab starts as a YouTube channel and Instagram presence. No business entity — just Luke diving, filming, and building a community.
Wetsuit development starts
Design and testing begins on the Aquatic Rehab wetsuit. Four years of real-world use before any product goes on sale.
Crowdfund succeeds
PledgeMe campaign raises approximately $149,000 NZD in four weeks — during the worst two months for spearfishing sales in New Zealand.
Aquatic Rehab Limited incorporated
Formally incorporated as a New Zealand company. Two directors. No outside investors. Built to last.
700+ suits sold
Over 700 wetsuits sold across 12 countries including NZ, Australia, USA, UAE and South Africa.
First seminar sells out
Luke delivers a 2.5-hour spearfishing seminar — 50–55 tickets at $50 each. First event. Sold out. Strong proof of demand as an educator.
Expect better
Premium spearfishing gear built by people who actually use it. If you want to know what we've built, the best place to start is in the water with it.