"Go big or go home."

It’s long been the motto, almost a dare, in big-wave-surfing circles.

It’s long been the way Kainoa McGee has ridden his dreams.

His life has been a set of waves, each bigger than the next, from bodyboarding to surfing — shortboard, longboard, tow-in — to standup paddling … all at the professional level. Throw in an odds-defying recovery from viral encephalitis that left him in a coma for three days, and the word "challenge" merely means "what’s next?"

That would be the Kainoa McGee Board Company.

The 39-year-old waterman and lifeguard has launched a line of stand-up paddleboards featuring his signature "upside-down star." It’s the start of what McGee hopes will include all of his disciplines: bodyboard, surfboard and SUP.

"When I dream, I dream really big," McGee said. "This is something that’s been in the works for a few years. I had offers from another company to be under their umbrella, but I kept coming back to, what if I owned my own company?

"Originally it was going to be bodyboards, what I’m most known for, but then SUPs started going full blast. Calling it a board company encompasses any kind of board. We’re not limited. It makes total sense."

It’s also been a total crash course in business. He went to China, where the boards are produced, and worked with the factory on the shaping programs. The striking graphics are by James McGough of Royaltee Lifestyles.

McGee designed the boards, using his personal experiences on shortboards for increased maneuverability. The boards are stable enough for flat-water use and have a pulled-in nose and tail design that allows for waveriding.

He’s also been experimenting with various woods, looking for the right combination of buoyancy, durability and maneuverability. The lightest currently is 11 pounds for a board that measures 8 feet, 11 inches.

"It’s exciting having my own company," he said. "I get to be my own guinea pig, make stuff for others but also make stuff that will help me continue to compete on tour."

McGee went out on the inaugural World Stand-Up Paddle Tour last year. His goal was to finish in the top 16 in order to be seeded this year and not have to qualify for events; he finished 15th.

McGee is doing the distribution himself, working out of a space below the home of his wife’s grandparents in the Kapahulu area. There currently is a referral rewards program that gives $100 back to a customer whose referral results in a sale.

The initial release has 10-foot, 10-6 and 11-6 boards ranging from $1500 to $1800. The price includes an accessory pack with carbon paddle, deck pad, tail pad, leash, fin set and bag.

In a year or so, KMBC hopes to release its bodyboard line.

"It’s exciting, but it’s a lot of work," McGee said. "If we get rich, fine. But if not, my No. 1 goal is to get a superior product out there with superior customer service.

"It may take longer than I want it to take, but I want to do it for the right reasons and do it the right way. I don’t put my name on something that I don’t believe in."

Lessons and board trial are available through the Kainoa McGee Surf Academy, go to www.kainoamcgee.com.