When we say handmade...
Ask anyone who has done extensive hangboard training - plastic hangboards will shred the pads right off your fingers. For long, effective training sessions the soft texture of wood is the only way to go. Save your fingers for climbing.
Certain, cheaper, woods like poplar/tulipwood have a very tight grain, which give them a comparatively slippery texture. This reduction in friction means that you need to either reduce the roundover (resulting in sharp, uncomfortable edges), or increase the depth of the hold (resulting in less effective training).
Ash wood has a more open grain, which gives it the soft, comfortable feeling of wood with a grippy texture perfect for hangboard training. It allows us to incorporate a comfortable 1/4" roundover on each ledge without compromising training effectiveness. It also just happens to look incredible.
You've probably noticed that our hangboards don't have the common "cheese grater" design of other hangboards. Other companies seem to want to impress you with a long list of included holds, but all those "extra holds" are really just adding unnecessary limitations. It adds nothing to your training to have a specific "3-finger pocket" when you can simply use 3 fingers in any position on any rung. By not adding those unnecessary finger width restrictions on our hangboards, we actually enable the maximum number of possible holds.