Success Stories: Rod MacKay and Chris Gray Extreme Solutions International
A Western Australian company is making big waves in the international surfing scene, following the success of Spindek, its rotating traction surface for surfboards.
The business, Extreme Solutions International, is operated by former IT managers, Rod Mackay and Chris Gray. Sharing a long-term passion for surfing, the men sell their surfing-related products under the brand name, Soggy.
Rod says he has been experimenting with surfboard designs since 1998. In fact, his Spindek product is a modification of a more elaborate, finned design he originally trialled.
It took almost four years to perfect the Spindek design and manufacture a mould. Today the business operates out of a factory in Bibra Lake and sells to the world.
During the development of the business, Rod tapped into several services provided by the Small Business Development Corporation (SBDC). He contacted SBDC’s Business Information and Licence Centre for licence information and business management books.
Through the SBDC’s Business Innovation Development Scheme, he received guidance and support to commercialise his product concept. More recently, he has liaised with SBDC’s TradeStart officer in generating export contacts.
“Our Deck Grip products can be produced in one-tenth the time of our competitors’ products, as there are no competitors to Spindek,” Rod said.
“We now have the largest range of deck grip options in the world,” he said.
“We have also drawn on our IT experience to optimise online sales. We average 15,000 hits per month and online sales generate 25 to 30 per cent of our revenue.
“Our two primary markets are Japan and the US. A lot of people are surprised to learn that the Japanese are the leading surf product consumers in the world.
“Through TradeStart, our products were promoted in Japan. A young entrepreneur — with an interest in surfing — has since started promoting, distributing and retailing our products
.
“Unlike other countries in the world, Japanese surfers tend to be wealthy, so they are particular about the products they use and are prepared to pay for top quality.
“We aim to secure a one per cent share of the Japanese surf market within two years.
“Other countries we are negotiating with include the UK, South Africa and Indonesia.
“In addition to our initial products, we manufacture surfboard bags, leg ropes and rash vests. We’re considering manufacturing wetsuits, too.”
Rod said the plan for the next seven years is to build a truly international surf label. Exporting water tanks to his home country of South Africa has proven a
successful business decision for Brian van Rooyen of Heritage Tanks Australia
Pty Ltd.
