InPrint
Crisis, What Crisis?
An article by Robert Masters
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Gone were the days where there were clear lines between manufacturers, distributors and dealers. Manufacturers and distributors were now running dealerships. Decisions relating to marketing and sales were becoming more complicated than ever.
It’s not always easy to know what’s best. Do you work with a large distributor, accepting that you are just one spoke in their wheel? Or do you venture out on your own, using motivation and focus to your advantage? There was much for Naish to consider. First and foremost: why were they not enjoying as much exposure in the market as they hoped for?
According to Mark Bandy of East Of Maui, “I don’t think Naish had a great presence in the 130 to 150 liter range boards in recent years partially because of the marketing of Naish products by North Sports - and partially some of the Windsurfing Magazine reviews.”
After analyzing the American marketplace, Naish decided it came down to the level of energy and passion that went into selling the products. There were also legitimate reservations about how certain aspects of product marketing, closeouts and pricing were being handled. What may be good for a distributor may not be so great for one particular represented brand - and Robby had to take this into consideration when assessing their position.
Also, was the brand being perceived as Naish intended? Was Naish’s message being diluted? Was their involvement in kiting affecting windsurfing sales? Did the gear need to be re-designed to focus on mainland sailors? What would it take to improve sales in the USA?
Robby says “the image of the brand, the perception of the brand was very much up to the distributor to translate our stuff through to the consumer and dealer. That clearly in the past wasn’t done as well as it could have been.”
He concluded that in addition to a continuing evolution of products aimed at a wider audience, they could increase their market penetration and support their dealers more efficiently by working with the dealers themselves.
So they decided to take fate into their own hands and set up a distribution company in the USA. Robby’s position was “go all in, or go home.” He clearly did not want to lose at anything - and was ready to give it his all to build a dealer network in the USA of which they would be proud. They were ready to take it to the next level, or die trying.
Charlie Burwell, formerly of DaKine, was hired to run the show. According to Naish, they’ve been on overdrive ever since. “It’s our first fiscal year and we’re way over double what we did the last couple of years. And we’re just getting started.”
Naish then decided it was time to take one step further, by opening up retail stores in areas such as Tarifa, Tahiti and Maui. It was vital to be able to showcase their products in an environment where they had complete control of how the goods were displayed and presented. “We needed a showcase store where people could touch and feel and ride the new stuff.”
Robby was also jazzed about the retail stores as it allowed him one more way to see how people made purchasing decisions - giving him a direct portal to customers and providing valuable feedback.
Opening these stores upset a few people, namely the local dealers. But it was one more step that Naish felt necessary to benefit his global marketing network.
These moves put Robby and his team in uncharted waters. But Robby wasn’t one to back down in the face of a good challenge. For Naish “I was ready to give it my all - and have fun trying.” He was prepared to risk what he considered necessary to succeed in a changing marketplace.
And when the next revolution in watersports arrived, Robby was once again ready to jump on board.
In the same manner he was drawn towards kiting, Naish was intrigued by Stand Up Paddle boarding. The consummate waterman, Naish said “I’m into the best use of the conditions available in the amount of free time I’ve got”.
So Naish started making SUP boards. They have poured a good deal of money into product development and a new surf ad campaign. One more risk – or one more opportunity.
Changes happen not only on the water. In the world of marketing, things never stand still and as such, Naish has been keeping the company current.
“In the old days, we’d put out a DVD” Naish points out. “But now, by the time we got a DVD out, the stuff was already out of date”. Recognizing the impact of sites like YouTube, they decided to launch Naish.tv.
It allows the company to produce and distribute short format videos and post them on-line on their own schedule. Team riders are also producing their own clips and posting them on the site.
Naish has also re-designed their website from the ground-up, which Robby is both pleased and dismayed about. Pleased, because he likes the way it looks and communicates information. Dismayed, because it adds considerably to the marketing expenses.
But Naish says he’s committed to an industry that he never thought would evolve and fragment in the way that it has. Despite the additional challenges such a diverse marketplace presents, he seems optimistic about the future.
“We’re spending way more on advertising than ever was done in the past” says Naish. “We’re investing in the brand and the future of the brand. There’s no other way to do it.” It seems to be working. Robby says last year was their best year ever.
Steve Gates agrees. “Naish has a lot of traction right now. Last year was a very strong year for us with their sails. With boards, they really stormed back last year with their Global Waves and then this year with the addition of the All Terrain. They’re positioned very well to regain whatever strength was compromised a few years ago.”
His company has evolved into a business focused on enriching the lives of people who use their gear, regardless of whether it’s a kite, windsurfer or surfboard. They see themselves as “toy makers for grown-ups, putting out quality products that people can enjoy.” They offer over 400 different products through their various divisions, from beginner to high performance equipment.
Dealers seem to be stoked that the company has a presence in a variety of sports. They like the fact that Naish and his senior staff members are accessible to them. The feeling that Naish is totally committed to the quality and reputation of the products helps add credibility.
Robby seems content with the company’s positioning in the windsurfing market. They are enjoying good popularity in the freeride and wavesail business and are also quite happy to create niche products such as their speedboards. Sales wont go through the roof with such products, but they enjoy the prestige that comes with having held both the windsurfing and kiteboarding world speed records. In the meantime, Naish's wave, freestyle and freeride products continue to be the main thrust of their windsurf board and sail business.
Naish’s approach is more grass roots than many of his competitors, working with national and regional sailors. According to Robby ”it’s not just about following the herd and doing the same old thing.” Robby is still like a young kid when he hangs out with his protégées, sailing with the same level of enthusiasm and verve as he did when he was half the age he is today. One gets the sense it keeps him young, just getting the energy and vibe from these motivated kids.
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In addition to doing the obvious - making gear better, lighter, faster, easier to use and more durable, Naish is committed to making watersports desirable to a new generation.
Robby wants to see kids “drop the remote control and start living real life away from the TV set and computer.” He loves that these sports are healthy and good for you - and has made a line of gear just for kids. He’s quick to point out that “we’re committed to trying to make the sport not just accessible, but desirable to a new generation.”
Robby is working hard to keep windsurfing “cool”, feeling that this is a vital aspect of continued growth and success. According to Robby, “if all kids see are forty year-old guys in booties, wetsuits and helmets sailing flat water, no one will want to do it”. But with flat-water freestyle and kids like Kai Lenny and Bernd Roediger ripping it up, he is filled with hope.
He also sees potential for growth with baby boomers in light wind locations. “If we can actually get people out on windsurfers which are longboards and stand-up-paddle boards, where it’s not considered to be totally kook, then we have the potential for growth again.”
Regarding the current size of the industry, Robby sees an upside to being involved in unusual sports that everyone doesn’t do. For Naish, “if this is how big windsurfing is, I’m fine with it. I don’t need to sell any more than we sell.”
But, should any of these sports grow, he and his enthusiastic team of designers, riders and marketers appear motivated to do what it takes to keep the name of Naish living on as a legend in the world of watersports.
But what of my mission, to uncover the events that drove this company to enact such measures? Why were all of these things needed - the new websites, the media push, sponsoring events, the new ads? How could the company require such Herculean efforts?
What was the driving force - necessity, or opportunity? Was it desperation, or a desire not to be complacent? And was it major breaking news, or just another chapter in daily business? It is really just a matter of perception.
My take is that Naish International was and is doing nothing less than any other forward-looking entity wanting to make it in this ever-changing world. In the same way that Robby charges a fifty-foot wave, it’s only natural that he approaches his business with the same gusto and enthusiasm.
What seems like a bold move to one person is not even an issue for someone else. What some people see as insurmountable challenges and huge obstacles, others see as new opportunities and greater adventures. And that’s how it is with Naish. To some, he’s living life right on the edge, taking huge risks, putting it all on the line, exposing vulnerabilities and risking all. To Robby, it’s no big deal. He’s just doing what he likes to do, living life at his limit – and having a great time doing it.
RobbyNaish
Many thanks to Naish International, Windsurfing Magazine and Darrell Wong, who provided the photographs for this article. To check out more of Darrell’s work, check out our
StableRoad - Darrell Wong Photo Album or visit his web site.
Robert Masters is an Emmy Award Winning editor / cameraman living out his dream on the island of Maui. When not involved in water awareness projects or the “job du jour”, you’ll find him out windsurfing at Camp One. For comments or questions, you can reach him via e-mail.
