Over the last couple of years I have had my share to say about Surf Tech and the so called Surf Industry in general. In the spirit of fairness I would like to offer a different perspective.
To start with; most of the complaints I hear about Surf Tech (other than from those that simply don’t like the way they ride) are from shapers that either cannot be a part of it because they have not been asked or don’t want to be a part of it because of the perception that a pop out will somehow taint their perceived credibility as a Shaper. Others simply enjoy their craft of hand shaping surfboards and have no desire to be part of mass production with all of the pushing, pulling, and hype that usually goes along with marketing. Is there really a right way to make a surfboard? Is there really anything we surfers refer to as “soul” to making a surfboard by hand and does a surfboard mass produced lack it?
My brother who does not surf made what I thought was a great one liner when discussing Surfing and surfers in my old Surf shop. He said…”When cool is a factor you already have a problem.” As much as some of us hate to admit it… that does seem like the case sometimes. Where do you think we get the elitist mentality shown by many surfers, surf shop owners or board builders? I don’t think these are the majority and I have to say within our sport exist some of the most creative and down to earth people on the planet. I also think the social aspect of our sport is one of the overlooked things that makes surfing special. Yet the too cool for school factor is there and is pretty much what drives the industry side of the surf business.
Like most successful businesses Surf Tech is a company born out of creativity and vision by someone who saw a need in the market and has been clever in his marketing approach to become one of the most well placed Surfboard lines in the world. Love them or hate them, you cannot deny the success nor the fact that many that buy them like them and go back for seconds or thirds. They fulfill a niche in the market place that they continue to improve upon and like it or not …they may one day become the standard instead of the niche.
Sharp business people have a knack for predicting the future and preparing for it. Could Randy French be one of those? Look at the fear that existed for the first couple of weeks after Clark Foam closed it’s doors. If your at the mercy of one supplier or Technology then your asking for it when it hits you in the face. If you’re a shop owner and you put yourself at the mercy of any particular board builder or name brands…your asking for it when they can’t produce or go out of popularity. Surf Tech has to some degree solved this problem for the store owners and allowed many retailers to make better margins on the product .
Back to the “cool” factor; Is there really any such thing? Is the actual hand shaping of a surfboard any more “cool” or any better than simply putting one into a mold or being cut by a computer design? In reality how could it possibly be? In perception is certainly still lingers. If a surfboard floats you properly and allows you to enjoy riding waves …why should you care how it’s made? Other than personal preference and quality differences …why should you care who makes it? I personally enjoy dealing with my friends that make surfboards and I enjoy having the freedom to try different shapes from time to time instead of simply dealing with the designs in the racks, but many surfers could care less as long as they like the shape. Yes I believe outsourcing is gong to cost our country dearly in the future, but that’s the market and that’s reality. Right now Surf Tech does not make one bit of difference to popular board builders that choose not to deal with them. Most enjoy their work and have more than enough of it. The rest have to deal with things how they are…not how they wish them to be.
We probably have one of the best times in the industry from the surfboard end of it. There are way more foam alternatives, epoxy is becoming more popular, pop outs don’t have as much of a stigma as they used to and in fact are the preference of some, almost any design put out is accepted or at least considered, quality craftsmanship is probably more appreciated now than it’s been in years with the birth of the retro revival and we only have a few more years of Bush (just kidding).
The one bone of contention for many is the huge push by Asian products into what was for years the realm of the local shaper or major labels. This is not necessarily a bad thing …the bar has been raised for some and as one of our favorite epoxy gurus points out…create a better product or suffer the consequences. Imagine being a saddle maker when we switched over to automobiles? Funny thing is even some of them found a way to success in spite of the change.
Is Surf Tech looking out for the interest of the industry as a whole or the shapers …I seriously doubt it. Should that be a concern of anyone? Probably not. They are simply a company that decided on success over mediocrity and influence over passiveness. In other words…they are shooting for the stars so they can retire with lots of chips in their corner instead of trying to live some perceived lifestyle. Lifestyles that in some cases were not the plan only the result. Most people I know if given the easy choice of having a million given to them instead of fifty thousand…take the million. In business some figure out how to make the million by sacrifice while others never make it because they don’t want to do what it takes. There is room for them all. Don’t expect the owners of Surf Tech to act any differently than you would expect the owners of any other business to act if they want to be sucessful or to care about those not part of their business plan. They are trying to sell you a product and have done their homework on quality and marketing.
I suspect the most important thing is to be true to yourself , don’t believe anything you read in a publication that takes advertising dollars, ride what you enjoy riding and can afford to purchase, be wary of all institutions and don‘t allow someone‘s elitist attitude to influence your decisions. It all works and no one is any more important than the next guy.
As for me….I will always enjoy those paddle outs to the horizon regardless of the board I choose to get me there and I will always have a soft spot for those characters within our sport who didn’t cave in to the temptation to go big in a sport that was never intended to be big. To me it’s always been about being out there …not being in. I would hope that my mind remains open to new designs and new tech. once it’s proven.
Having said that…I still admire good business plans and Surf Tech certainly qualifies.