These Childhood Pals Designed A $1.2M/Yr Stand Up Paddleboard –

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Whats up! Who’re you and what enterprise did you begin?

I am Shenglong You, one of many co-founders of Thurso Surf. We make award-winning stand-up paddleboards packages with best-in-class equipment to make each step of your journey to the water simpler than ever so you possibly can deal with having enjoyable on the market.


Shenglong You, co-founder of Thurso Surf

Our flagship product is the Waterwalker All-around SUP (an inflatable stand-up paddleboard or iSUP). It is available in totally different sizes and colours with an attention grabbing design impressed by classic surf tradition. Its ultra-versatile, the all-around form is a perfect match for everybody from freshmen to extra superior paddlers who wish to do all of it on one board; cruising, touring, yoga, fishing, browsing, paddling with pets, you identify it! For these with a extra specialised journey in thoughts, we additionally supply a full lineup of inflatable paddleboards and equipment which are dialed into the best way you like to paddle.

I launched our first product line with my co-founder and childhood good friend on Amazon in 2017 as a technique to check the market and validate our product concepts earlier than following up with our on-line retailer and absolutely realizing the product line at for the 2018 season.

Since 2018 after we launched we’ve grown quickly and earned a reputation as among the finest SUP manufacturers within the extremely aggressive mid-range market. We have bought 1000’s of boards in dozens of nations, together with the US, Canada, the UK, and the EU. We’ve been named one of many prime blogs within the SUP sector and we have seen visitors improve 16X since our first 12 months in operation with gross sales not far behind. We’re nonetheless in speedy progress mode and do not plan on slowing down!


What’s your backstory and the way did you give you the thought?

As I discussed, Thurso Surf began after I reconnected with my childhood good friend Yu Li, over paddleboarding. We might each gone our separate methods for years and made it by faculty. He joined a tough prime SUP producer and I continued at school to finish a Ph.D. in fluid dynamics. After we met once more, 15 years after we final met, he received me into the game. At that time, inflatables had been round however they’d but to achieve mainstream traction.

Paddleboarding is simple to get the grasp of so it was a variety of enjoyable beginning, however as we progressed, we shortly considered modifications that we might make to our starter boards to enhance the efficiency, stability, and person expertise.

After we went searching for alternate options in the marketplace, we simply could not discover the gear and equipment that we wished. For some purpose, it did not happen to us to take “no” for a solution and simply stay with the stuff we had. Perhaps it has to do with the engineering mindset, however as a substitute, we simply began tinkering. As soon as concepts had been flying backwards and forwards there was no turning again.

We might been watching the innovation occurring within the inflatable SUP house and knew that is the place we wished to start. Not like hardboards, inflatables are a complete gamechanger for comfort and transportation. You’ll be able to roll them up and throw them within the trunk of your automobile, hop on transit, and even take it on a aircraft! Even higher, you possibly can retailer them in any closet in your condo. Which means the chance to start out paddleboarding on an inflatable is open to so many individuals.

On prime of that, know-how is transferring quick. Superior drop-stitching methods are producing an increasing number of inflexible boards and eroding the efficiency benefit of epoxy SUPs 12 months after 12 months. In a variety of methods, our timing was good. We caught the proper second simply because the momentum was starting to shift from epoxy boards (which nonetheless supply the best efficiency for browsing and racing) to inflatables as the only option for most individuals when you think about value, comfort, storage, and sturdiness. That is additionally why SUP has been the fastest-growing sport/out of doors leisure exercise.

We determined to check a number of merchandise on Amazon to ensure they had been viable.

By this time I used to be halfway by my Ph.D. in fluid dynamics, the research of the mechanics of fluid motion. Designing paddleboards appeared like a enjoyable technique to mix my research with my favourite technique to escape and loosen up. Then again, Yu already has over 10 years of expertise in SUP manufacturing. So the choice to collaborate and begin a paddleboard enterprise felt natural.

Take us by the method of designing, prototyping, and manufacturing your first product.

After we determined to take the leap and go for it, issues took off. The objective was to create a board that’s secure sufficient within the small chop you are prone to encounter most days and quick sufficient for use as a touring board with minimal drag to journey longer distances with most effectivity. That form of hybrid all-around/touring form could be the best board for a newbie to choose up paddleboarding, and in addition nice for intermediate paddlers who wish to do long-distance journeys.

With this idea in thoughts, we created a prototype, a 2D drawing of an inflatable SUP. Because of Yu’s assets and connections within the trade, we had been capable of finding producers who had been prepared to work with us and form boards to our specs. Nevertheless, this wasn’t as simple as we thought.

Not like the usual blanks many producers churn out, predetermined shapes that anybody can come alongside and model, we had a set of extremely detailed necessities for the form of our boards, which I knew would play an vital position of their efficiency on the water. On prime of that, we had been meticulous in regards to the particulars of all the pieces that impacts efficiency, from the rocker of the board (the refined curve constructed into the board’s form to maintain the nostril out of the water) to the structure of fins and extra.

Fortunately, by working along with a powerful dedication from each side and thru numerous trial-and-error, we discovered a technique to construct boards to our requirements in a quick and environment friendly approach. Ultimately, each our producer and our crew had been happy with the ultimate product. All through a few months, we designed and constructed 5 full prototypes with totally different shapes, constructions, and options earlier than we dialed within the hybrid all-around form that is grow to be our flagship.

We named our first board the Waterwalker, within the hope that you should utilize the board to stroll freely and effortlessly on the water.

Subsequent, we would have liked to design the graphics of the Waterwalker. We might all the time liked the look of classic surfboards and their wooden designs. Paddleboarding can also be a technique to get nearer to nature, so a wooden design felt like an ideal match. Nevertheless, it was not simple to use a wooden design to an inflatable paddleboard.

For hardtop SUPs, the know-how and manufacturing processes had already been developed to prebuild a wooden grain movie into the board, however, as a result of inflatable boards have a totally totally different construction, it was not possible to do the identical. Because of an important collaboration with our producer, we had been in a position to print on the highest layer of the board in a singular approach which has outlined the Waterwalker’s basic look ever since.

Describe the method of launching the enterprise.

Reasonably than going large out of the gate, we determined to check a number of merchandise on Amazon to ensure they had been viable. That turned out to be an important tender launch technique for us. Amazon has a large built-in viewers and second-to-none achievement operation. By leveraging that, we had been in a position to make gross sales and get suggestions straight away on our gear.

Beginning on Amazon at the moment gave us the power to deal with the product and dial in our service, in addition to attend occasions, attain out to SUP trade press, and start rising our model fairness with out the overhead of managing our retailer and logistics operation.

The aggressive panorama on Amazon is all the time altering and altering quick. Only a few years in the past after we started, there have been fewer manufacturers listed on Amazon, and those who had been there did not have as many opinions as they do right now. At the moment, success there was much less of a profile optimization recreation so, though it was aggressive, we had been in a position to achieve traction there as a model quite than a commodity. These had been the nice outdated days!

We labored exhausting to make our itemizing informative and visually interesting–placing design and nice images matter! We additionally did all the pieces we might to make prospects blissful, and we despatched particular person evaluation requests to prospects whereas that operate was accessible. Since factors of contact with the shopper on Amazon are restricted, we went out of our approach to offer over-the-top customer support at each flip. This has been nice for our prospects and our enterprise as a result of superior service returns superior opinions, referrals, and phrase of mouth suggestions, plus it simply feels good to make individuals blissful. It is actually a win-win!

For all the benefit of getting began shortly on Amazon, there are many limits too. To speak the worth of your gear, to supply a very custom-made procuring expertise, and to construct your neighborhood for the long run, you want a devoted channel that you simply absolutely personal and management.

With the relationships and opinions already in place from our Amazon arrange in 2017, and with phrase of mouth rising from current board gross sales, we started working and launch our web site on in 2018. Though this was our first web site, we had a lot to share with our readers that it was full of content material from the beginning together with all the pieces from product particulars and use to the way to get began paddleboarding. We have been dedicated to writing nice weblog posts to share with our neighborhood from the very starting and have been constructing visitors and rising steadily ever since.


The Thurso Surf version1.0 web site at launch

It wasn’t lengthy earlier than our resolution to construct our web site was validated. We discovered firsthand why it is vital to not hold your entire eggs in a single basket. Any of your stock saved at an Amazon warehouse is barely theoretically yours. Amazon could resolve to withhold it for any purpose, making it inaccessible and never accessible on the market.

We’re hyper-focused on constructing an genuine neighborhood that resonates with our values so we’re taking our time to seek out and vet the proper of storytellers and create long-term relationships. It is sluggish going at first however we’re studying quite a bit and dialing in our course of.

Generally they switch stock from one warehouse in California for instance to a different in Indiana with out warning and take weeks to do it. Generally they ‘analysis’ your stock successfully immobilizing it. What’s worse is once they briefly misplace your items with no timeline for restoration or harm them to allow them to’t be bought.

If we had been solely depending on Amazon as a substitute of launching our web site a short while earlier than any of those incidents, we might’ve been fully shut down for months in peak season. Fortunately, we had been in a position to scramble and arrange a 3PL to maintain gross sales going by our web site whereas these points had been taken care of.

Since launch, what has labored to draw and retain prospects?

SUP is a comparatively new sport that most individuals are nonetheless discovering for the primary time. They’ve by no means seen it earlier than, they’ve seen it however by no means tried, or they’ve tried it and had a blast however by no means leaped to get their board. So, there are a variety of first-time patrons on the market who’re attempting to grasp the advantages of various boards and evaluating them with each other.

To start out, we centered on delivering evaluation models to key SUP trade media connections. That is been an effective way to get considerate suggestions on our boards and kit whereas introducing our model and kit to a fast-growing viewers of motivated prospects within the analysis section of a purchase order. Plus, it is tremendous gratifying to earn excessive scores, get listed among the many prime boards of the 12 months, and even win awards from some press retailers like SUP Board Information.

As protection grows, we have gotten the eye of Wall Road Journal, The Chicago Tribune, The Impartial UK, Outdoors Journal, Maxim Journal, and extra. It is a sluggish burn, however every point out provides as much as extra protection, and generally the largest alternatives simply shock you.


Common running a blog has been an important technique to deal with as many buyer questions and issues as doable on our web site and to construct visitors through search engine optimisation, however the social proof of getting an influencer spotlight one of the best factors about your gear is invaluable. Influencers have gotten a bit of the puzzle and can issue extra closely in our content material and initiatives going ahead. We’re hyper-focused on constructing an genuine neighborhood that resonates with our values so we’re taking our time to seek out and vet the proper of storytellers and create long-term relationships. It is sluggish going at first however we’re studying quite a bit and dialing in our course of.

In relation to serving our neighborhood, we take our mission critically. We’re all about making each step of their journey to the water simpler. To attach with our neighborhood we deal with natural social posts and e-mail, stoking user-generated content material on Instagram, educating, informing, and entertaining with our weblog.

We’re the primary (and solely, so far as I do know) to launch an interactive SUP Explorer Map the place customers can uncover and share their favourite paddle spots together with tips on how others can paddle there. We now have over 20 submissions within the US, Canada, the UK, and the EU, and the checklist continues to be rising. On the finish of the day, you possibly can’t beat word-of-mouth endorsement. That is the sort of connection we wish to have with all Thurso Surf prospects.


Thurso Surf’s SUP Explorer Map – Uncover and share one of the best locations to paddleboard

Lastly, it virtually goes with out saying however among the finest retention and referral methods is simply to construct superior gear that folks love to make use of and share. Should you’re heading in the right direction with the product, your customers will wish to share their experiences and that interprets to 1000’s of fantastic photographs and opinions that we replicate on the positioning and Instagram. Thank those that submit genuinely and share the love with the remainder of your viewers to create a virtuous spiral.

How are you doing right now and what does the longer term seem like?

As of right now, we think about ourselves one of many prime paddleboard manufacturers within the mid-range market. Being a DTC model, we promote on to end-users to avoid wasting on transaction prices and decrease costs for patrons. Proper now our gross sales are 100% on-line, with a small proportion going down on Amazon and the bulk on our web site. Because of our superior neighborhood of dedicated paddlers who help us as we construct considerate merchandise, we’ve seen triple-digit progress over the previous couple of years. This offers us super confidence going ahead.

We’re based mostly in North America so it is no shock that the US and Canada drive the vast majority of our gross sales. Excessive demand has led to manufacturing and logistics challenges throughout the trade, and we have not had the flexibleness to ship as many boards to the UK and Europe as we might’ve preferred. Regardless of these challenges, we’re rising quick total in addition to changing into extra worldwide as a model. It is extremely rewarding to see person pictures coming from faraway locations all around the world the place we do not even promote boards immediately but like Argentina, Albania, Japan, and Russia in addition to numerous websites nearer to dwelling.

As a consequence of current occasions, our short-term objective is to revive our provide chain and logistics to regular standing. We’re not alone. That is problem corporations are going through worldwide. It takes a variety of planning and energy to make operations predictable within the face of dramatic progress and world provide chain challenges. Fortunately, by strengthening the connection with our producers and shippers, we’ll be capable to safe extra manufacturing energy and transport assets within the close to future.

It is wonderful what constant progress and dealing on the basics can do. If in case you have that sort of course of and routine arrange in your small business, then it doesn’t matter what disaster or alternative arises, like our hazardous supplies incident or the challenges of a world pandemic, you may all the time be ranging from a well-known place.

Our long-term objective is to assist new and skilled paddlers reconnect with nature and one another with our distinctive lineup of high-quality, accessible, watersports tools.

This comes from our perception that we’re our greatest selves after we’re experiencing nature collectively and SUP is likely one of the most enjoyable and reasonably priced methods to really disconnect from the each day grind. What’s extra, attending to the water should not be a problem, so our inflatable SUP packages make utilizing your gear often simpler than ever. We perceive we’ve an extended technique to go to realize these ambitions, however they seem to be a guiding mild that helps us transfer steadily in the proper route.

Via beginning the enterprise, have you ever discovered something notably useful or advantageous?

The narrative all the time comes collectively after the very fact. It’s solely looking back that your trajectory smooths out into an arc and makes it seem to be you had been destined for achievement from the beginning. Once you’re within the combine with all the pieces occurring throughout you, it definitely would not really feel that approach, at the least not on a regular basis. That is why it is vital to have processes to information you even while you’re in disaster mode.

Study from others. If you end up in a startup, oftentimes there is no such thing as a information useful resource so that you can consult with, and you’ll all the time have to determine issues out your self. Do not be shy. Ask others. It may be a mentor, one other startup proprietor, or some seasoned supervisor.

We set quarterly SMART targets (particular, measurable, attainable, sensible, and well timed) and we break these down into smaller actionable steps. By checking in and assessing our progress and the progress of the crew towards these targets often, we’re in a position to keep on monitor.

It is wonderful what constant progress and dealing on the basics can do. If in case you have that sort of course of and routine arrange in your small business, then it doesn’t matter what disaster or alternative arises, like our hazardous supplies incident or the challenges of a world pandemic, you may all the time be ranging from a well-known place.

What platform/instruments do you employ for your small business?

Whereas Shopify is standard with many eCommerce manufacturers, we selected WordPress due to its flexibility and multisite capabilities. Shopify requires you to make use of their server and retailer your information with them, so there’s not a simple approach out in case you do not prefer it or wish to make modifications. Additionally, Shopify doesn’t have an financial multi-country resolution for small companies. In the mean time they do have a multi-currency and a multi-language setting, nevertheless. WordPress is a mature platform that thousands and thousands of builders work on. You will discover every kind of plugins that may obtain no matter operate you need. With WordPress, you’ve gotten the liberty to arrange your server.

We use AWS as our server, which is simple to scale and really versatile. WordPress has a multisite model so you possibly can simply handle totally different areas independently. You are accountable for updating the server, WordPress, and any plugins you employ, in addition to listening to safety and compatibility, which could be difficult in case you are new to all these. However we have discovered this route worthwhile for our state of affairs.

My favourite instrument is Lark by Bytedance, the makers of TikTok. It’s an all-in-one collaboration suite that has chat, video, and audio conferences, a calendar, paperwork, and e-mail, on prime of tens of apps in-built it. Greater than 80% of our crew collaboration occurs on Lark. Even higher, it’s free for small companies.

A partial checklist of instruments used:

What have been probably the most influential books, podcasts, or different assets?

Probably the most important has been Elementary Algorithms in Computational Fluid Dynamics by David W. Zingg, however that may not be for everybody… As a busy Ph.D. scholar, CEO, and new dad, I’ve discovered that studying, listening to podcasts–so-called ‘consuming content material’–is a significant luxurious. We stay in a super-saturated media setting. With data all over the place, the trick is to not have probably the most data, it is having the proper data while you want it and reducing out the remaining.

Deep Work by Cal Newport is an effective examine minimizing distractions and sustaining focus. Anybody that is a part of a small crew wears a bunch of various hats. With so many challenges dividing your time as a enterprise proprietor and in your private life, having the ability to focus and be current is important.

The movie Waterwalker has been my largest inspiration in shaping the enterprise. It options canoeist and naturalist Invoice Manson making his approach by the Ontario wilderness alongside the coast of Lake Superior again within the Nineteen Eighties. It is exhausting to think about right now, however taking pictures in these distant areas should’ve been fairly a problem again then and the footage is jaw-dropping.

Waterwalker is a meditation on the pure magnificence that compares the world round us to a sort of celestial artwork gallery. This attitude has tremendously influenced the best way we consider the model. We wish to construct a model that emphasizes the concord of the connection between people and nature, and we wish individuals to make use of our boards and kit to discover the sweetness discovered there.

Recommendation for different entrepreneurs who wish to get began or are simply beginning out?

Discover the proper market-product match. It would sound apparent, however that is a very powerful factor it is best to take into consideration when beginning your small business. Is there a necessity on your product? How is your product totally different from the others? What worth does your product carry to the market and prospects? You’ll be able to have as many enterprise concepts as you want, however you wish to be sure that, or at the least attempt your finest to seek out information that really convinces you that there is a real want for the product you are launching earlier than placing numerous cash and power into it.

Focus and transfer ahead. It is extremely simple to miss regular incremental progress in favor of flashy methods. If all the pieces goes proper, beginning a enterprise is a dash that turns right into a marathon. You’ll be able to’t afford to get distracted. You must hold placing one foot in entrance of the opposite. Make a easy checklist of your prime three to 5 issues to perform every day. Do at the least three of the 5. Each. Single. Day.

Study from others. If you end up in a startup, oftentimes there is no such thing as a information useful resource so that you can consult with, and you’ll all the time have to determine issues out your self. Do not be shy. Ask others. It may be a mentor, one other startup proprietor, or some seasoned supervisor. If there aren’t any such individuals round, attempt to discover somebody or be part of a neighborhood. You could be good sufficient to determine an answer, however will probably be nice to have a second pair of eyes to double-check. Keep in mind, you do not know what you do not know, and generally the worth of errors could be fairly costly.

The place can we go to be taught extra?

We’re all the time stoked to attach with paddleboarders or individuals within the sport. Hit us up on social or at [email protected] to speak gear and paddling anytime!


Shenglong You
Founding father of Thurso Surf

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