Dan Thwaite hails from the Northern NSW coast of Australia and is the founder of Smart Leash Co which helps you extend the life of your leash, and reduce waste.
In this episode, we discuss what Smart Leash Co stands for, Dan's prior experience in the surf industry, and how that has supported his work with his own company, and getting Dan's brand into some of the world's most recognizable surf shops.
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What we discussed:
What is Smart Leash Co, and what does it stand for?
I understand you were involved in the surf industry a few years ago before you had this idea for your own business - tell us a bit about that experience, and how it may have influenced where you are now, and your approach to Smart Leash Co
At what point did you get the idea, and how long did it take you to get from the initial idea and conversation to actually setting up the company, finding suppliers, and working on it?
The Least and accessory industry seems, to an outsider at least, to be dominated by a few big names (FCS, Creatures of Leisure etc), so why tackle it?
What makes you believe you can take them on, and indeed win?
Did something change, or is it just a better and different approach or something else?
When we have talked in the past I have noticed that you have a lot of respect for some ‘core’ surf brands and you aspire for Smart Leash Co to be one of them.
I personally think it already is, just perhaps not on the same scale yet! But, why do you feel this is important for you and the Smart Leash co brand, to be ‘core’?
So how does this play out in your marketing? I have noticed that you have some great local young surfers riding with your gear, as well as some more well-known names like Torren Martyn. You have also managed to get into some impressive stores, including some work with Patagonia - how did you manage to get into such an iconic brand, and what did you learn along the way?
How about operationally? I understand you are seeing what you can do yourself vs what the factory can do, how do you identify what areas to outsource or do yourself?
What keeps you motivated to keep growing Smart Leash Co?
What does the future hold? What would you like to work on over the next 6-12months? E.g. working with other brands who send the product to the US, working with other distributors, etc.
Interview by James 'Mammoth' Marshall
Surfpreneurs podcast is hosted by James Marshall, who is also known to many by his nickname 'Mammoth'. Mammoth's experience includes successfully starting and selling a skincare company in the surf industry and starting the Surfpreneurs Club with Peter. Currently, he holds a senior role in banking but keeps a finger on the pulse of the surf industry through the Surfpreneurs community and his wider network.
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