Tag Archives: CEO The Surfboard Warehouse Thought of the Day

Surf Mag. article in the cards?

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Check it out! I won’t say who, but I have been talking with the editor of a MAJOR surf Mag. and I MIGHT (key word MIGHT, nothing’s set in stone yet) have a monthly article appearing about surfboard fins! I appreciate ALL of your support with my writing in the past, hopefully I have refined it enough that my writing can make the cut! Here’s a sample piece that I wrote for the Mag. Let me know what you think!

Words from a Finatic™

Are fins important? ABSOLUTELY. Should you change them based on real time conditions? ABSOLUTELY. If you want to take your surfing to the NEXT level, fins are the key. Fins allow YOU to use one board across multiple conditions. Do I work for a fin company? lol NO. Do I surf, do I experiment with my fins more that anyone you’ve ever met? YES. Do I catch more waves? Do I push my own limits? YES. We won’t get into the “how” I have access to ALL of FCS’s, Future’s and Kinetik’s fins, just know that I do. Google “Finatic”™ if you like, otherwise take my word for it.

Now, let’s get the OBVIOUS out of the way, “Is it just hype, GREAT marketing by the fin companies in order to get YOU the consumer to buy Fins?” NO and YES. It is HYPE and it is GREAT marketing; but will fins change your surfing? ABSOLUTELY, the HYPE is for real. FCS, Futures and Kinetik Racing Co. all have signature fins. Why? To sell more fins?!? YES. But, it’s also because the BEST surfers in the world can tell the difference a few millimeters can make. They can tell the difference in a fins’ template, in a fins’ size, in more rake, less rake, more cant, less cant, more flex, less flex, more sweep, less sweep. Their feet feel it and if you pay close attention yours can too. (Tip of the day: A THIN traction pad will also help you “feel” your fins.)

First and foremost let’s not buy into a “Magic Fin”. Kelly is amazing, I mean my God did you see the MASSIVE no handed 360° air he pulled at the Quicksilver Pro. New York? I watched it over and over again and it was done on the FCS K-2.1 PC Quad. MAYBE even with the new Knubster as a 5th trailer fin. I’m certainly not the first one to call him a FREAK, but he is. Are his fins the key? Simple answer, for HIM, YES, for you, maybe not. I have been told that most professional surfers refine their fin templates over the course of 6 months to a year!! That means those fins are DEFINITELY dialed in for them, for you however, maybe not.

So, what’s the BEST approach to fin experimentation? How can you get pointed in the right direction, trying fins that are the best for YOU? First, identify your “problems”. Maybe you’re a pro. and you don’t “think” you have any problems… FINE. lol Then what are your weak areas? What do you want to do better? Start there, identify what you need from your board, chances are you can get “it” by changing up your fins. Next, look in the mirror. lol Seriously though! Look at your body type; are you a grom, or light weight? Are you a middle weight? Or are you a HEAVYWEIGHT? Use the guides that FCS, Futures and Kinetik give you. The FCS JW-1’s are AWESOME. I love them in a bit smaller surf, but if you’re a “Grom” or a “Big Guy” steer clear, they’ll be too stiff or too loose as the case maybe. The JW-1’s are a mid ranged fin! You like Jullian Willson, (who doesn’t right now) YOU like the pop of the orange and black ascetic, GREAT, but if you’re a grom or a Heavy Weight they’re NOT for you. I am 6’2”, 170 lbs. I am border line a LARGE surfer; I would only even consider these fins in smaller surf where I need my board to be a bit loose.

SO, what’s the take away? Do you have more questions now than you did at the beginning of this article?!? GOOD, YOU SHOULD! That means you’re thinking about your surfing… That means you’re thinking about your fins, which are quite possibly the most important finishing touch to a good board. TRUST ME, a fin change can make a good board GREAT, or a GREAT board terrible. (If you’re not choosing wisely) A fin change can allow you to make the section you’ve been having problems making. A fin change can add drive or loosen things up. The RIGHT fin change can change your surfing.

Chris Hough Founder & CEO of www.TheSurfboardWarehouse.com

The Home of Finatic™

Thoughts?!? Feedback?!? You know it’s always welcome… Thanks again!

Surfing & China

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Hey Guys! So, UNFORTUNATELY I am NOT talking about surfing IN China. “In” and “&” are two small but VERY different points in this conversation. lol Anyway, I thought I would stray from Surfboard Fins for a sec and talk about China. (for good reason) MOST of the surf products you know and love are MADE IN CHINA. (surprise, surprise right?!?) Anyway, everything from Surfboard Bags to Fins, Leashes to Traction Pads, for the most part are MADE IN CHINA. Why does this matter? Well, apparently the Chinese work force wants to make money as well and in that spirit China raised their minimum wage earlier this year. Again, how does this effect you and I? Well, with minimum wage going up in China, the cost to produce your favorite Fins, Surfboard Bags, etc. has gone up and when that happens we all feel it. So, while we maintain the BEST prices in the industry, if you have had the sneaking suspicion that prices on surf gear have been sneaking up on you… You’re right! Unfortunately, they have! Check our sale and clearance pages and make SURE your getting our email blasts in order to get the BEST prices on the NEWEST surf gear!

A Week in Review, Post C.M.

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So, the last you guys heard of me we were entering into Cyber Monday, and then silence. I haven’t posted since. (and I do apologize for that, you were warned!) Last week was CRAZY! No signs of the “Great Recession” here. lol With that said, even if this week slows down (which it won’t) you still may not hear much from me this week as I am going to try and surf! lol You believe it? It’s TRUE! Assuming the surf allows, then I may play hookey later this week and try to get a refresher in before the final Christmas push. On another personal note, I believe that I have mentioned before that The Surfboard Warehouse was a class project of mine my junior year of college. Well, I have been invited to go speak there! SO, Friday I won’t be here either, as I will be massaging young minds. Wild right?!? Six years ago no one would have believed me if I told them I would be speaking at my school about the VERY business I started during my studies there. It’s been a wild ride, stay tuned.

Cyber Monday? I Don’t get it…

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Hey Guys! I’m feeling REFRESHED after Turkey Day! Sorry I haven’t posted in a while. Again, between now and Christmas you won’t hear a lot from me. (You’ve been warned.) With that said, Cyber Monday is here! So, I figured I would take a second to explain what Cyber Monday is, what it means for The Surfboard Warehouse, and how it came about. Most of us know that Black Friday is the Friday AFTER Thanksgiving. Well, Cyber Monday is TODAY, the Monday AFTER Black Friday. Cyber Monday is the BIGGEST internet shopping day of the year. It came about because consumers would go out on Black Friday looking for deals. Alas, when they couldn’t find what they were looking for they would go home and search for those items on the internet over the weekend. Ironically, consumers then ended up buying those items on the following Monday when they got bored at work! Someone (I tried to figure out who, but I couldn’t) along the way (remember this is a short road, as internet sales have only come around in the last 10 years or so) seeing this trend deemed today “Cyber Monday” and it stuck. Why is today so important? Well… We do about 1/2 an entire months worth of sales in one day! Holla! Now you know. Catch you on the flip side.

P.S. We’re offering FREE SHIPPING, FREE DAKINE HATS and more today, so be sure to check it out.

STORMPROOF?!? Prolite we Can’t Wait!

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Hey Guys, this came down the pipes from Prolite today. Get excited! I’ll post more details once I have them!

“Two years plus in development Prolite is about 7 months away from the release of STORMPROOF an elite line of travel products. We’ve been testing different materials over the last 18-24 months in an effort to find the highest quality materials and best components available on the market. These are not your everyday bags and are made exclusively for the traveler looking for the highest level of protection. Prolite is known for board bags and this will solidify the Prolite name as the stand out in this category. In addition to board bags under the STORMPROOF name we will also be releasing a limited line of backpacks and luggage within the next 12 months that will also sport the STORMPROOF logo and feature high grade materials for the frequent traveler. The STORMPROOF line will be available through very limited retail channels and will only be sold in the United States.”

You know you’ll be able to get this line here at The Surfboard Warehouse once they’re available! Stay tuned!

Fifth Lesson… Soak it in.

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Hey Guys! I apologize that my posts are becoming more infrequent. I promise that this is a short term issue and will be resolved after the holiday’s. lol Problem is, that around this time of year our sales are off the chain and I need to help when and where needed. With that said, onto our Fifth lesson, “Soak it in”! In business you work hard, so when you hit a milestone or take it to a new level, CELEBRATE IT! For example (plug) The Surfboard Warehouse HATS are IN STOCK! While this may seem like a small and meaningless accomplishment to the naked eye, I assure you it’s not. We, (The Surfboard Warehouse, Inc.) don’t sell any clothes, so this is branching out there. Also, our hats are the FIRST of many branded products to come! We have spent a lot of time working on our brand, it’s image, and our logos. To see all of our hard work come together on the front of a cap… Well there’s no better feeling! With that said, we took time to celebrate this accomplishment. When you hit your milestones, take time to pause and celebrate them. I assure you that if you do, the chance that you’ll get burnt out will fade away. You’ll continue to love what you do.

Ke11y IS 11 time world champ!

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Hey Guys! So, it was a bit delayed because of the ASP’s poor math skills, but despite the issues there, Ke11y IS 11 time world champ! (I all ready said my “told you so’s”, before Ke11y ACTUALLY won, so I won’t do it again.) With Ke11y’s victory will no doubt come a NEW Ke11y fin from FCS. (Just trying to call it now so I can say another told you so later.) The FCS K3 was made with 8 circles to signify Ke11y’s then 8 time world champ status! So, I think it’s about time! We want a new Ke11y fin, right?!? I mean we do have the FCS K2.1 PC‘s, but those are a revamp of the K2.1 in Natural. We want something fresh, something that has Ke11y’s 11 time world champ experience behind it. Certainly his surfing has to have changed (I would argue gotten better) since the release of the K3‘s. If it has, we want a NEW fin, a NEW template and a NEW material to reflect any changes in Ke11y’s style. Honestly, at the root of it, we all just want to surf like him anyway. lol With that said, I’ll get on the horn and talk to FCS about it. I’ll tell them that all of you are DEMANDING a new Ke11y Fin. lol Truthfully though, I’ll at least call them and ask if anything’s in the works. If so, you know you’ll hear it FIRST, RIGHT HERE!

ASP did WHAT?!? Miscalculated WHAT?!?

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Hey Guys! Posting on a Sat. is a new one for me, but this is absolutely INSANE! If anything deserves a Saturday post this is it! Now, I admit my math skills aren’t the best, but how do you NOT confirm that Kelly ACTUALLY has enough points to BE the eleven time world champ before you crown him!?! That’s RIGHT! Kelly, as of right now (11/5/11 and they’re NOT surfing today in San Fran. so this would be until they surf again) IS NOT eleven time world champ! NO I am NOT making this up!

http://www.aspworldtour.com/2011/11/04/asp-admits-calculation-error-prematurely-crowned-2011-asp-world-champion/

Just earlier this year at the Quiksilver Pro. N.Y. I watched (as many of you did) as the ASP banned Bobby Martinez from future ASP surfing for “Damaging the sports image”. This was due to his R-rated rant about the world ranking system. This makes me think that someone should ban the ASP from the ASP for “Damaging the sports image”. lol I would like some comments on this. Who do you think actually damaged the sports image more, Bobby Martinez (don’t get me wrong personally I don’t care much for Bobby anyway and I love the ASP, but come on guys) or the ASP? Interesting thought… It’s a crazy world we live in. See you in the work week!

Fourth Lesson… Go with your gut.

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In business you don’t always have time to do all the research necessary, or the finances for that matter. However, that doesn’t matter, because crunch time still comes and you still have to make decisions. When you find yourself on the fence with an issue or decision, go with your gut. I’m NOT saying don’t do the research, and I’m certainly NOT saying don’t get all the information possible. What I am saying is do all the research you can. Get all the information you can by looking at past decisions and how they panned out. Also, have people (good people) around you to help fill in the blanks. Then, if you’re still a bit in the dark as to what to do, go with your gut. In the beginning, The Surfboard Warehouse was like most small businesses. We didn’t have the budget or the personnel to be making the kinds of decisions we had to make, but that didn’t bring everything to a halt. I did research the best I could, (There weren’t many bench marks to look at. We pioneered a lot of stuff when it came to selling surf gear on the internet.) then on a shoe string budget made decisions. In hindsight I don’t agree with all the decisions I made, (my wife doesn’t agree with a lot of them! lol) however were still here! Proof my gut was just as good as it needed to be! GO WITH YOUR GUT!

One of those days will lead to one of THOSE days!

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Hey Guys. Just wanted to take a minute and recognize one thing we all have in common, “one of those days” and I am having one today. Holiday planning, (for the company, you guys DEMAND good holiday deals and we’re trying to deliver) and email problems (basically don’t send me an email right now because I won’t have it for a few hours) are just two items on a list that seems to be ever growing today. I know you know what I’m talking about, “one of those days” where nothing gets done and it simultaneously feels like everything else is coming undone. I don’t even know how that’s possible. Anyway, when you have “one of those days” I just want to remind you that on the other side is “one of THOSE days!” Meaning, that if you can make it through today you’ll find that all your hard work, problem solving and multitasking will pay off. You’ll have a day where not only does everything go smoothly, but that through all the hard work done today, you’ll have clients handing you money. I like to think everything makes its way back to average. So, if you have an off day today, pretty soon you’ll be on the other side of the fence; where you’re on FIRE and nothing can go wrong. Sorry, I didn’t have any more content than this for you today, it was “one of those days”. lol