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Yacht Business

Yacht Business

De: David Fuller
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Yacht Business is a podcast dedicated to the commercial aspects of yachting around the world. From Professional sailing to boatbuilding, marketing and associated industries like charter and sailing apparel. Hosted by David Fuller, the program features thought leaders and guests.Pilote Media, David Fuller Economía
Episodios
  • The America’s Cup in Jeddah

    The America’s Cup in Jeddah
    Dec 11 2023
    Welcome to this edition of Yacht Business partly recorded in Jeddah where one of the preliminary rounds of the America’s Cup has just been delivered – in style. There is a lot to unpack here – from prejudiced pre-event commentary by sections of the western and social media to lessons in destination marketing and stakeholder management to direct comparisons between this event and the SailGP Dubai event. I’m going to try and cover all of these things.. BUT FIRST we have a special interview with David Graham, CEO of World sailing… The Script… Intro Welcome to this edition of Yacht Business partly recorded in Jeddah where one of the preliminary rounds of the America’s Cup has just been delivered – in style. There is a lot to unpack here – from prejudiced pre-event commentary by sections of the western and social media to lessons in destination marketing and stakeholder management to direct comparisons between this event and the SailGP Dubai event. I’m going to try and cover all of these things.. BUT FIRST we have a special interview with David Graham, CEO of World sailing… David Graham Live interview… America’s Cup Preliminary Event in Jeddah In the interests of disclosure, we were not paid to attend this event. Not one flight. Not one room night, not one kick-back. We have no sponsorship from any of the organisations mentioned. However, unlike many of the armchair pundits, we probably have a better understanding of what the reality of life in Saudi Arabia is really like. We’ve spent months on the ground around the country talking to business leaders and extra ordinary people. Pre Event Controversy Which brings us to the artificial ‘controversy’ and hypocrisy from sections of the sailing community and media in the lead-up to the event. I want you to Imagine a regime. Since coming to power, these leaders have thumbed their noses at the international community in relation to human rights. You know exactly who I’m talking about – of course it’s the current UK conservative government. Now imagine booking a trip to London to watch the Premier League or Wimbledon and being asked why you were supporting a government that is committed to pulling out of the European convention on Human Rights so they can send refugees to Rwanda. Do any of us really want to be judged by some of the words and actions of our leaders? Should the next Ashes cricket test in Australia be boycotted on ‘sustainability’ grounds because a previous Prime Minister held up a lump of coal in the parliament and proclaimed it as the future? Or maybe we should not attend the F1 in Texas on the basis of oppression of women by banning their access to abortion. I’m tempted to say, “let he who is without sin, cast the first stone..” and speaking of throwing stones, doesn’t the USA still have the death penalty? Of course, there is a lot of work to be done to change hearts and minds when it comes to the (re)building of brand Saudi in the eyes of the international community. One way to do that is to invite people to visit, to experience it for themselves. To be made to feel welcome in a genuine way. That’s easier said than done. There are thousands of tourist destinations to choose from all around the world. So how to give people a reason to visit. Sport is a tried and tested way of literally putting cities on the map. Sport as Destination Marketing Strategy In fact, Sport may be the Ultimate Destination Marketing Tool. Quick, think of a city in Saudi Arabia. Now think of an Australian city. Competition for visitors and inward investment isn’t just between countries, it’s also between regions and cities within countries. Back in the early 90s, the Australian Grand Prix was held in Adelaide. The MotoGP was raced at Eastern Creek in NSW. But Melbourne had a strategy to change all that. Bringing the F1 Grand Prix to Melbourne was controversial. More controversial than running an America’s Cup preliminary event in Jeddah. Firstly there was the cost. The right to host a Grand Prix is expensive. Money that could be spent on ‘better things.’ The race is a street circuit on public roads causing disruption to traffic and users of Albert Park for weeks before the race. Then there is the noise from the cars and helicopters and general disruption to thousands of local residents. The first race was in 1996, and nearly 30 years later, some still complain about the nuisance. But… for a few hours a year, the MELBOURNE brand is broadcast live around the world to a desirable demographic who follow Formula 1…. And with the popularity of new formats, like the Netflix documentary – Drive to Survive, the coverage reaches a wide audience. Some of that audience might say – why don’t we go to Melbourne for the Grand Prix next year or… why don’t we hold our APAC regional conference in Melbourne next year or… why don’t we relocate our APAC HQ to Melbourne? ...
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    31 m
  • Musto’s Marketing Man – Nick Houchin

    Musto’s Marketing Man – Nick Houchin
    Aug 28 2023
    In this episode, I talk to Nick Houchin, Head of Marketing for sailing apparel brand Musto. We chat about how he got into the business, innovation and challenges around keeping a brand relevant and top of mind. Show Notes & Bookmarks 01:22 – The RYA youth squad system includes summer camps and competitions to promote sailing to a new generation. 02:26 – The Dark Blue Book was a directory of the Who’s Who of the sailing world loosely based on the F1 Black Book published in 2008, 2009 and 2010. 02:33 – Oman Sail is a ground-breaking program to build sailing in the Sultanate and was a great success. It’s still going strong after over a decade. 06:34 – SAP has been a strong supporter and sponsor of sailing for a long time. The company sponsored Team New Zealand’s defence of the America’s Cup in 2001, then provided digital and data insights for series like the Extreme Sailing Series and continue to be involved. 09:59 – You can keep in touch via Facebook and Instagram10:32 – Nick is now Head of Marketing for Musto, a brand that was born out of competitive sailing. 11:32 – The business was founded by Keith Musto. 14:05 – What are the main drivers of Innovation? Is it the best technical garments or are there other influences like being more sustainable?16:30 – Rip Curl have a wetsuit recycling scheme. They say my old steamer will be turned into rubberised flooring for children’s playgrounds. 17:17 – What does the sailing apparel market look like? Are the barriers to entry too high for new entrants? Is there enough competition to push the incumbent brands to keep innovating?21:39 – How long does it take to bring a new product to market, from design to on the shelves?25:31 – Things change. Offshore sailing used to be about being wet. Now teams are enclosed in cabins for a large percentage of the time. What does that mean for product design?27:21 – There are a lot of buyer persona’s and edge cases in Sailing. 29:27 – We spoke to the Australian Boating Industry Association about trends in the market … 30:37 – The ‘Trickle Down Effect’ might be a dirty word in economics, but in sailing there are definite advantages of brands innovating at the high-end and letting those developments become normalised over time. Some things never change. See this video from 2011.32:44 – “There is no such thing as bad weather, just the wrong clothing choice” Nick says that Musto invented that phrase, but ChatGPT says.. The phrase “There is no such thing as bad weather, only bad clothing” is often attributed to the Norwegian saying, “Det finnes ikke dårlig vær, bare dårlig klær.” This saying reflects the Scandinavian approach to dealing with challenging weather conditions. In regions with cold climates like Norway, Sweden, and other Nordic countries, people emphasize the importance of proper clothing to stay comfortable and safe in various weather conditions. It encourages individuals to be prepared and properly dressed for the weather, rather than simply avoiding or complaining about it. ChatGPT – What do you think? 33:32 – Musto is now part of the Helly Hansen Group and the ultimate owner is Canadian Tires! The post Musto’s Marketing Man – Nick Houchin appeared first on Yacht Business.
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    37 m
  • Sustainability in Sydney

    Sustainability in Sydney
    Aug 7 2023

    In this episode of the Yacht Business Podcast, recorded at the Sydney Boat Show, host David Fuller explores disruptive technology, innovation, and the state of sustainability in the boating industry. The Boating Industry Association introduced the inaugural Sustainability award, won by Go Boat. However, sustainable boating examples were scarce, with Eyachts’ RAND range being a standout. Interviews with Ross Turner and Peter Hrones from Carbon Yachts shed light on market trends and the game-changing fully foiling Candela boats. David Meehan from Mercury discussed the smaller, outboard engine boats. The Boat Show also featured a ‘Sailing and paddling’ showcase with interviews by Nic Douglas.

    Bookmarks & Show Notes
    • 00:31 – The Australian Boating Industry Association introduced a ‘Sustainability Award’ which was won by Go Boat.
    • 01:07 – Nick Tyrrell from Go Boat explains some of the things that the company does with sustainability in mind. Boats are made in Australia, they are electric and everything is done in the company to be sustainable.
    • 04:31 – Electric is a better boating experience. It’s cleaner…
    • 05:54 – Electric boats are quiet…
    • 06:39 – Electric boats are better business
    • 07:46 – Go Boat is trying to make boating more accessible for a larger audience and 75% of customers are women.
    • 09:55 – Ross Turner from the EYachts Group talks about electric boating and their RAND boats.
    • 11:05 – RAND boats are made from recycled PET bottles and have an electric engine option.
    • 12:19 – Is change coming? What is driving the change?
    • 12:53 – Seavolt provides charging network for electric boats from renewable energy sources. We will be chatting to Seavolt in a coming episode of the podcast, so subscribe to get notified.
    • 14:06 – Understanding boating behaviour helps to push electric boats.
    • 15:30 – Peter Hrones from Carbon Yachts spoke about Candela foiling boats which changes the game again.
    • 17:24 – Foiling looks cool! Which gives the boats a wow factor.
    • 17:58 – Ross Turner on the experience of electric boating.
    • 18:29 – Understanding buyer personas and user cases is important for pitching electric boats to the market.
    • 20:45 – Speed limits have traditionally been determined not because of the speed itself, but the wake created. Foiling boats leave much less wake at speed, so should limits be different for them?
    • 21:32 – David Meehan from Mercury is seeing strong demand for electric outboards, especially in the tender market. Advantages include not having to carry fuel and being able to know exactly what the range is.
    • 24:05 – Nic Douglas from Sailor Girl HQ spoke with Olympic sailor Matt Belcher at the Sailing and Paddling showcase.

    The post Sustainability in Sydney appeared first on Yacht Business.
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    29 m
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