In terms of the number of models, Paddleboard is probably the smallest SUP brand in the world with two board shapes.
Christoph - how did you come up with the idea of founding a SUP brand yourself?
That was a process. I've been giving beginner workshops since 2013. And there was always the question 'What's the right board for me? I then secured the paddleboard domain in 2015. My basic idea was to be purist and minimalist when travelling. I had the idea of not having a children's, women's, all-round touring board and so on like all the other brands. I wanted to reduce it to a product that the majority of people could have fun on the water with.
One board for all, was that a marketing idea?
I asked myself why there is an all-round board, about 10'2'' to 10'8'' long with a 31 or 32 width - i.e. stable. The shortness means you don't have a length that runs. My idea was to combine an all-round width with a touring length. This resulted in designs and shapes, which I sent to my supplier and from which I had the first prototypes built.
What does it look like? Do you draw on paper, or is there special software?
I use graphics software. I have a background in visual communication and also design my packaging and sales displays in CAD.
You have an extraordinary "actual" profession.
For more than 25 years I have been working in consulting, development and production of three-dimensional sales promotion - displays and packaging with a focus on cardboard. My second mainstay is visual communication. I also develop packaging for everything from perfume bottles to large-scale industrial goods.
The kind of nested mobile phone packaging that you can never get folded back the way it was?
Exactly. I'm thinking about how to design placeholders and compartments in terms of presentation, but also in terms of shipping security. And for a nice unpacking experience.
Did you have any experience with production in Asia before the SUP brand?
Not at all!
How difficult is that to imagine?
One example: I always include a 5-litre drybag in my board package. This is the only product that I offer in a choice of colours. There was a design and my brand logo was to be printed in black on all the bags. Two weeks later I get an email with lots of apologies because everything was printed in pink instead of black. With the offer of a dollar discount. I have a different mentality. I would even pay a dollar more if I got the product exactly the way I wanted it.
Your designs are very subtle, what's behind them?
My personal penchant for a purist, minimalist look. I am inspired by Dieter Rams, for example, who creates a very simple, to-the-point design for Braun. The motto "less is more" is also reflected in my product range. I look for products that I consider to be useful and that are long-lasting in terms of usability and therefore sustainable, for example by not following trends in terms of colours. I stay true to my line and try to individualise it with colour accents. Like the choice of colour for the pack sack or coloured bungees for the luggage net.
Where do you see your focus in SUP?
For me, SUP is all about slowing down from everyday life. I've always loved being outdoors. That's why I see 'experiencing adventure' on my doorstep as a central theme.
You come across as a nature boy?
When I launched the brand, the idea was to create a board that would be fun for the majority of people. Even if I don't like the term "jack of all trades", that's what I wanted to achieve. I spent several days travelling on the lake in Sweden with the 11'8'' Touring. My goal is not necessarily to paddle 35 kilometres a day, but rather to paddle from one beautiful spot to the next and enjoy nature along the way. Not always "faster, higher, further". Experiencing adventures in Germany, on a river or on the Mecklenburg Kleinseenplatte, that's what I enjoy.
But now there is also a second board, the 12'8'' Touring?
The idea came from paddleboard customers from the very beginning. They wanted to go on a 10-day SUP tour on the Mecklenburg Lake District with minimal luggage. I was able to build two customised prototypes for them - also because it didn't cost a euro. That's how the 12'8'' came into the programme.
Are you reaching your target group?
My aim is to build up a community of paddleboard friends and possibly organise a paddleboard meeting in 2023. I get a lot of feedback from my customers, who send me photos of their experiences. That's the spirit. I want to involve my customers in the brand. Including their ideas and suggestions. I'm just a small brand and I do everything myself, from development to purchasing, dispatch, product control, invoicing and marketing.
Are you also looking for other brand ambassadors?
Yes, those who enjoy being out in nature, including families with children and dogs, who don't necessarily have the goal of winning yet another trophy every weekend. Those who simply want to have a great time together in nature on the water. Ideally, of course, with an affinity for photography and active on social media.
Do you have any other ideas in mind?
I want to develop in several directions. There will soon be a proper tourer - which will be longer and narrower for long tours. It will probably be 13'8'' long with a 30 mm width to match the paddleboard range. I am developing the board with a well-known, very experienced touring paddler. At the same time, I am also developing a paddle board for anglers. A short board, slightly thinner and as small and compact as possible. This should also cover the van life sector. I am also working with universities of applied sciences to develop fin boxes made from recycled plastic or biomass rather than traditional plastic and produce them in Germany. These fin boxes are flexible and cannot break.
Other small brands are around 2000 boards a year. do you see yourself in the neighbourhood?
Not at all! It's still a hobby project. I also need growth, but not at any price. I look at every board myself and do a quality check. As a result, I have a complaint rate of less than 0.5 per cent. Of course, sometimes a valve wasn't screwed on properly, but every customer has my mobile number. But the good thing is, because not much happens, not many people call me.
