Interview with Timo Perschke: Saltwater Kids Academy - "We create memories and perspectives"

Timo, you founded the Saltwater Kids Academy. What exactly is behind it?

The Saltwater Ocean Academy is essentially a non-profit project that aims to provide children and young people with low-threshold access to water sports - especially for those who would otherwise have little chance of gaining such experience. We take a trailer to various spots in good conditions and offer free taster windsurfing courses.

The whole thing originally arose from our customer loyalty programme "Love My Earth", which we run as Saltwater in collaboration with various partners. The aim of "Love My Earth" is to take responsibility beyond consumption and to promote education through small contributions - such as a membership. 100% of the €10 you pay goes towards educational projects, particularly in cooperation with the NGO "Right To Play". This is an international organisation supported by active and former top athletes - Liverpool FC and footballer Sergio Mané are among those involved.

And how did the idea of transferring this to the water come about?

I myself come from a windsurfing background - so the idea of combining education and exercise was quickly born. I realised that getting into water sports is often expensive and associated with many barriers - especially for children from educationally disadvantaged or low-income families. We wanted to change this and at the same time contribute to environmental awareness. That's why we said: let's develop programmes that work in a fun way. Children can have their first experience of the water with us - getting used to the water, a bit of windsurfing, having fun - and they learn about environmental protection at the same time. For example, taking rubbish away from the beach - it sounds banal, but not everyone realises it.

How does it work organisationally? And who are your partners?

Our events are mobile, we go wherever the conditions are good - Sylt, Büsum, Fehmarn, California, Heidkate, Kiel and a few other spots. We want to make this as unbureaucratic as possible - there will be an online booking portal where children and parents can simply register.
-> Events and registrations: love-my.earth/pages/saltwater-kids

The most important point here is finding suitable partners, surf schools that were willing to take part. That wasn't so easy at first - many were worried that they might lose paying customers as a result of our free programme. But the exact opposite is the case: if children get an appetite for more through our programme, they often book regular courses later on. It's an introduction, not a replacement.

And the equipment - how do you get hold of it?

We are also very grateful. Patrik Windsurfing, for example, provided us with all the windsurfing equipment. Board, sail - everything. Soöruz supports us with life jackets and wetsuits. That was also a long journey - many people hesitate at first because they don't immediately see the effort or the benefits. But as soon as it became clear that you were on board as surf magazine and were also providing media support, many were immediately convinced.

What are the next steps?

Now it's time to test the concept this season. Does it really work? Do people turn up? Do children really enjoy water sports? Do the parents join in - or do they see it more as a "children's drop-off point"?

One exciting test run, for example, is the schools in Kiel that we are working with - also in collaboration with an integration officer. We want to see how well we can penetrate educationally disadvantaged or immigrant contexts. After all, a surf festival in the sun is naturally easier than everyday life at a school without many resources. Our first big "official" round starts with Kiel Week. We bring school classes onto the water, tell stories, create memories. And hopefully also perspectives.

And the whole thing runs as a marketing measure for the Saltwater Shops?

Exactly, that was also important to us. We didn't want to set up a traditional NGO - that is often associated with hurdles and people are also increasingly tired of donating. Instead, we see it as an investment in our Saltwater brand: we turn our normal turnover into something meaningful. And if this leaves a positive impression on customers - great.

For those who don't know Saltwater - what's behind the shops?

Saltwater is not a classic surf shop. We don't sell high-performance hardware stuff, but rather an adventure lifestyle - fashion, accessories, everything related to being outdoors, travelling, vanlife. No price war with Amazon, but rather: honest advice, great locations, real experiences. For example, we are based on Sylt, in Heiligenhafen, Travemünde - always where people go on holiday and feel the sea. At the Ahoi-Camp in Altenteil on Fehmarn, for example, we have a shop-in-shop that works wonderfully because the values there - organic, regional, sustainable - suit us.

And you yourself - how did you come to do all this?

I originally come from the sports and lifestyle industry and had a sustainable fashion brand before Saltwater. During Corona, I developed the concept together with Melody Harris - she was the first woman on the board of a DAX company. Together we wanted to create something that would have an impact - economically, socially and emotionally. Simply put: a brand that can do more than just sell.

In addition to the Saltwater shops, you also operate under the aforementioned "Love My Earth" label - what is that?

"Love My Earth" is our customer card - but with a purpose. Not a classic discount card, but access to community offers. It gives you access to special offers in our stores and at partners such as Secret Spot in Kiel - for example, free hire of e-bikes, wings, kites or surfboards for several days. It's about more than just benefits - it's about access, participation and community. And the idea is catching on: We can see that it works - wind in Klitte? Then we already know who will be borrowing a surfboard next.

Thank you very much and good luck!

More info at saltwater-shop.com and love-my.earth