Zhik performs for serious sailors

by Jeni Bone on 16 Jul 2008 The brand with the strange ring to it that has become synonymous with performance wear for the dinghy sailing fraternity, Zhik (pronounced ‘ZYK’) has broadened its range, appeal and global reach by focusing on solving the unique challenges associated with the sport.

After only five years in operation, Zhik is now available on all continents and is poised to move into the yachting market.

As founder and MD, Brian Conolly explains: 'It’s all very well to have a company servicing the local market, but the only way the business model would work was to be global.'

This home grown company initially tested its products and concepts here, through working closely with the competitive dinghy sailing niche, then expanded to Europe, the US, Japan, South Africa, Singapore and New Zealand.

'Anywhere where sailing is popular,' says Conolly, who describes himself as a 'hobby Laser sailor', but who spent most of the first 18 months of operation traveling the world and defining the gaps in the market and how Zhik could fill them.

'Our aim was to go to the market and ask what their problems were. We then set about to create the best products. We clearly identified the areas that none of the other brands were servicing. We made sure we weren’t price-driven, but quality-led.'

One of the main findings from Conolly’s research was that sailors, particularly dinghy proponents, 'just didn’t know what to wear'.

'Compared to other sports, like surfing, diving, bike riding, people didn’t really have much choice when it came to high quality, customized ranges. And the vast majority of sailors didn’t understand the potential of using modern materials.

'We don’t just use boring neoprene. Our designers are eager to explore new options, fabrics and construction. We make it our objective to understand the problem and then seek a solution – whatever that might involve.'

Dinghy boots are a classic example, says Conolly. 'They’re mostly just cheap, glorified diving boots, with no relevance to the boats or the people using them.'

Rather than just inheriting products from surfing or diving industries and modifying them for sailing, Conolly was intent on creating solutions from scratch.

'We looked at the challenges afresh,' he explains. 'We examined the different movement, needs, levels of support and where flexibility was required. Then we came out with a range of suits, hikers, boots and other accessories to address sailors’ real requirements.

'Everywhere a sailor is connected to the boat is a point of difference for us. We found that we could improve products for all those areas, and we have.'

Hiking gear also provided inspiration for the range, in the form of power pads and suits. 'That was from my own experience. Plus we have plenty of people working for us who are not from the marine industry. It helps to have people from beyond sailing. They bring a new perspective to issues and obstacles and continually come up with surprising solutions.'

In line with its founding aims, the company has serious foundations and equally ambitious plans. Zhik has warehouse facilities in the Netherlands to service Europe and in Atlanta for the US, as well as around 30 dealers Australia-wide.

'This is by no means a backyard operation. If we were going to go into this market, it had to be all out.'

Conolly, whose background is in high-tech, has invested heavily in Zhik. In 1991, he founded a business which subsequently floated in 1999, allowing him to consider following his interests and moving in to boating apparel, a decision he has never regretted.

'Compared to the guerrilla tactics of high-tech companies, the marine industry is a lot more friendly and collaborative. There’s a great level of camaraderie in all aspects of the industry.'

The Zhik range is too extensive to be listed, but includes suits for three main climates – hot, average and cold, with four types of technical tops for layering and a range of boots.

Zhik makes 'the complete kit for the dinghy sailor – from hiking strap to hat' and the latest addition is the trapeze harness, which has emerged after two years in R&D.

'We are very determined, very focused to crack the high-performance dinghy market, then we will be leveraging that success and moving into the yachting world. US and UK figures show that dinghy sailors make up a mere drop in the ocean of the entire competitive sailing population.

'There’s significant potential there, but we had to prove ourselves in the dinghy segment first. And we will stay there too as it’s a sector that’s dear to our hearts and we have a genuine commitment to continuous improvement of product.'

It’s Conolly’s ambition to remain 'one step ahead of everybody'.

The branding of the company, Zhik, borrows more from the hip, surf or skate realms than staid archetypal boating livery. 'Yes, we are anti-establishment, but not so much that the Commodore from the Yacht Club won’t wear it!' says Conolly, describing traditional boating performance apparel as 'in need of a shake up'.

'When we started, it was our aim to create products that were less daggy in terms of styling, designs and choice. There are not many sporting fields where it’s ok to look daggy and just wear a T-shirt and old clothes, because ‘you’re going to get wet anyway’. Sailing needs to get with it, like surfing, skating, tennis – any sport.'

Zhik only has broader horizons.

'Growth is imperative. We won’t be satisfied until we’re the dominant brand,' Conolly states, adding that as well as word of mouth, sponsorship of young, up and coming sailing talent are crucial to the brand’s promotion.

'If people are winning medals, anywhere around the world, we need to cater to them.'

Zhik has a growing team of world champions wearing the gear, and is counting around one third of the fleet wearing specialised kit for this Olympics.

'There are Zhik team members all around the world. They’re the best source of information about what we need to do to develop and refine products. We have new people coming onboard each week. Every day we get enquiries from clubs and athletes all over the world looking for support.'

More at www.zhik.com