CEO, Founders & MD's: Tsunami Sports Apparel @DougS888

Tsunami, is a small, successful team apparel brand, started in Hong Kong by Andrew Chambers and a few others in 2003.

The company is a classic startup and has gone through the usual upheavals, but has successfully established itself as a player in a competitive segment. It has managed to cash flow itself from the early stages and it has consistently upgraded its manufacturing capabilities and also its technical material offerings.

It has managed the difficult process of consistently adjusting itself and never being satisfied with status quo. It has added key staff that has altered their ability to deliver the plan. The founder has had to alter the shareholder structure to keep on point and being able to transfer that on-field strength to his brand. 

Andrew has been an accomplished player on the pitch in rugby, playing for his country nearly 50 times and he plays a more than competent level of football.

More importantly he has started two young men on their way to becoming amazing contributors to humanity, in his main role as a super dad.

His business expertise has enabled his small startup to enter the fray of athletic team apparel against large brands as well as other local competitors.

Andrews experience and his friendly personality and tenacity has created a strong company, that thrives today. They have over 20 people involved in creating new technology and providing top end customer service and over 400 people supporting their efforts in manufacturing.

 The Tsunami brand is gradually gaining its global footprint and whilst there is still lots left to do, it is a story worth reading, the motivation and of the founder that gives the brand its unique DNA.

https://www.tsunami-sport.com/eco/

> AC, when did you form Tsunami and was it an accident or some grand self-growth plan for your career?

I formed Tsunami Sport in 2003. It was a combination of identifying an opportunity and meeting the right people at the right time. I must be honest that I had not dreamed of being a brand owner of any type. This just felt right.

> With the start of your business did you self-finance, family and self or go outside for investment?

The Business as always grown organically. As it is a made to order model we were always using deposit to fund the actually orders. So from day one we become self-sufficient. This past few years we have taken external investment to allow for us to see out our strategic plans.

> What was the toughest and scariest part of the startup?

At no point was it scary. I was a young guy with no responsibilities. It was only exciting. I had an extremely supportive partner in my wife, who remains supportive. Its scarier now as we have come such a long way and we have more to lose. At the start it was only things to gain.

 Having a young family not only motivates me. It also scares me to death. Andrew is the consummate dad, he does kayaking and running races together with his kids, they are now playing rugby, which for HK sake, hopefully they come to possess his outstanding skills, speed and tenacity.

 > Had you worked in apparel before other than running around rugby pitch for many years? Did you know where to get the items manufactured at the start? 

I had zero garment experience. Other than always liking my sports kit. It was a chance meeting with an old school teacher who owned a small factory that allowed me to pursue this. Without their guidance Tsunami would not have been possible.

>What assistance did you utilize from them?

Our first factory went above and beyond their role in supporting us technically. They offered us great guidance and prevented us producing a poor product from the very start.

> Did it help being based in HK, close to China sources?

Without a doubt. I cannot imagine trying to do what we did without the face time with the factory. These people allowed us to explain things tangibly on a daily basis about what we were trying achieve. Luckily they understood what we were trying to do and helped us greatly along the way.

 > You had a partnership with a few others, I understand that has since morphed into more of a solo owner situation. What is the biggest difference in today’s structure versus the previous setup?

I started with a great business partner. But unfortunately due to situations that arose within the business our relationship was not manageable. So we separated under unfortunate terms. It is an unfortunate reality of startups which are stressful in all those involved in the early days. I do have shareholders within the company who I trust greatly and call upon often for advice and guidance. But the day to day calls I am still free to pursue the vision I had from the start. Have the board allows me to have the safety net there when need as well as keep me honest in driving the business to where we all want it.

 > Your product is seen as a very technically sound product. How did you get the quality up to today’s levels, what was the process?

This has always been about bettering what is out there. Not being satisfied with the norm. Quality has always been key to us. It fits in line with our sustainability beliefs but also what we wanted to build the brand on. Anyone can make cheap product. We have always had sports people try out our kits. For fitting, quality and performance. Brutal feedback is not always great nor easy to take. Especially brutal from people I grew up playing with who’s opinions I trust. But taken the right way, it delivers a great product in the end and it has helped make us a top level performance brand.

> Lately you have made a concerted effort to consider raise your  Ecological concern in products? Not the usual sporting goods cause, main reasons? This has always been our desire.

We are now growing into markets that we can influence and make a difference. I am frequently saddened by what I see in the industry. Whether it’s the quality of product or the wastefulness of people, it really needs to change.

Having a young family, I hope to leave this planet in better shape than when I arrived. If I can influence that through what I do with my brand, then I will.  It is one of the driving forces behind making a success of my brand. The bigger we grow, the more influence we can have.

 > Do you think the ECO friendly move will help the brand and in which ways? what is the personal issue for you, fatherhood?

I have to believe it. It’s what I have built my brand on. I would not pursue this so passionately if I didn’t believe that we can influence the market. Why would you not want to make something that is less harmful to the planet. At the same time delivering a better, functional sports product.

 > HK is known as a heavily over traded rugby kit and team wear market, in a really quite a small market. What do you see as the reasons for your success at gaining a footprint here?

I believe its relationships. We offer a such service given our HQ being here that customers in HK get a service like no other. We have all our department heads within 30mins of our customer base.

 > Do you see brands, competitors falling off in HK and Asia as economic concern tighten the local economies in Asia Pacific? 

Quite the opposite. I believe people are seeing the befits of having their sourcing offices in Asia. With that they place a sales team to help cover their office overheads.

 > To-date it has been pretty much a domestic HK brand, but also selling to teams around the region. Do you plan international expansion and how will you make that move work? 

We have had offices in UK and Australia as well as distributors around the world. However, I took the decision to close these and take a look at my business model. People are so important in this industry and finding the right people, is not easy. We know have a far strong infrastructure in place in HQ to support distributors, that we no longer need a Tsunami owned sales offices abroad to build our brand.

 > What markets do you feel have been successful and any ideas on future market entries?

We are successful in markets with similar climates to HK. Our products are made from such good quality functional fabrics, that they suit the hot humid climates predominantly. Although we know have developed new fabrics and collections that now work globally.

 Our expansion plans are often dictated by the people who feel they can represent us well. I believe finding good people, with sincerity to the task is the hardest thing. Making the business work comes second.  We have some very exciting opportunities in the pipeline and are looking forward to seeing these grow.

> Who do you see as competitors to your brand?

We have many levels of competition. Pending on what the customer is seeking as to sport, price, technology. You will always have your local suppliers who will undercut you. You also have globally recognizable brands that people get swept away with due to wide exposure. I believe that what we offer is quite unique to our customer. We are still small enough to remain personal to their needs and yet at the same time bring a quality of kit that is second to none.

  > If you were approached to sell your company and brand what would be the determining factor (of course beyond a big wad of cash). The ability to remain with that company and drive the dream. Money is our only hand break. So to have that investment and the ability to go after my dream for the brand would be truly exciting. It would be hard to watch someone take my dream and finish it off without me! I want to be part of it!

 

> Three words that would represent the attributes someone has to have to launch their own brand? 

I only need the one word - Grit.

> Three words representing the drive to play rugby at a high level?

                                   Desire, Heart, Love

 >On a personal front, you grew up in HK as a youngster, and then did you go to secondary here or abroad.

I attend KGV in Hong Kong till 16. Not being the most academic kid was asked to leave and went to Durham school. It was to pursue my rugby more than my academics!

 > When did you know you wanted to play rugby at the top level?

When I was 16 my dad asked me if I had to choose one of Rugby or Football. I choose Rugby. A decision to this day my Dad thought was strange. I was small for my age and considerably better at football. Looking at the footballer salaries these day not sure I made the right decision!

 > How many International matches playing for HK? 

38 XV International matches (Caps), seven HKRugby7s, two Rugby7s World Cups

> Sevens versus Fifteens, what do you see as the future of the game or can both co-exist?

They are such different games that I can’t make that call. If it’s about growing the game, fans interest, then it is simply 7s that works. It is the best of the game pushed into 14mins, and is extremely draining physically.

 > Ever a question to stay with HK or try to play in the UK?

I played in the UK for 5 years. But my size was never going to allow me to reach the levels I’d have wished. So the opportunity to play 7s in HK was too good to not pursue.

 > What if any did you learn about your drive and effort from playing the game?

The more adversity that comes my way the more I am driven to achieve. I was never the most talented player. But there were none who wanted it more than me.

 > Biggest hit delivered (if any) biggest received (that you remember)?

I was knocked out cleanly playing Kenya at the 2009 7s World Cup. He hit me like a peach!

 I’ve not handed out many big hits. But I made one tackle I had no right to make against Shane Thomson of Canada at my first HK7s. It wasn’t big but it stopped a certain try! (personally, I think he is having a go at the author, me, a Canadian)

 > Name three Rugby career hi-lights that were a game changer for you in the game of Rugby or in your life?

Jim Walker was the DeA Tigers coach on my return to HK. For some reason Jim was hell bent on making me a better player than I believed I was. Without his desire to see me do the best I could I’m not sure if I’d have been as lucky as I was to play so much 7s. It was tough love that only after do you appreciate it.

 Darwin Hottest 7s in 2002. Craig Pain, he took a punt on me and gave me the belief that I had a future in the 7 aside version of the game.                        Scoring against Australia at the 2005 World Cup 7s. It was just very special to score against one of the best teams in the world.

 > You are doing TV commentary now, future career or fun side line for an apparel brand owner?

I’d love to do this Job. But like anything to do it well you need time. I sadly have not done my TV work for the past few years. Work & family has taken my time.

> Is the prep for TV work or Rugby harder?

The amount of effort you put in shows, and in the end you get the results!  Rugby was a whole life commitment. TV has always been a bit of fun that I would have loved to have grown into more. But time simply doesn’t allow for both and my brand always comes first

 > Has the commentary from "friends and foes" been tougher in TV or during your Rugby?

Very difficult. To remain professional is so important. It is never easy to criticize friends who are playing in the games and make glaring mistakes. Nor is it easy to keep my passionate strong opinions under wraps. So I decide to be myself, honest and direct in supporting the game at all times

 > What advice for young people thinking they would love to go national and wear colours and play for their nation?

Go for it. There are more people telling you you can’t, than those telling you you can.

 > You were a pretty good soccer player so why rugby, not the round ball?

I have no idea! My Rugby career was a lot of fun along with the hard work.

 > What is the feeling watching your own young guys running around the pitch now?

 I love it. My goal as a dad is simply to give them as many opportunities as I can until they find their passion. If its rugby, that will be great. If it’s something else, I will support them unconditionally. Kids are the best thing a human can do.

 Tsunami is a wonderful example of a startup being driven a committed, talented founder who utilized a tested skill set gained for country on a Rugby pitch to drive the development of a great brand.

 It is small scale but it is very profitable, and it would be an ideal step into team apparel for many larger brands. Team apparel is a complicated category needing individuality, customization and small scale orders and production runs.

 The classic steps of a startup have been made, developing a unique concept to enter an established segment, implementation of the business model, adjusting on the fly and making a technical product that is industry leading in technology and delivering the branded message consistently.

 Tsunami is a successful company and one that is destined for growth and should Andrew so decide, it would make an ideal option for a business wanting to enter the team category with a successful, proven partner.

By Douglas Sheridan,

twitter: @DougS888  Linkedin: https://ca.linkedin.com/in/douglassheridan