We have heard that The Heart Supply, a new skateboard company by Element founder Johnny Schillereff, is getting some early traction.
We followed up with him to find out what has developed with the brand since it debuted in 2020.
You launched The Heart Supply last summer. How are sales going? Where can I find the brand?Â
Johnny Schillereff: Sales have been strong. It’s been amazing to have received the support, from our likeminded partners around the world, who have given us the ability to materialize The Heart Supply swiftly.
In the Americas, we work exclusively with Eastern Skateboard Supply, South Shore, Ocean Avenue and Ultimate Distribution. Internationally we work specifically with Rolling Thunder who gets our products to distributors around the world including to Nineteen76 for the UK, V7 in France, Blast in Italy, Marteleira in Portugal, Centrano for the rest of Europe as well as Project in Australia and Irrom in New Zealand. They all distribute our product to the greatest retailers across the globe.
Our e-commerce partner is Skate Warehouse. And lastly, in the shopping mall environment, you can find our product at Tilly’s, Vans and Zumiez.
I know philanthropy is a big part of the company. How many skateboards have you given away? How is the giving mission evolving?
Johnny Schillereff: Inspired by Element’s original intent, we have incorporated the same ethos and love for skateboarding Element had – but with a narrower focus to give free complete skateboards to kids.
Our ‘Give Skateboarding’ initiative has grown significantly since we last spoke. By working with our distributors and retail partners, in addition to nonprofit organizations such as Next Up, Boards for Bros, Skateistan, Make Life Skate Life and other skate camps and instructors globally, we have given away more than 1,000 new, quality, complete skateboards to kids in need. We plan to grow that number.
You have talked about making a quality skateboard affordable. Why is the price point important to you?
Johnny Schillereff: Our goal is to make skateboarding more inclusive, affordable and accessible, and price point is critical. As skateboard prices continue to go up, it’s key we offer a lower priced, quality skateboard that provides a positive experience.
We recently introduced a superior complete skateboard, with an MSRP of $80 – and we plan to bring another lower price-point premium complete to market. Better shouldn’t have to cost more.
With your new company, it seems like the mission is less about creating an uber cool brand and more about creating an inclusive brand that can reach more people. Is that an accurate statement?
Johnny Schillereff: I believe ‘cool’ and inclusiveness can coexist in a single brand – and with the greatest and most iconic brands that is always the case. Exclusivity doesn’t define ‘cool.’  In fact, being ‘cool’ is sharing and giving. Not sharing the beautiful culture of skateboarding, or preventing it from reaching its full potential, would be ‘uncool.’
Any big plans for the brand in the next year?
Johnny Schillereff : 100%. By the time you read this, we will have completed our first philanthropic skatepark, Xala with Heart, on the central coast of Mexico. We are also closing the loop on our ‘Give Skateboarding’ initiative by planting trees on behalf of skateboards we manufacture.
We will stay focused on the next generation of skateboarders, who are positive role models, and The Heart Supply will continue be a brand that leads by example. And, lastly, we will continue to expand our distribution, with the aim to grow participation, provide prosperity to our team riders, and increase the amount skateboards we give.
I would like to take a moment to thank Jim Bob, Bobby Goodwin, Reggie Barnes, Steve Douglas, Ricardo Santa Cruz, Sarkis Miló Hernández, our team riders, staff, and my wife and family for believing in me and my new venture and giving me the confidence to move forward in this next chapter.
