We followed up with JS Industries USA President of Operations Heath Walker to find out more about the Australia-based company’s new US store and headquarters in Oceanside.
We also asked how the company is keeping up with the surging demand for surfboards.
The new space is called JS Garage Oceanside.
Why was Oceanside a good fit for the new store and headquarters?
USA President of Operations Heath Walker: There’s such a great movement in Oceanside. Not just the great surfing locations from the Oceanside Harbor to Cassidy Street, there’s such a buzz with the community and new businesses starting up all over the place. It’s probably one of the last affordable places for young families in Southern California to reside and build a better future close to the beach.
There is also very established and respected businesses here engrained in surfboard building. Some of the best surfboards in America from concept to completion are built here in Oceanside.
With a minimum 12-year property lease at Wisconsin Avenue, we want to build our “Made in USA” boards here in North County San Diego and support the local community where possible.
Where were you guys based before in the U.S.?
Heath Walker: We’ve always been in North County and ran a warehouse style operation out of Carlsbad and Oceanside over the last 15-plus years until our move to Wisconsin Avenue last year.
How does the JS business in the U.S. compare to the business in Australia size wise? What are the differences overall and what are the similarities?
Heath Walker: The first difference would be market share. JS Industries in Australia is a household name, and a top of mind consumer choice for premium performance surfboards. Born and bred out of Kirra, Coolangatta, JS has a massive market share in Australia.
The US business sits around 25% to 30% of the Australian business in size, so there’s a ton of room to grow in the US market.
The biggest differences would be the Northern vs Southern Hemisphere seasons plus our different beach and surf environments. It takes an incredible effort for a Southern Hemisphere shaper to make boards that work there that can also be modified for the Northern Hemisphere surf environments. It takes years of experience and working constantly with some of the best surfers in the world. Jason and the whole Oz team have invested countless hours of time, money and energy to perfect their craft.
What has the demand been like globally during the pandemic? Is the company able to meet demand?
Heath Walker: Like all board builders we were extremely cautious going into the pandemic. April 2020 was crazy as we had to furlough some key staff (now back) and our retailers naturally pulled back on their prebooks so we were stuck with a ton new stock on hand. So we went heavily direct online and the response was fantastic.
The stimulus checks and cancelation of team sports meant the beach and surfing was one of the few options for many teens and young adults. This had a massive impact on surf hardgoods as we all know.
What’s been challenging for us for to meet demand in the US has been the loss of air freight and leaning on sea shipping for all our monthly orders. Plus, once the products land in the US, the congestion at the West Coast ports has taken its toll, too.
However we have been planning for this so the effect hasn’t been too crippling. I want to give a special thanks to all the amazing US retailers who have supported the JS business over the years and many years before I was here. The wholesalers are the megaphone to the local communities and retailers have been instrumental to our success in the US.
Have you had any pushback in Oceanside from the locals about an Australian board company opening there?
Heath Walker: I’d say yes and no.
On the yes front – we are in a very competitive market, there’s a ton of work that goes into making surfboards and the margins are very small so naturally we’ve had some push back. There are some very talented surfboard brands that are born and bred in Oceanside. They are doing what they can to protect everything they have worked so hard to build. I respect their efforts greatly.
While we are a very competitive company and brand, we are not here to decimate anyone’s business. We have enough challenges of our own to focus on and continue to work out the kinks.
On the no front – There’s been overwhelming support from people all over who love the JS Industries brand and the boards we make.
The city of Oceanside has also been amazing – Mayor Esther Sanchez and Economic Development Manager Michelle Geller have been so supportive. We can’t thank them enough.
Legendary surfboard shaper Gary Linden has been a great sounding board for us, too. He is moving his business directly across the street from us and we couldn’t be more stoked.
What is the JS point of difference when it comes to boards?
Heath Walker: No. 1 Performance. The countless hours JS spends with his current roster of athletes of Joel Parkinson, Mark Occhilupo, Ace Buchan, Ryan Callinan, Mikey Wright, Jeremy Flores, Makua Rothman, Dusty Payne and newly signed Conner Coffin on product testing and perfecting designs is incredible. We have some of the best surfers in the world riding JS Industries. It makes it an easy sell for us.
No. 2 The “Easy Rider” dimensions for the performance surfer of yesterday that still wants to rip today but just need the extra foam placed in all the right places. 40 is the new 30, right?
No. 3. The Baron series has an incredible offering of high performance twin fins. The “Black Baron” has been a game changer over the last two years with its retro alternative look but surfs on rail and is extremely ‘drivey.” We are about to launch the “Red Baron” – baby brother to the “Black Baron” which is even more foam friendly and a squashed down version for the smaller surf that still surfs fast, on rail and high performance. Then later this year, we’ll drop the “Big Baron.”
