Surf Accessories brand; RYD Land and Sea have announced that Brad Bricknell has officially joined the business as the company’s newly created Brand Director, and part owner of its Australian business.
The RYD team recently debuted at Surf Expo in Florida and is looking to expand its global footprint into 2020.
RYD Founder Barend Buys, a 20-year veteran of the industry, grew up in the same hometown as Bricknell in South Africa. Bricknell later moved to Australia in 2005 to further his career with the Billabong Group. He was then part of a team that successfully launched Vissla into Australia and New Zealand in 2013. In 2017, Brad launched The Business of Surf a website that ultimately evolved into a marketing and consulting agency in the action sports space.
Buys had initially engaged The Business of Surf to work with RYD on the brand and marketing side, and after a couple of short months of working together, Bricknell was brought into the business full time.
“Brad caught the heart of the brand very quickly.” Recalls Barend. “We shared a lot of the same ideas on the brand direction and future of the brand. As we started to gear up to expand globally, and we needed someone to come alongside us, to spread some of that workload that comes with managing a fast growing brand.”
“When I first heard about the RYD Brand, I thought gosh, the world doesn’t need another surf accessories business!” laughs Bricknell, a former South African surfing champion. “But the more I immersed myself in the brand vision to spread the joy of surfing, focus more on the fun element and impact people for good, it quickly became a no brainer to join the team.”
The RYD Brand has been going since 2014, but has started to ramp things up over the past 18 months. “The team has done a great job in getting the brand and business to where it is today.” Says Bricknell. “We have some incredible globally recognised team riders in Caio Ibelli (WSL Championship Tour surfer) and Stevie Sawyer (WSL World Longboard Champion), so the product really stacks up for them, and our ambassador programme is a real reflection of our brand culture.”
Looking at the year ahead, Bricknell is notably excited about the opportunity. “We have some exciting plans for a global brand campaign in 2020, we’re out talking to some more amazing surfers about joining our roster, and I’m really looking forward to introducing the brand to Australia later this year.”
While the Australian market is notoriously competitive, Brad remains optimistic. “From a positioning stand point, we’re looking at this space, and the future of the industry with a fresh point of view — one that’s inclusive, participation based and focussed on progressing our tribe through their surfing journey — and creating some fun and lasting memories along the way.”
“Then, from a business stand point; for us it’s about building something home grown for the long term and working with like-minded retail partners to ensure both sides are always winning. ”
For Buys, the timing couldn’t be more perfect. “We’ve held off looking at Australia for a little while, but when we met Brad and things evolved so quickly as they did, it was an easy decision for us to bring him into the family full time. The fact that he can help drive the global brand direction and take the brand to Aus is a win for all of us.”
Bricknell agrees. “I’ve always been big on purpose.” Says Brad philosophically. “This opportunity is more than just a job for me. There’s reason to wake up in the morning, and its not just to sell leashes, traction and soft boards! There’s a real opportunity to impact people positively here.”
The brands tagline — May the waves be good where you are — is the common thread that runs through the business and it’s people. “It’s all about others and it’s all about the people.” Says Bricknell. “The extended RYD family have already impacted me so positively and I just want to pass that on to others. I know in this group of people I’ve found family and friends for life.”
The brand aims to launch its product in Australia in time for Spring/Summer 2020 and the team will spend the next few months finalising the business set up down under. RYD will also spread it’s wings to the USA this year, meaning the team will have a lot on their plate over the coming months.
Follow the RYD journey at https://rydbrand.com or on social media @rydlandsea
About RYD:
The RYD brand exists to ensure you have the most fun you can in and around the ocean. We’re not bound by age, ability, background or gender. We’re a family based business, committed to bring you inspired product for every step of your surfing journey. From fun beginnings to the world tour and everywhere in-between, we’ll RYD with you wherever it is you’re having fun… from the land to the sea.
RYD Product:
RYD manufacture premium land and sea-based product, designed to ensure you score wherever you are, or wherever you’re going.
Our quality products cover the full range of traction, leashes, fins, softboards, surfboards, SUP’s, all your travel necessities and skateboards.
Our passion is to provide products that not only take you to new heights, but to continually put a smile on your face and create fun memories that last a lifetime.
Find out more: https://rydbrand.com/about-us/
