Same Questions Different Brand - Eleveight
Issue 78 / Wed 11th Dec, 2019
Ever wondered about the brand Eleveight? Find out about their ethos in a new series where we ask the same questions to different brands, with a goal to see if their passions align with yours...
In a new feature we put together a bunch of questions which we carefully worked out would work for everyone, brand names changed of course. The focus is to look at what drives a brand and how you as a rider can or perhaps can’t relate to them. First up is Robert Bratz from Eleveight!
What is your core focus as a brand, and what do you think makes you different?
At Eleveight, we focus on pure perfection in everything we do. That holds true to our product range with 100% focus on product performance, quality, functionality and innovation. We love the sport, and innovative product design makes all the difference.
Additionally, we also focus on constant communication with all our partners and customers. We believe it is essential to listen to the market and implement their needs into our development process and all other customer services.
When we founded Eleveight, we wanted to develop a brand, which reflected kiteboarding in the way we see and live it. Our slogan "Our Passion is Yours" is a reflection of our vision and values.
Who makes up the main team behind the products and what experience do they have?
Peter Stiewe, one of the founders and product manager, is the mastermind behind all our product developments. Peter has been in the industry for nearly 20 years and has in-depth knowledge of product design and the related production process. He also created a small and efficient development team with different experiences and diverse knowledge. Our directional board designer, Franz Schitzhofer, is an institution in the kiteboarding world and our backbone for all our twin tip developments.
How much testing and product development goes into making a final product?
That depends on the product category. For a new product, we take our time to make sure that all the bits and pieces are right. For example, our new OS one strut kite had a development circle that took over two years. A new product design needs more testing and more sample rounds that also requires more development time. We want to make things as perfect as possible, that means we release a new product when we feel it will satisfy our performance criteria 100%.
In general, all our products are heavily tested in different conditions and locations around the world. Sample production and related testing is fun, but a time-consuming part for our development team. Each kite size or board model is tested and refined 2 or 3 times. For example, for our kite range, we produce over 70 prototypes yearly.
Which product are you most proud of in your line and why?
Overall, we are proud of our whole Eleveight range. Each product reflects a vision and the aim to satisfy a particular target group. In our 2020 range, we increased our product portfolio in each segment. That was, for a small team like us, a massive amount of work but in the end, highly rewarding.
We are very proud of our cooperation with the kite schools and the development of our school kite. The PS is specifically designed to meet the demands of schools, and the development process was slightly different. The result and related success of this product made us proud and showed us how important it is to listen to our partners.
What's the hardest part of running your brand?
To handle the fast growth of Eleveight was not always easy and gave us some challenging tasks, but we do what we love, and we do it with passion and dedication. We work as an experienced team together, and that helps a lot to overcome most challenges.
What's the most rewarding?
The most regarding part is all the trust and positive response from partners and customers. It is a great feeling to see that our shared vision and values have met the demand of the market. When we started in 2017, we jumped into the cold water as newcomers. Now two years later, we are one of the top 8 kite brands in the world with strongly perceived branding.
What does the future look like for Eleveight, what innovations, different areas and new products are in the pipeline?
Eleveight will further increase the product portfolio in all categories of our sport. We've got some good ideas, and we're turning them into reality; including kites, foils, foil wings, accessories and other items. We can't share too much information just yet, but development is in full swing!
Can you describe who the typical Eleveight rider might be? - By this, I mean the guy who buys your gear, who are you pitching yourselves to, not the pro riders.
It's hard to label an Eleveight rider within a specific segment, as our range is quite diverse. I think if someone is choosing our brand, then he wants a product, which is performance-driven, and good quality. We try to make sure that these values are reflected in our product design and all our communication strategies.
Why should someone choose you over another brand in the shop?
In marketing terms, we build the finest performance kites in the market! Above that, we believe in high-quality products and customer service. Eleveight is a self-funded brand with strong core values in water sport. We are kitesurfers, and we want to create products which are state of the art. We are a transparent brand, which is approachable on all levels, and we want our customers to trust us and get the best service as possible.
What phrase best sums up the brand?
Our passion is yours.
Videos
By Rou Chater
Rou has been kiting since the sports inception and has been working as an editor and tester for magazines since 2004. He started IKSURFMAG with his brother in 2006 and has tested hundreds of different kites and travelled all over the world to kitesurf. He's a walking encyclopedia of all things kite and is just as passionate about the sport today as he was when he first started!
