Head honcho grill – NCW’s boss man, Mark Graham, profile

Mark Graham is the brains and brawn behind North Coast Wetsuits. It wouldn’t be right to say it’s all down to him though – Mark has the support of a devoted wife, children and loyal team behind him. That said we wanted to put a face to the NCW brand and delve a bit deeper into Mr Graham’s history – what delivered him to this point, prompted the move SW to Cornwall and why he thought a wetsuit company was a good idea.

Where are you from originally, when did you move to Cornwall and what prompted you to up sticks and relocate?

I was born and raised in south east London and spent a great deal of my youth there as a base for various two and four stoke 2 wheeled adventures around the UK and Europe. If you go to the ‘about us’ page on our website you’ll find an article called “Small is Beautiful” and an action shot along with a little story about the major life event that ultimately gave me the presence of mind to end up here in Cornwall.  That event involved a biker weekend bash in central France, a large matt black motorcycle, an idiot on larger 1200cc motorcycle, a fireball and a long spell in hospital. Some years into the recovery my good friend, neighbour and the drummer in the band I played bass with said to me: “Come west young man, we are moving to Cornwall”. I thought he was crazy but we (the wife and I) came down to visit for a long weekend. I instantly fell in love with North Cornwall. I didn’t think living in Cornwall would be my long suffering wife’s cup of tea (I had put her through a lot already!). A few months later and during a storming row I hear her shouting at me: “I don’t know why we don’t just sell up and move to North Cornwall too.” So we did. It took about a year. Best thing we ever did.

What’s your employment history all about – have you always been involved in watersports business or was starting NCW a moment of madness?

I left school at sixteen with nine good grade O levels (showing my age now). I left as I didn’t like school. I wanted out of there. I just hated being told what to do. The school even called me and asked why I didn’t want to come back and do A-levels. It just wasn’t for me and there were plenty of jobs back in the early 1980’s.

In under a year I worked as a mechanic, a roofer and a Perspex sign maker. None them were going anywhere but I learned a lot about life with each job. I got sacked from the sign making firm. Too much time off sick due to a minor motorbike accident.

I was out of work but it was summer so no big deal, still plenty of jobs. My Dad had a successful car spares business. He asked me if I wanted to learn about his business so I went to work behind the sales counter in his busiest shop. I was there about nine months from what I recall. I learned a lot but it was tough being the boss’s son.

One of his shops was failing. I was only 17 but he asked me if I wanted to take it over and run it. I would be on my own with no staff. That way it might pay and the bonus was I could have the flat above. I jumped at it. I ran the shop for five years and he made me a partner. It was long hours and seven days a week but I learned a lot about business and people. He had a great offer for the freehold which he could not turn down and so he sold the property. I came out of the deal with nothing to show financially but with a lot of business experience and five years rent free living.

Times had got a lot harder at the end of the 80s and many businesses were failing. Opening another shop was not really a good move. A little older and wiser I went to college part time and studied horticulture. I also started a one man garden maintenance business. It was good not to be tied to shop hours and have some freedom. In no time I had a few guys working for me. It was going well. Then my cousin offered me a place working for his landscaping firm out in Spain. Off I went.

Great fun, learned a bit more. A girl made a mess of my head and I left Spain and came back to the UK in the middle of winter. The only job I could get was as motorcycle courier in London. Perfect! Great money, great fun and some danger. Loved it. Within a year I saw too many smashes and good riders end up in hospital. I started looking around and had an offer to train as a croupier. Interesting, different, why not! After a few months of intense training I got a job in the busiest casino in central London. Did about two and a half years. Good times. Climbing the ladder. Then BOOM! (See my trip to France as detailed above).

I was told I would probably never be able to work again but from my wheelchair I started an online travel business. It started slowly and very small. Hardly anyone had the internet back then in late 1994. But it grew nicely and gave me a little income. Within a few years I was also offered one day a week managing a street market by a family friend. I could just about cope with one day a week on my legs. It was interesting work and I really enjoyed that too. Until earlier this year I was still managing that same market for one of the London boroughs remotely from here in Cornwall with the occasional trip to the Big Smoke. Eighteen years of service!

The online travel business meanwhile grew beyond all expectations. My wife gave up her job to come work within that business full time. However within 10 years things started to slow down as too many big boys became involved (think Booking.com and Expedia etc). It did very well for us and gave us the freedom to move to Cornwall. All we needed was an internet connection. During this time I got into surfing and started NCW.

It’s been growing ever since. Oh and I nearly forgot to mention that I have served until very recently with H.M. Coastguard as a cliff search rescue officer on the Port Isaac team. It’s full on and we are on call 24/7/365 days a year. Rewarding work but equally frustrating when you run a small business. When the pager goes off you have to drop EVERYTHING and go. You never know what to expect when you turn up to a shout. It can be a missing person at 3am on a cold wet winter night, a dog and owner over a cliff hanging on for life or family group cut off by an incoming tide that all need hauling to safety. My part in the team came to an end due to long term health issues. It’s one hell of an adrenaline rush when the pager goes off and you really are helping folks in dire need….I miss that!

How long has North Coast Wetsuits been in existence and in what year was its inception?

NCW is now in its 12th year. I started NCW back in 2004, again on a small scale, alongside the other business. It was much more of a passion for me. I didn’t really enjoy the travel business anymore and I could see it slowly dying. I could see my future in rubber! It was something that was challenging and I really enjoyed. I really thrive on the creative side of the business.

What made you want to start a rubber based watersports business?

Passion for the sea, a change of direction, the need to try something different and of course to make a living.

Why wetsuits and rubber – why not surfboards and hardwear?

I’d say that was because of my first experience of buying a wetsuit. On a cold dull day in the slow season I found myself in an EMPTY local leading wetsuit shop. I was armed with a fist full of Dollars but being told: “we don’t do deals”. Straight away I just thought: “that’s wrong, there isn’t enough competition here. I could get involved with this”.

Tell us a little about NCW’s ethos – what’s your brand message and your company’s unique selling points?

We aim to sell a high quality well-built product at a fair price. We don’t spend fortunes on branding and basically that is one of the reasons our customers find our product better priced than major brands. The first suits we started to import were made in the same factory as one of the leading brands that speaks of being the “Original” inventor of the wetsuit. Within a few years in the business I soon began to find out that all the major brands out source to far eastern factory makers. They do not make ‘in-house’ as we all think and furthermore it became evident they’re being driven by profit margins and not by longevity. We would never low spec a suit zip, for example, to save literally a Dollar, when for two Dollars you can have the BEST zip money will buy.

It you had to define NCW in three words what would they be?

ADOPT, ADAPT, EVOLVE

How hard is it running a home grown watersports business based in the UK – aren’t the elements and Mother Nature’s moods stacked against you? What’s the most difficult aspect of the NCW business?

That’s a tough one, I have only ever lived in the UK pretty much, so it’s just natural. The cold water is why you need a wetsuit so I can’t imagine running this business any place with warm seas, although it might be nicer! It’s a common misconception that people think the summer time is when it’s all happening. As any waterman will know the winter and spring are when the seas are coldest and you need good kit. We sell almost double the amount of gear between November and April. You need a lot more rubber when it’s cold so the UK works for us.

The hardest thing for NCW is getting known. We are competing against HUGE brands but people find us, like us and become long term customers. Our kit is built to last and at a fair price. We don’t spend  vast sums on advertising and therefore we can keep our prices keen. It’s getting people to understand that which can be hard.

Tell us a bit about your product line – what makes NCW products tip top and why should surfers/watersports aficionados use your product?

Every one of our own branded products we use ourselves and the product, from an original idea, evolves as we use it. We get both sponsored rider and customer feedback. Customer feedback is an important part of our business. We try to keep things simple but effective and not over complex. There are a lot of gimmicks and talk out there. That’s not what we are about although we like to keep up with what others doing and we’ll adopt the current technologies if they are appropriate and work. We always try to strike a balance between functionality and value for money. If we can spec high for not a lot more then we’ll do it. It’s not all about profits and one off sales. Keeping our buyers long term is very important to us.

Are North Coast Wetsuit wetties and accessories manufactured in the UK? Are you at liberty to tell us where they’re made and why?

We’d love to tell you we have all our kit made here in the UK. It’s no secret that all our kit is made in the Far East. It’s all labelled as such. Making kit here is something we aspire to but sadly it’s really just not possible.  We have regularly put our product out to British firms to see what can be done but the bottom line is it’s unaffordable right now unless we were to pretty much double our retail prices. That may change and in the years we have been in this industry we have seen labour rates, shipping costs and currency rates shift and increase. I feel that one day we might be making in Europe but by then we’ll all be paying far more for all the products we buy in our day to day life.  It’s not just price; the expertise and latest manufacturing techniques and innovations can come from the East too. We have worked with a number of the top makers for many years and this means a reliability in our product because of their experience and volumes of production. A lot of our kit is made in the same factories as of all those well known brands that are household fashion names. They all outsource too not matter what you might have thought.

What would you say are NCW’s most popular products and why?

People seem to LOVE our long and short Johns and our neoprene rashies (vest type, long sleeve, hooded and so on). This may be partly because you can wear them under or over a wetsuit or on their own at warmer times. They are great for all year use. The other surprise is neoprene beanies. It astounds me how many we sell. We only took at crack at these when my water loving cousin that lives on the Isle of Wight suggested it. I thought they were a non-starter. How wrong was I! THANKS CHRIS! Finally drybags have been good for us. They are dead handy and a year round seller. If you’ve never used one take a look at our extensive range. So many uses for a dry bag if you’re a waterman.

Got anything new in the pipeline you can let us know about?

Possibly a new 5/4mm winter suit is in the offing. We have been testing some new ideas and neoprene blends. It could be something pretty special and a great price.

How does NCW compete against the bigger wetsuit brands such as O’Neill?

I would say value for money, it’s that simple.

What’s your overall opinion of the watersports industry – do you see any particular growth areas that NCW gear fits into? If so, what are these?

For me it’s not about fashion but about functionality, practicality and value. You need to stay warm to enjoy the seas, not look pretty! I’m not sure where we are going, perhaps where our customers lead us? But we do keep our eye on the ball. We don’t want to reinvent the wheel. If it works and people use it, we like to sell them our kit and hope they are really pleased with it.

Do you have a roster of team riders? If so, what credentials and traits do you look for in a new recruit? Are you open to being approached by individuals looking for support?

We have a few guys on the team, details on our site. I guess we are looking for people that spend time in the water. They can give us feedback and share their ideas and issues which in turn helps us to build better products. We look for openness and honesty. That’s what I like in people in general. Don’t tell us you’re going to take on the world and then not do it please! We are always open to being approached, it keeps all the other guys on the ball too.

How much time do you and your family get in the water – are you a passionate surfer or do multiple watersports float your boat (so to speak)?

It’s not true what they say, turn your love into and business and you’ll fall out of love. I am still in love with the water, I just don’t get the time to goof off and surf when its right out their like I did 10 years ago. I love time in the water with my kids and most of our family holidays are sea based. I’m regularly in the wet stuff, on a minimal and even a SUP these days. The speed and buzz of a wakeboard session is high on my to do’s if it’s flat and we have a family size big old sit on top kayak that sees regular use. Can’t beat an after school bodyboarding with the kids too.

Sometimes it’s great just to go for a swim in a quiet spot and I dig snorkel sessions too. You’ll catch me now and again going for a bit of SUP yoga when it’s flat, that always gets plenty of laughs from the shoreline. If only there was more time. That work / fun balance is a bugger. In recent years it’s been too much work and not enough fun but I am aware of that…

Tell us about your local break – is it world class?

My local break is Polzeath. More human soup than world class these days but there are ALWAYS great days with less folks if you look for them. It’s where it all began for me so it holds good memories.

What’s your favourite UK spot to surf and why?

There are still a few places that I won’t name locally that can often work when it’s big and blown out at the known spots. They are not world class but they are often quiet and people over look them thinking they are places you don’t surf. For me I LOVE being the only one on the water. That can still happen in these places. Say no more.

What about overseas – do you manage to get away each year? If so, where do you head?

I love Brittany. It’s like Cornwall without the summer crowds. It’s beautiful and undiscovered to some extent. Been out that the last four years and off there again this year. Wouldn’t miss it and it’s a stone’s throw from Cornwall. Plenty of space and spots – many under the radar.

Got a favourite global surf spot you need to tick off?

I don’t have a tick list but I guess like many I’d love to surf some warm seas as I have never done it yet. I’d like to get down under and catch a few with the guys we sponsor in Australia before my GAME OVER!

When do you actually get your down time – do you work to the ‘Cornish clock’ and check out every winter?

The Cornish clock isn’t like that any more. I know very few people that leave for the sun in the winter these days. It’s busy all year round and as I mentioned we do more business in the winter. Down time is as and when I can grab it. We don’t open the showroom weekends but I am often working anyway. Down time is more like bunking off an hour or two early before the end of the work day when we have lighter nights. Hitting the beach with family and friends after school with the right watersport kit for the conditions of the day. Followed by a BBQ on that beach.  I think we had our first beach barbie of the year in early March last year and possibly the last in mid-October. You got me thinking now. I have never had a night surf. I must get my s**t together and try that this year.

What’s next for NCW and Mark Graham?

More of the same I guess, trying to find that life / work balance. Work to live, don’t live to work. You’re a long time dead! I nearly found that out the hard way.

Any final shouts, thanks and praise?

I have to mention our long time sponsored rider and my friend Rich Smith. Multiple times British Kneeboard Champ and 2007 World Kneeboard Champ. I still cannot believe he could not get a wetsuit sponsor after winning the title in California in 2007. We sponsored him after a mutual friend introduced us many years ago. His feedback over the years has been invaluable and he’s never been shy when we needed a model for a product photo shoot despite the stick his mates would give him. THANKS DUDE!