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ERIK LYTHSUBTECH SPORTS
TALKING TO ERIK LYTH

SUBTECH SPORTS was in practice founded on Bondi Beach by a group of enthusiastic Swedes and Aussies. Born miles apart, but with a passion that brought us together we all knew what we wanted to do -  run a company ultimately focused on action sports and come up with smarter products to live out and share your passion! 

TVGrapevine recently talked to Erik Lyth, the man behind the business. Below are some of the highlights from our chat.


Tell me a bit about yourself and your career.
My name is Erik Lyth, born in Sweden, but many years abroad, especially in Australia. Before I started Subtech Sports I held senior marketing positions at Adidas and Loreal. To me, sport and adventures has always been the number 1 priority and energy source in life so Subtech Sports was a direct response to that. 


How did you come up with the idea for your product?
Well, within Subtech Sports, we have a group of devoted athletes but within different sports helping us steer the company towards cool products that really help us all when we are out doing the things we love. The PRO DRYBAG was a result of a dialogue we have had for awhile were most of us had bags that "kind of protected" our gears but not 100% We wanted to change that.


Explain to me what it does and how it is different from similar products.
PRO DRYBAG 45L is a sport bag that is truly 100% waterproof and hold a very high level of shock proof ability which means that you can keep anything in it and still feel protected no matter if the bag is treated in a rough way or extreme environments. We use a special type of design, airtight zippers, welded seams and premium fabrics to achieve this level of protection. 

What do you hope America likes about the product?
To put it simply, the proof is in the pudding and we know that we have developed a bag with an extraordinary ability to protect your gear no matter what. We know that there are a lot of people like us out there with a keen eye to adventure but still need to bring their stuff such as laptops, phones etc. This bag solves that challenge. 



Where can people buy it?
At this point the bag can only be purchased through our Kickstarter campaign and from January our website as well. Since we are already working with US distributors for our other products we will be able to present our roll-out strategy together with them in Q1 2015 and at what retailer you will be able to buy PRO DRYBAG. 


Are you planning on coming our with more products?
Yes, we continue to challenge ourselves and go to extreme places where we evaluate what type of products that would really help us, make sense with the rest of Subtech Sports product portfolio and simply fun to bring to market. 


Tell me about the Kickstarter campaign to fund this.
Kickstarter is a very interesting way even for established companies to reach out to market and get their feedback on what type of products they want us to make. You take two of the most critical components out of the wquation, when dealing with business development, which is funding up front and will the market buy this. It is a very strong tool to create this critical dialogue with your customers. And you also make new professional friends. It may sound corny but it is true.  


Why did you go this route?
For the reason above. 


How can people donate?
You just click "Funding" on the Kickstarter campaign website PRO DRYBAG 45L. (https://www.kickstarter.com/projects/384507327/pro-drybag-45l-100-waterproof-50m-164ft?ref=nav_search)


What would people be surprised to know about you?
I am actually pretty good in the Kitchen. Few people gets to see it though :)


What are you watching on TV these days?
Probably what everybody else is watching like Game of Thrones and House of Cards..


Any last words for America?
Being a Swede, and we are pretty reserved, but now with many years in Australia to "loosen up" I cant wait to enter the US market and finally compete on the most open market of them all and hopefully meet up with lots of similar minded people, learn from them and get them to like with what we offering. Simply have fun and share your passions! 

Thank you to Erik and his team for this interview and be sure to check back for more information on his amazing new project.



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