Getting rich through sponsorship.

   I read recently this excellent piece by freeskier David Lesh from Virtika - in truth it echoes many similar articles that have been written by professional outdoor sportspeople and by frustrated industry types, the latter as they trawl through a hundred misspelled and poorly thought out requests for financial support. It also mirrors my experience, both as an athlete and during the many years that I was CEO of Nookie. Want to get rich through sponsorship? You won't!
Fact is, being sponsored is more of a status thing in most adventure sports. Sure, it saves you a bit of expenditure, but it also ties your hands and you give a lot of hours, days and months for a return which, if quantified, might not feel like such good value! But you'd rather work at your sport than in McD's. I get that...
A few top athletes do get serious money. Think Kelly Slater. I've been considering what it takes to do that, and I think it's this; you have to be up at the level where people you don't even know chase around after you taking your photo, writing shit about you, bigging you up or badmouthing you and trying to sue you. You are so awesome everybody wants a piece of you, or to hear about you, and you can't have a drink in a bar because you'll get too much attention. If you are still the guy who's paying people to shoot you (or worse still getting your friend or your mum to do it) and doing all the talking about you yourself, you are not there yet.
Take a look at this list. Surfers, kayakers, skiers and boarders are not on it. Or in the top 100, for that matter. Super rich dudes like racing car drivers are not even hitting the top ten, despite being the most sponsored people on earth, most of them.

Still... there is no harm in trying to change the world for the better, so:

Doug Cooper

Don't underestimate the power of personal recommendation. Kayaker Doug Cooper was recommended to Red Bull by Shaun Baker, who told them he wasn't just another wannabe, but had the communication skills as well as the drive, talent and dedication to endorse their brand. I am lucky to have made a name for myself in kayaking, so whenever I am working on a book, mag article or other project, kayaking industry peeps are falling over each other to give me stuff, pay for stuff, and basically leverage my ability to get exposure. But when I was working on the Haynes Skiing Manual, I thought I might get some help from the ski businesses because hey, I know how to sell myself - I got nowhere. Most ski companies didn't even reply. Because they'd never heard of me. Then I was at an outdoor show, meeting with one of my other strategic partners, and when I told him this story of woe he said "I'll call my friend who represents Atomic..." Ten minutes later Tord Nilson from Iconic Agency is standing in front of me - I tell him about the book and he says "You can have anything you want" - because it was a personal recommendation from someone he trusted (Rory Atton from Dewerstone).

So, it's not what you know, and it's not who you know. It's who knows you.

Beyond that though, never forget that it is what you can offer the brand that matters. No one wants to give you things just so that you can look cool or have more fun. It's often better to approach companies about specific projects and quantify what it will be worth to them. A marketing executive is more likely to give you £100 for a day's work that gets him the photo/video/result he needs, than he is to sponsor you year round. And that's great, because you aren't then tied to any one brand. The downside is that the brand won't be interested in marketing you by name, and as I said at the beginning, status is often what truly motivates an athlete.
As Tez Plavenieks said to me on Facebook the other day:

"Sponsorship is overrated. There are other ways to turn the sports you love into a job you love - as you'll no doubt agree."

I do agree...

***************************************

Bill Mattos endorses:

Another fine DPS...

Photo - Bjorn Thomassen © Haynes Publishing Ltd

It is a truth commonly acknowledged that the first thing you should see when you open a book is some pretty girls in bikinis. OK, maybe it isn't. But it is a common truth that kayaking books don't have enough girls in them, and that too many of the people of either gender are wearing a lot of unflattering clothing and equipment, which is no way to sell anything, especially an entire sport. And the fact is, indubitably and despite what the expert whitewater self-publicists would have you think, the majority of actual paddling that takes place in the entire world takes place wearing only swimwear.

My challenge, then, was to reflect that without incurring the wrath and ire of those who think you should never venture afloat without a lifejacket and a helmet on. Or the snide remarks of those who, for whatever reason, think that any attempt to make kayaking look sexy is in some way offensive. Frankly, it offends me when it isn't. This double page spread in the Haynes Kayaking Manual, predictably, has caused quite a lot of comment. Most of those comments have been something like "Well, I bet you enjoyed that photo-shoot". As if I have to engineer some sort of complex ruse when I want to look at girls in bikinis. That is what the internet is for.

Actually, I'm not sure I did enjoy the photo-shoot. It's nice when a kayaking photo-shoot involves more kayaking than it does carrying stuff a very long way to the location, but that rarely happens. I remember on this occasion I was exhausted and close to tears before I even unloaded the kit from the van. And then we had to carry it a very long way to the water. It's a miracle that the girls look as though they're having a good time, because it was freezing cold and very windy. Bjorn, the photographer, was soaking wet from standing in a river to get the right angle for the shots. The same river that I allowed his very expensive reflector to blow into because I was temporarily distracted by something. I forget what.

All in all, the scene behind the scenes was not as happy or as pretty as the images it created, or the people in them. But whatever. That's the way it goes. More often than not.

© Nookie Waterwear And Apparel

The photos have gone on to be popular with the sponsors who helped to make them possible, with Nookie using them in web content and on their show stands, as well as Kober paddles and Tootega kayaks.

© Haynes Publishing Ltd

And this one definitely lifts the overall feel of the book from the macho, body-armoured front cover shot (pictured below) to the tanned and happy photo that confronts the reader on opening the tome. So, difficult and stressful though it was to make the shoot happen, I'd happily have done more of them if it had been practical to use those kind of images more.

The other group whose wrath I feared was the pseudo-feminist "You're only using these images cynically to sell your book" campaign. Of course, the truth is, these ladies are not exactly paddling. They are, heaven forbid, having fun though. If they were semi- or more-naked and pretending to scout a waterfall, as some do, that might be seen as contrived. Or perhaps not. So far, anyway, I haven't had more than slightly raised eyebrows, rather than the online flaming I was expecting, but my prepared response stands... all over the world, pretty girls are at the beach wearing bikinis. Some of them go kayaking. It's not weird, or wrong.

Photo © Bjorn Thomassen

Behind The Scenes 2

I should know by now that time and tide wait for no man - photo Bjorn Thomassen

   Another of the lifestyle DPS's (Double Page Spread) for the Haynes Kayaking Manual featured a cheerful group of sea kayakers, ostensibly setting up camp / making a brew in a picturesque rocky cove. These lifestyle pics are part of a strategy to make the book "feel" good throughout, to tie together the 400 or so action shots and the less dynamic equipment photos. There are only six of them, but since they run full-bleed across two pages each, they have a big impact on your first impressions of the book when you pick it up. I judged this to be important, but time will tell whether it makes the positive difference I'm hoping for...

© Haynes Publishing Ltd - photo Bjorn Thomassen - Valley Sea Kayaks

The location, a gully on Cot Valley beach in Cornwall, was chosen by photographer Bjorn Thomassen for its spectacular rock formations and gigantic mega-pebbles. Less so for its for ease of access while manhandling composite sea kayaks, as there is no path into the gully, but we are no strangers to adversity. As well as the four of us in the photo, there was just Bjorn, assisted for the day by awesome Swedish photographer Jeanette Svensson. But as always everyone just mucked in and lifted and carried stuff. And there was a lot of stuff. Portable studio lights from Elinchrom and The Flash Centre. That's three Elinchrom Quadras with their diffusers and stands, plus two giant folding California Sunbounce reflectors, battery packs, cameras, spares, stuff to keep it dry... Frankly it wouldn't have been possible to get the job done in the tide/weather window of about six hours without the super-portable power packs and lighting equipment, unless we'd had a separate rigging team.

The Valley Sea Kayaks and bags of Nookie gear had to be ferried down steep rocks onto the beach. Normally I'm one for throwing these durable kitbags wherever possible, but by some bad planning I wasn't sure which bags contained photographic equipment as well as clothing! And the kayaks themselves, though far from fragile, are too valuable to scrape and drag. So getting everything to the location took a while, although not as long as paddling there would have done. In another twist of fate, we were all in bare feet. I'm really not sure why that happened, and suspect incompetence on my part. I can see at least one pair of shoes in the final photo! Sometimes there is just too much to think about...

Model Chanelle, completely unfazed by being used as a porter

The Kayaking Manual has been on the streets for over a month now, and bandied around the various social media for longer than that. That photo is, so far, the only image that I've received significant grief over. Some paddlers felt that the models looked too tanned, warm and happy, and that this didn't reflect their idea of kayaking. And a couple of people thought it was a bad thing that they look like models. Sorry... The thing is, all four of the people in the shot actually are models. The fact that three of them also happen to be kayakers is kind of by the by. They were selected for the fact that they look outdoorsy and sporty, but more importantly that they can stand stand around all day getting windblown, wet, cold and hungry and still be able to smile and look good!

Models Russell and Jade also did the lifting and carrying

Some other comments:
 
'...a bit too fake for my taste, perfect hairdos, spiffy clean clothes, shiny kayaks, even the rocks are clean...'

'I would not have my composite boats on rocks like that...'

"...none of my friends and I go on a trip with coordinated tops and shorts."



That last one did amuse me a bit, because most of my friends do ;)

Interestingly, The Expeditioners Magazine sent a positive message about how much they liked the photo when we shared it on Facebook. Perhaps because they too are real kayakers, but as committed as I am trying to make travel look attractive and not like some sort of trial...

Russell takes the plunge...

 Of course, part of the mission was to feature the boats from Valley Sea Kayaks and the neoprene and thermals from Nookie. I can't get all the photos for a book like this without the help of sponsors. That's why everyone's wearing matching gear - it all comes from the same manufacturer, and the sub-plot here was to get them some catalogue shots in return for the equipment. The paddles are all from the German manufacturer Kober. The boats, while all Valley, have a bit more variety, but I still don't understand the criticism that they're "too shiny". My boats get dusty and muddy in the back garden, but they tend to get very clean in the water.
What these pics really show is the massive difference between photos of how the location really looked (mine) and the ones Bjorn lit carefully with the Elinchrom gear and shot on the top cameras and lenses from Canon. It's like pumping a little magic into the shot. And that's what I wanted... I do understand the criticisms of those who'd prefer to see grittier pics, perhaps of unhealthy looking people being cold and miserable, but I don't think that's going to sell as many books! That's it until the next instalment. Have fun, and don't forget to breathe.

Models look on as Bjorn positions lights and kayaks. Look at the difference in light and texture in the next photo!

Another of Bjorn's shots from the same set that was used in the back inside cover spread of the book. I love all the different compositional elements of this photo, it's more of an art shot than a lifestyle one.