When We One presented itself to the public for the first time at boot Düsseldorf in January 2023, the surprise was a success - virtually unnoticed, company founder Gerhard Scharl and his team had launched a new brand and apparently created a complete range of boards from wave to freeride and freestyle to foil. Since the 2024 season, there has now been a cooperation with GunSails. We asked Gerhard Scharl and GunSails Marketing Manager Jörg Müller about the aims of the collaboration.
Gerhard, We One was launched exactly one year ago. What are the challenges of launching a new brand on the market?
Gerhard Scharl: Setting up a complete product range is only one part of such a brand foundation. The biggest challenge lies in making a brand recognisable. To do this, you first need an identity, starting with the logo, the name, the designs and the brand philosophy.
Since this season there is a co-operation between We One and GunSails. Why does this make sense?
Jörg Müller: We generally have a similar sales strategy via direct sales. We were already in contact about this shortly after the 2023 trade fair. A cooperation makes sense for us as a sailing brand, above all because we can then act as a full-range supplier. The customer then only has one point of contact, for example when it comes to servicing the products. This means that all We One offers are also available on the website of GunSails, vice versa distributes We One the GunSails products as well.
Gerhard Scharl: Of course, we also benefit from certain mutual contacts - this is important in order to build up a functioning sales network outside of Germany. We should also not forget that there are end customers who want everything from a single source and do not want to search for suitable offers from several providers on the Internet - in this respect, each brand can also benefit from the other. It is also always an advantage when equipping shops or surf stations if you can offer complete product ranges, making it easier to get started. Other aspects include material development and joint photo shoots. This is where you can become more efficient together. All major brands are actually taking this approach.
How is the We One product range currently developing?
Gerhard Scharl: We are continuously developing large parts of our range. To this end, we are currently bringing established riders into the team who bring a lot of input and knowledge with them - such as freestyler Jacopo Testa recently. Our concept for the future will continue to be to offer very high-quality and durable construction methods. All boards will continue to be built in double sandwich construction. The more favourable price is therefore only a result of direct marketing and the compact company structure.
Are the boards still produced in China?
Gerhard Scharl: Exactly, we are very happy there. It's a company that manufactures composite parts, such as wave riders, race SUPs and so on. Our production partner attaches great importance to sustainability and energy efficiency. The Chinese economy has already taken on a positive pioneering role in some areas. I spend several weeks on site three to four times a year, because it is important to monitor the production processes and ensure that the workers there have the appropriate knowledge to build the boards according to the specifications. The construction of a windsurfing board is much more complex than SUPs or surfboards, for example, because of all the reinforcements, plugs and fin boxes.
Building a good product is important - but above all, you also need to be a good entrepreneur
The situation is not exactly easy for many professional windsurfers at the moment - even top riders like Ricardo Campello and Marc Paré have felt the effects and have had to look for new employers. Your team is still growing...
Gerhard Scharl: Firstly, the brand needs to grow up, which requires familiar faces. The second aspect is to gain expertise about shapes and new ideas for the further development of products. The good thing is that we don't have any legacy issues at the moment - we can start from scratch and invest.
In the past, there have always been new brands on the market, some with very good products. Nevertheless, most of them have never progressed beyond a certain stage. Why is it so difficult to become a major brand?
Gerhard Scharl: There are two phases in building a brand: The first is characterised by idealism. If you love windsurfing and have the appropriate knowledge of designs and shapes, you can manage to make a really good product and sell a limited number of them. A windsurf board is not a moon rocket. Most people fail at phase two - building a company. It's not enough to build good boards or sails, you have to be an entrepreneur with great vision. I have been an entrepreneur in the field of building automation, a highly technical industry, for 25 years. I have to deal with standards, laws and regulations all day long, whereas the windsurfing business is comparatively simple. The advantage is that we can use certain structures of my company for We One - bookkeeping, balance sheet preparation, merchandise management system and so on. 60 per cent of a brand's success is down to entrepreneurial know-how and 40 per cent to good products.
Jörg Müller: That was also an important reason for us to start the cooperation with We One - to know that Scharlie is building a brand that has a solid foundation.
Inflation, crises, rising prices - with the launch of We One, you came into a time when the buying mood in the water sports sector was also pretty subdued. Have you ever regretted taking this step?
Gerhard Scharl: I have never regretted starting We One. I gave up a few tasks in my building technology company to have more time for my passion - and that is We One. Of course there are setbacks, but ultimately these are experiences that are valuable.
