Torben Sonntag from Northern Germany is one of the windsurfers, who could be on top in competition, but decided to start a business. He founded "Ohana Sports", a direct distribution for Windsurfig, SUP and Kite gear. And Torben Sonntag decided to advertise his products with super-sexy girls, who are placed on banners in the Internet. His headquarter is based in Kiel and if there is sparetime and wind, you will meet "wild Torben" in Klitmoller /Denmark, Capetown or on Maui. Torben also participated in the first ever edition of "The Stormchase" and the outcome was a sick part on the DVD sailing on Norderney together with Klaas Voget!In the moment he is off the water for a while because of a broken Achilles tendon. But that´s not a reason to get crazy!! Read more in the following lines and check out his nice pictures!
>>> SLIDESHOW Torben Sonntag
C7: Hi Torben, do you like the extreme side of the life?
Torben: Haha, what a specific question! Regarding my sports life the answer is “Yes”. When I try a new sport I try to reach a high level in no time.
I windsurf since I am 12. Windsurfing in high winds and large waves is just the most thrilling thing. But basically I am a balanced guy and don´t need 100% action in my life. I don´t turn crazy when I can not windsurf for some weeks.
C7: If you go for something, do go for it for 100%?
Torben: That depends. I go for 100% as long as I believe in it and have at least some fun doing it.
C7: Let´s talk about your business: you are selling all Hot Sails Maui products and selected products of brands like Starboard, FCS, Airush. It seems, you are the only one pushing Hot Sails Maui on the European market. Is that true?
Torben: No. We have good distributors all over Europe! Hot Sails is a great brand. We have an outstanding quality; eye-catching designs and our sails work well in all conditions. The market is not easy: Most customers just repurchase the brand they are on since years. But especially in the last 7-8 years some small brands got equally good or even better than some of the big brands.
C7: Is it hard to market a brand alone and just sell them dircetly?
Torben: Well, it is something I believe in and there are defenitely fun parts in my job!
C7: But it´s not a real one man show. You play with your advertising bunnies a tough game. You place them on banners at many well known windsurfing websites!
Torben: That's right!
C7: Would that be an idea for many other brands in windsurfing to get hot girls into their advertising campaigns?
Torben: Depends on the brand. I think a campaign like this doesn´t fit to most brands. Hot Sails is different. We polarize with our sails, so it is ok to do the same thing in marketing. We do have sexy sails, so why not advertise with sexy girls?
We are a brand with a character. It´s always the same when somebody has character: some like it, others don´t.
C7: Why there are no hot chicks on your websites hotsails.de, ohanasports.de and airush-kite.de. Or are they only visible, when someone buys anything?
Torben: We founded an own shipping company and most girls are always on the road, delivering products to our valued customers!
C7: Torben, could you increase the business with your sexy advertisig strategy and counts the advertising slogan "sex sells" als in the windsurfing business?
Torben: I think we don´t increase windsurfing by “sex sells”. We increase it by performing sex! Just like Brian Talma preaches at all events: “We have to reproduce to save our sport!” WE ALL HAVE TO REPRODUCE!!
C7: Do you also sell sails to ladies? Hotsails Maui has an own lady line, the Diva.
Torben: Correct, we are the only brand with a sail specifically for the needs of women. It is a lightweight sail with 4 battens. The center of effort is further down than in regular sails and the boom cut-out and clew are also lowered. A perfect sail for women.
In 2009 the DD will replace the Diva in our line. We found out many girls don´t like the flower design and want “male” designs. The DD is a unisex sail and I have to confess: It is the best low-wind sail which exists! Some weeks ago I forgot my own sails and “had” to take a 5,3 Diva testsail that was in my car. I was planning earlier than most guys with 6,0 and was stunned by the incredible light handling of the sail. For light winds I will never choose another sail than the DD in future. …and I am 188 cm tall with a weight of 82 kg!
C7: You are into the business of windsurfing? Do you see an icrease in selling?
Torben: Yes, Brian Talma is right. I see more young people buying sails again!
C7: Is direct marketing the future of selling or will it always stay a channel, which will compete with the shops? Gun Sails seems to run well.
Torben: Direct marketing is definitely the future! There are too few shops to supply all windsurfers in Germany. Nobody wants to drive 100 kilometers to the next shop anymore. Gas gets more and more expensive, it is a waste of time to sit in the car and in many shops there is only unqualified, temporary personal working.
I know all my products perfectly well and can counsel customers better than most shop employees -even if I do it over phone or internet. Direct customers can think it over and buy whenever they want. They will have their purchased item 24 hours later. No need to drive to a shop twice, no stress, nothing. You get a good consultancy and a delivery to your home adress. Same thing in aftersales service: You just need to call or email your problem and your sail or mast will be replaced for free. Your contact person is the distributor directly. The whole warranty procedure is easier and faster and you don´t have to drive around.
C7: Where are your main markets right now and your most sold products?
Torben: Earth and surrounding planets. We mostly sell Hot Sails Maui sails!
C7: You are a very radical freesailor, but not interested in competition. What were your highlights in your windsurfing career so far?
Torben: I don´t really see it as a “career”. I windsurf for myself. Wavesailing is not a competition sport. Your results depend on the opinion of some judges, not all decisions are comprehensible you usually have no wind in competitions.
For me it is not important if you land every jump. It is the action in the air that counts, even if you crash. A nice crash is always more exciting than “just” another clean forwardloop. That´s how I sail and that´s the exact opposite of the current judging system.
Projects like the Stormchase are good and the media is attracted by things like that. It shows how extreme our sport can be. The Stormchase was in all German TV Channels and Newspaper. When did you see the last good article about a PWA event?
C7: Where do you see yourself in 10 years? World market leader in sails selling through the internet?
Torben: Sure, where else?
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