Action Sports Hub Exclusive Interview with the Next Wave of Surfing Executives

    Here's some words you don't see in the same sentence everyday; surfer, eagle scout, honor roll student, trilingual, pianist, poet, gifted speaker and entrepreneur. Meet Blake Oliver, 19, president and co-founder of Raptor Surf Company. What started as a pet project between him and his father is quietly growing in word and recognition in the ultra competitive surf industry. Currently residing in Huntington Beach with his family and attending Golden West College, I caught up with Blake to ask him a few questions about his company, his dreams for the future, and what motivates him to succeed:

ASH: When did you and your dad start up Raptor Surf Company?

BLAKE: We started up Raptor a little over a year ago in December, 2008.

ASH: In the middle of the recession huh? That was a pretty gutsy move.

BLAKE:  Yeah, it was. My dad and I saw it as an opportunity. Things were going to cost much less for us to get started. Plus, a lot of established brands were going out of business or drastically cutting costs so we thought we'd work that to our advantage.

ASH: So what made you guys decide to start a surf company? And how did you arrive at the name and logo?

BLAKE: Well, my dad has always been a really creative guy and he likes to get me involved in his projects. I was his assistant for a short film he directed in 2004. Anyway, one day he simply said to me, “I have an idea for a new surf label. Raptor. What do you think?” I replied, “Eh.” He explained to me how he loved the sound of the word and the different associations it brought up. Velociraptors, hawks, eagles, all the cool birds of prey, how raptors slash and tear apart prey and surfers slash and tear apart waves. When I looked at it that way it didn't take me long to warm up to the concept. So my dad started playing around with different logo designs and typefaces. A few weeks later he came up with the final design for the name and logo. I was impressed when I saw it.

ASH:  It is a cool logo. I like how it captures both the idea of a raptor and surfing simultaneously. It's an eye, it's a wave, it's a claw, it's a fin.

BLAKE:  It's all there in one simple logo. Most of the major surf company logos are pretty uninspired, I think. They all blend in together conceptually and the only reason some of them stand out is because you've seen them millions of times.

ASH: So why do you believe that Raptor has a shot at success?

BLAKE:  Well, before we did anything we took a concept book to show to friends and surfing buddies. We also showed it to some employees at HSS (Huntington Surf and Sport) and to Scott Toth, the store manager. Scott liked the logo and concept and was very helpful. He directed us to Barry Vandermeulen, our first shaper.

ASH:  Do you or your dad shape any boards?

BLAKE:  No, but my dad is heavily involved with the designs and he has a very high standard for quality. If something about a shape doesn't measure up, if the foil isn't right or if the blank has the slightest defect, forget it. He goes back to the shaper and works with him until they get it perfect.

ASH: So you feel pretty confident about the future of Raptor.

BLAKE: Very confident. The feedback I get from team managers, pros and local surfers is very positive. Especially once they've seen the website. Unlike a lot of surf companies out there, we actually have a huge advantage in that my father is an advertising and marketing professional with almost twenty years experience. So he knows a lot about image, brand building and all that stuff.

ASH:  The about page on your website says you're focused on the future of high performance surfing and shortboard design. Why not sell longboards too?

BLAKE:  Both my dad and I are shortboarders and professional surfing has been dominated by shortboard surfing for a long time. We don't have anything against longboard surfers, but the inspiration behind Raptor, slashing and ripping apart waves, doesn't really fit with that image.

ASH: So what are your dreams for the future of Raptor and yourself?

BLAKE:  For the short term, I want to keep doing what I'm doing, you know, keep building on relationships within the local surf community, keep building our brand and getting people to spread the word. We're pretty involved with helping out and sponsoring the Marina High School surf team and CCSA (Calvary Chapel Surfers Association) and we offer all local high school students a big discount on boards.

ASH: What do your boards normally cost? Do you offer a “bro discount?”

BLAKE:  Full retail is $500, but yeah, we offer a “bro discount.” Can't tell you what that is cause it varies.

ASH:  Depends who the bro is, huh.

BLAKE:  Exactly.

ASH: Any parting thoughts? Want to plug your website?

BLAKE:  Yeah, go to www.raptorsurfing.com and tell all your friends. But one more thing––going back to my future goals. For the long-term, I want to make Raptor Surf Company an international brand, known for producing the highest quality high performance shortboards, surf gear, and apparel. As for myself, I want to use Raptor as my vehicle to travel the world, make friends in foreign countries, learn different languages and cultures, and to be a positive role model for young people around the world. I want to make Raptor successful so I can use it as a platform to encourage young people to make wise choices, work hard in school, and look at the world with an open mind. And of course so I can surf more.

ASH:  Thanks Blake and good luck. You have a bright future ahead of you.

BLAKE:  Thank you. Here's a sticker for your car.