Ryan Kingman – Photo: Campbell
The June issue of TransWorld Business features a look at companies pushing the limits of deck technologies and adding a value proposition for skaters that retailers can actually sell. One of the companies that has been leading this charge for years is Element. We caught up with Marketing Director Ryan Kingman to find out what’s in store for their upcoming line and how they’re working with core retailers.
What new technologies are you using in your decks?
Element just released FLATLIGHT Construction which is basically a flatter version of our tried and true FEATHERLIGHT Construction. FLATLIGHT caters to those looking for mellower concave and less kick in the nose and tail. It’s truly a matter of choice that depends on the board feel you’re looking for. By flattening the mold you forego a slight amount of strength but gain some board control. A number of our team riders have been riding the flatter mold for quite some time so we decided to launch it with the release of our newest pro, Levi Brown, who has been the biggest proponent for FLATLIGHT Construction.
What new materials are you using?
We’ve been experimenting with non-traditional materials in our boards for quite some time and introduced a number of progressive, cutting edge technologies such as FIBERLIGHT, HELIUM and PUSH in seasons past. These technologies continue to perform well with strong market response. However as of late we’ve been experimenting with some more visually appealing aspects of board construction such as bamboo, oak and hemp. We recently launched our TRAVEL WELL line of cruiser completes, which we’re billing as “Alternative Transportation Vehicles.” The popularity of cruisers has blown up to a full scale segment in the marketplace so we decided that we would create our version of this by recognizing and working with classic skateboard shapers that have literally shaped the direction of skateboarding. We created E.S.P. (Element Shapers Program) and tied it to the launch of our TRAVEL WELL line. For the first season we asked Rodney Smith (Founder of SHUT and ZOO YORK) and Chuck Hultz (MADRID, VISION and SCHMITT STIX) to shape the 5 board line. These boards pay homage to both skateboard shapers and the classic graphic style of an era in skateboarding past. The ¾” flat oak board called the “Woody” is sure to be a favorite.
The Woody, offered as part of Element’s TRAVEL WELL cruiser complete program is a 3/4 inch flat oak board measuring 6.75 x 29.875 and comes with custom 3.3″ Element retro trucks The Woody is shaped by legendary skateboard shaper Chuck Hultz. $145
What were your best selling boards in ’08?
Section – Thriftwood
4 Way – Thriftwood
Bam Guitar Gold – Featherlight
Bam x Kat Von D – Featherlight
Airbrush – Helium
Do you suggest MSRP’s for decks? Why or why not?
All Element skateboards come with an MSRP. All of our products are manufactured with a certain price in mind and we want to communicate that to the end consumer.
The Element Board Room. Photo: Campbell
Do you use domestic distributors?
Yes.
What are the pros and cons of using distributors here in the States?
Domestic distributors are partners in business just the same as retailers, they’re part of the culture of our business. Distributors oversee brand promotions and market themselves and the products they sell which helps the manufacturers. However, the distributors want to sell your product just as much as you do. You may find yourself competing to sell to the same accounts as the distributor.
What is your company doing to help core shops?
Core shops are the heart of our business. We have long-term relationships with these shops and continuously strive to foster said relations. Element continues to offer skate demos, autograph signings and provide in-store event opportunities as well as any number of point of purchase opportunities, discounts, etc. Additionally, we offer co-branded shop product, sponsor shop team riders, put on amateur contest events, video contests, advertise in skate mags, produce skate videos and most importantly continue to create compelling product that drives customers to these shops.
New Element pro model for Levi Brown, offered in our new FLATLIGHT Construction. $60
Elementskateboards.com
949-789-3502
