Erik Lyth for Pro DryCase

Interview with Erik Lyth of Subtech Sports for Pro DryCase

Pro DryCase

My name’s Erik Lyth, the Managing Director of Subtech Sports. We are currently launching a fully waterproof, shockproof, slim-fit laptop case via Kickstarter, PRO DRYCASE. The feedback has been amazing so far, most importantly from our valued backers that have made this happen but also from the distributor and retail side of it.

Subtech Official Logo

Tell us a bit about yourself. Who are you and what do you do?

I am a positive person with a passion for sports and new adventures. I feel very fortunate to have been able to turn my hobby into a business and that other similar minded people out there seem to appreciate the products we are creating.

In fact, we just received a prestigious award for our innovative and upcoming products that the team feel very proud about. This will be presented at the sports expo, ISPO in Germany on the 24th – 27th of January.

Erik Lyth Headshot

I am a positive person with a passion for sports and new adventures.
What does a typical day in your life look like?

The best start of the day is when I get to wake up beside my wonderful girlfriend, take a nice long breakfast where I check emails, read up on the news and plan my day before jumping up on my motorbike to go to the office. During the day, I always start with the most urgent tasks and the things I least want to do in order to get me in the zone where I feel on top of things. I always make sure to fit in a training session of some kind during the day because this is when I free my mind and get my more creative ideas, of future projects going.

This is a 30-view of the Pro DryCase.

Tell us something that most people don’t know about you.

I have been living abroad almost a quarter of my life and this is something that I want to keep doing together with my own family as I love meeting new people, explore new places and keep pushing myself to develop as a person both personally and business wise.

How did you come up with the idea for your product and what made you “go for it?”

It was thanks to our recent Kickstarter success with our fully water and shockproof PRO DRYBAG 45L that not only managed to raise over $100K, but more importantly, the people that received the duffle bag was extremely satisfied with it. This was when we decided we had to put together a new industry leading team to develop the next product within this premium waterproof segment.

We are now having some of the best athletes within surfing, skiing, triathlon, ultra-running, sailing etc. that are using our bag and can’t wait to try out our fully water and shockproof laptop case so we definitely feel we are on the right track.

What made you decide to go with crowdfunding (or venture capital)?

First of all we had proven that this was a great way to finance the production but also the fact that you get to interact with your future customers and use their feedback in the developing phase. This “focus group” will show if you are heading in the right direction, as it is these valued backers that in the end should be willing to pay their hard earned money for your product or service.

What is the best decision you’ve ever made with your product (financial, emotional, educational) that led to the product we’re experiencing today?
Simply- TO NEVER GIVE UP!
In our first Kickstarter campaign we raised $114K with over 1000 products sold worldwide. After having huge problems with optimizing the design which resulted in delayed production, upset customers and with a production cost that well exceeded the money raised on Kickstarter, we were facing major problems. With only two ways forward:1. Develop the waterproof bag that we set out to do initially, that would fit in the budget and would be delivered on time.
or
2. Keep developing the bag in order to try and develop something that we hoped to be something truly amazing, that would hopefully leave a mark in the sport business. This would however result in heavily increased production costs, unacceptable delays and really upset customers and with a huge gamble that it might not even work out in the end.

As a small company with limited resources but with a positive mindset we went with the latter option, which after many frustrating moments and late nights for the team, resulted in an Award-winning design.

Now we are looking forward to bringing the PRO DRYCASE and many other future products to market together with our loyal and valued crowdfunding backers.

Pro Dry Case Showcase

Where do you see your company or your company’s focus in 1-2 years?
Our focus is as clear as ever, make premium waterproof products for active people in extreme environments.
If you could time travel back to day one of your start­up and have 15min with your former self to communicate any lessons you’ve acquired with the intention of saving yourself mistakes and heartache, what would you tell yourself?

I never look back and regret things or look at how I could have done things differently.

Just make sure to surround yourself with people that are better suited than you are and focus on the areas where you are better than your competitors.

Erik Lyth Headshot

Just make sure to surround yourself with people that are better suited than you are and focus on the areas where you are better than your competitors.
Who has been the biggest influence on your life and work and why?
My family and especially my father, Peter Lyth who has been there for me no matter what! If I can be half as great man as he is, I can feel really proud over myself.
Any tips for aspiring entrepreneurs on how to facilitate a successful financing campaign?
1. Do your research and learn from other success cases.
2. Validate your idea with with your target group in order to make sure you have a winning concept before teaming up with people that can help you execute your idea.
3. Commit 100% to your Crowdfunding campaign; prior, during and after your campaign ends in order to reach success.
What do you see as the biggest advancement in your technology sector over the next 5-10 years?
Wearable technology, energy saving solutions and recycled sources.
SUBTECH is constantly on the lookout to team up with industry leading companies so please feel free to contact us if you have an innovative idea.

Thank you for your time Erik!

Wrapping it up

If you’d like to support Erik and the Pro DryCase, check out their website subtechsports.com, their Kickstarter and follow them on:

Facebook – Twitter

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Got an interesting product or starting up a tech company? If you’d also like to be interviewed on Appcessories.co.uk, just shoot us a mail here!

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