Bacons' Rebellion

James A. Bacon



 

Never Look Behind You

 

Keith Simmons, the triathlete CEO of Ironman Wetsuits, runs hard, strives for continual innovation.


Keith Simmons, CEO of Ironman Wetsuits, literally goes the extra mile to stay in touch with his customers, competitors in the grueling Triathlon races that combine distance running, swimming and cycling: He competes against them.

As a  member of the triathlete fraternity, Simmons doesn't rely on second-hand market research to learn what his customers want. "I find myself traveling to

the events, still competing myself, staying really connected to the end users," Simmons said in an interview only days after returning from a contest in Germany.

Wetsuits are a necessity to prevent heat loss and conserve energy during hours spent in the water. At the same time, athletes want to preserve maximum flexibility and range of motion. The Richmond-based Ironman

Wetsuits has built a global brand 

Simmons

by continually enhancing a seemingly simple product with new features and advanced technology.

Ironman wetsuits are made from a super light, super buoyant, closed-cell neoprene. A special multi-coated surface on the smooth rubber skin minimizes friction in the water. A distinctive blue panel on the back of the suit consists of a strong, ultra-stretch elastic knit, with a thin neoprene micro-membrane. The micro-membrane is waterproof but permits a controlled heat release that helps an athlete avoid overheating.

So-called "Freedom Panels" in the underarms of full-sleeved wetsuits are designed to provide free movement and full rotation for the swimming stroke. And collars can be custom fit to prevent water entry without chaffing or restricting the athlete's breathing. The goal, says the company literature, is to create a product that hugs the athlete's body "like a second skin."

Branching out from its original brand, Ironman wetsuits, the company has introduced an ultra high-performance, the Xterra wetsuit. The product features the Hydro Slide Zipper constructed "with no external seams forcing water to vortex over the back," and catch panels that add friction to the stroke to maximize forward propulsion. To keep the brand separate from Ironman in the minds of consumers, Simmons has set up a California office as Xterra headquarters. The Ironman and Xterra websites don't even link to one another.

Simmons approaches his business like a Triathalon racer: He always assumes there's someone right behind him. He never lets up and he never looks back.

July 22, 2002

 


About Jim Bacon