Insight - The Female Powerhouse at Kubus Sports
Issue 107 / Fri 11th Oct, 2024
Jen Tyler chats to the powerhouse team at Kubus Sports! She dives into what it’s like to be part of an (almost) all-women's team in the world of kiteboarding and wingfoiling. From navigating challenges to creating a supportive, dynamic work environment, these incredible women share their unique perspectives on how they’re not just riding the waves but also pushing the boundaries of the industry. Tune into this Insight feature!
Hello everyone! It's lovely to have you all here. We'll begin with some general questions for the group and then have a few individual questions for each of you. What is it like to be a part of an (almost) all-women's team in an industry that has traditionally been male-dominated, and what is your biggest advantage in working with an all-women team?
It’s always fun when we have video meetings with multiple girls of the team with someone ‘new’. They are usually surprised but always in a positive way, and the people we speak to like to see more girls in the industry. It’s empowering and always very positive and motivating. We create a supportive space where we can express ourselves openly, which fuels our creativity and teamwork. But we can be harsh to each other at the same time.
One of the biggest advantages is that we tend to approach things differently—girls often “feel” more, which can lead to fresh ideas and deeper connections with our audience. We challenge each other constructively and draw on our diverse strengths, making our work more relatable and impactful. It feels great to break barriers while building a solid community that inspires and uplifts each other. It’s great to see so many girls on the water nowadays.
We also have Lauren Holman (E-Com) and Savannah Boersma (Design) working from the Hood River office, who occasionally join us here in Nijkerk (The Netherlands). We work with freelancers such as Peri Roberts and Catharina Edin.
Even though our team may seem female-dominated, we have male colleagues who bring valuable input. Maintaining a healthy gender balance is essential and leads to the best results!
Are there any specific challenges you face as a woman in this industry?
Of course, we've had moments where perceptions and stereotypes overshadow our expertise. We would lie if we said we hadn’t experienced this. It can be frustrating when assumptions are based on gender rather than skills or knowledge. But once people realise we know what we're talking about, they often become strong supporters, and it feels like it can even work to our advantage as people find it a pleasure to connect with us.
These experiences only fuel our determination to break down those barriers and show that women have a powerful voice and valuable insights in this industry.
What’s your favourite part of working in the kiteboarding and wingfoiling world?
Linda: My favourite part of working in the kiteboarding and wingfoiling world is that it’s more than just a job—it’s a lifestyle! The excitement continues even after leaving the office. I genuinely enjoy being part of a passionate community and sharing that enthusiasm for the sport. Whether at the spot or on a kitesurfing holiday, I love getting people excited about our gear and helping them out on the water when needed. It’s all about doing what you love most!
Have you noticed recent shifts in the industry’s attitude toward female professionals?
We are seeing more and more girls entering the scene, which is fantastic! This not only brings fresh perspectives but also helps to challenge stereotypes and create a more inclusive environment. It’s exciting to see women taking on important roles and making significant contributions, and it feels like the industry is becoming more supportive of female athletes and professionals.
Do you all get on the water together as a team to recharge, or is it hard to find the time?
Linda: Getting caught up in all the work can be easy, but we encourage each other to get out for a session together. I often ride with Kim, and it’s so much fun! It's a great way to recharge and bond as a team while enjoying the sport we love.
Linda van Lakwijk – Activation Marketing
Linda, please tell us about yourself and your position at Kubus Sports.
I grew up in a town in the Netherlands. We didn't go to the beach often because my parents hated getting sand on their toes. Later in life, I discovered my love for the ocean, and in 2014, I took my first kitesurfing course. I've been hooked ever since.
After working in marketing at various companies, including a film distributor, a holiday review platform, and a weather website (yes, I can read wind models well now), a position at Kubus Sports came up. My boyfriend, who runs a kite school and has already worked with Prolimit, told me about the vacancy. They invited me for an interview and called me with an offer the same day, and it felt like a dream come true. The marketing team back then (2020) was still very small, but I got the chance to build and lead it. After the recent acquisition of Naish, the team expanded globally, with teams in the Netherlands, the USA, and Hawaii.
Last year, I transitioned into the role of Activation Marketing Manager, where I truly thrive. I love being hands-on with marketing—diving into consumer funnels, brainstorming new campaign ideas, setting up promotions, or writing content. My focus as an Activation Marketing Manager is on media, PR, advertising, campaigns, and events aimed at connecting with and engaging the end consumer.
How do you keep things fresh in the fast-paced world of media and PR for a sport as dynamic as kiteboarding?
I stay actively engaged with the latest trends on social media and have been on these platforms from the start. I’m always watching for new ideas, shifts in consumer behaviour, and what’s happening in the water sports world—where a new trend can go viral in hours. To understand where our sports are heading, staying involved is crucial. Having run my own kitesurfing and holiday blog in the past, I know the importance of connecting with the community and delivering content that resonates with their passion. I love experimenting with new formats, campaigns, and collaborations to keep our messaging fresh and exciting.
What’s the key to running successful events in such an unpredictable, weather-dependent sport?
The key to our sport is flexibility. We participate in multiple events with Naish and Prolimit, some of which have wind windows like competitions. In contrast, others require being ready to adapt plans with backup dates or alternative activities. In our world, flexibility is essential, and keeping your schedule open is a must. Fortunately, since we’re all passionate about water sports, this mindset comes naturally!
Does your role give you more creative freedom than other marketing areas?
My role as Activation Marketing Manager gives me a lot of creative freedom compared to other areas of marketing. I get to be hands-on with developing campaigns, brainstorming new ideas, and exploring ways to engage our audience through media, PR, advertising, and events. This role encourages me to experiment and stay flexible when connecting with consumers, and I love that! I enjoy testing out new strategies, ads, and writing styles, figuring out what works best for different audiences while coming up with fresh ideas to make our brands stand out.
Kim Douma – Content Marketing
Kim, please tell us a little about yourself and your position at Kubus Sports.
My name is Kim, and my current role at Kubus Sports is Creative Content Manager. I've worked at Kubus for 3.5 years, and a lot has changed in the past years. Our team has grown a lot, which I’m really happy about. We now have many new, young colleagues. When we were a smaller team, I took on various roles, but as the team has grown, my main focus has shifted to overseeing and managing all the content we create. What I enjoy about this job is that it is very creative; I meet many amazing people, riders, and freelancers who help me create the best content, and we are working on all the content with a team worldwide.
What’s the most challenging shoot you’ve had to organise and why?
Coordinating a shoot with multiple riders, photos, and videographers is always an exciting challenge. One of our most challenging shoots was the Naish Team Europe shoot in Dakhla. Coordinating riders from different countries was already a logistical challenge, but the location made it even trickier. Dakhla requires a layover in Casablanca, and that’s where things got complicated—two riders missed their flights, one couldn’t make it because all flights were fully booked, and another rider was delayed by two days. To top it off, some board bags with the new gear went missing! Despite these hurdles, we still captured fantastic footage, which was all worth it.
As I write this, we’re shooting in Mauritius. The location is incredible, but the conditions at One Eye are harsh for shooting. However, the crew and riders have been amazing, and I’m thrilled to say we scored some fantastic shots this week! We can’t wait to share them with you!
What’s the craziest location you’ve had to organise a shoot in?
I think the craziest location was for the Prolimit winter shoot in Switzerland at Lake Silvaplana with Ben Beholz. The goal was to shoot with Ben when he was riding through the crack/channel in the ice. It was essential to arrive when it started to melt, but he also needed enough ice to cross the lake between the ice. We chose the right moment because we drove there with our van, and luckily, we arrived on time to make the perfect video about this. I can’t wait for more amazing locations to shoot in! I know one thing: I prefer warmer places over cold locations!
Jill Sanrodji – Athlete Manager
Jill, please tell us a little about yourself and your position at Kubus Sports.
At Kubus Sports, my role involves everything related to our international athletes across our Kubus Sports brands: Naish, Prolimit, Brabo (field hockey), and Princess (field hockey). Before this, I was a production manager at Eyeforce, a video and photography company in Amsterdam and Cape Town. I studied Sports, Management and Business and wanted to return to the sports industry. I’m thrilled to be part of the Naish brand as it evolves, and I often tell friends that if I could define my dream job, it would be this. It perfectly blends my passion and experience for (shoot) production with my love for sports.
Do you get to travel with the riders? How do you keep things organised while on the road?
Yes, I travel with the riders for product shoots, which are my favourite trips. I enjoy building close friendships with them. I’d also love to support them more at competitions, not just during shoots. Keeping things organised on the road is crucial, but it can be challenging since I still have ongoing tasks to manage.
Do you ever get to hit the water with the riders, or is it all work and no play?
Regarding shoots, the riders ride when the wind is right, so I usually stay on the beach to manage anything around it. However, whenever I get the chance, I join them; it energises me and keeps me connected with the team, which is fantastic. In Cape Town, we even managed to squeeze in some surf sessions together, which was a blast. I’m excited for many more moments like that in the future.
Annique Thuijs – Trade Marketing
Annique, please tell us a little about yourself and your position at Kubus Sports.
I'm excited to be the newest Marketing team member, having joined Kubus Sports just two months ago. My career has taken some interesting turns - from working in the event industry to fashion sales - but it’s all led me to this exciting role, where we all share a love for (water)sports. As Trade Marketing Manager, I get to bring all those experiences together while working closely with our retailers and B2B partners.
How do you build strong, lasting relationships with retailers and other B2B partners?
For me, it’s all about building personal connections. Trust and mutual respect form the foundation of every relationship. Open communication is key, along with understanding our partners' unique goals so we can create win-win collaborations. Staying true to myself helps nurture honest, long-term partnerships. Plus, it helps that we all share the same passions.
When you’re not closing deals, do you manage to sneak in some time on the water?
Being on the water always puts a big smile on my face. Whether I’m working out on or off the water, it’s where I recharge and clear my mind. I don’t get out there as often as I’d like (as Linda mentioned, it can be easy to get caught up in work), but when I do, it resets my focus and gives me fresh energy. Finding that balance between work and play is really important to me.
Thank you, ladies, for taking the time to chat with me today.
Thanks, Jen, always a pleasure!
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By Jen Tyler
Italian/Egyptian Jen Tyler grew up on the sandy beaches of the Red Sea and has been on the IKSURFMAG & Tonic Mag team since 2017.
