In the kitesurfing industry, we often get caught up in the glitz and glam of top-level pro riders and our favourite brand’s latest product designs. Who makes the magic happen behind the scenes? We caught up with two of the girls at FLYSURFER to find out what they bring to the brand in this interview!

In the kitesurfing industry, we often get caught up in the glitz and glam of top-level pro riders and our favourite brand’s latest product designs. Who chooses the graphics for the latest kite design? Who signs the riders and organises the photoshoots that grace the front covers of the magazines? Today, we’re meeting two of the ladies behind the scenes at FLYSURFER, Ines Rodlauer and Monika Vitzthum.

Thanks for taking the time to chat with us today, Ines and Monika! Can you tell us what your roles are on the FLYSURFER team? What do your responsibilities include?

IR: Hey Crystal, thanks for taking the time. I’m in charge of International Marketing & Event Management at FLYSURFER. My main responsibilities are social media management, organising all larger kitesurf events, helping our demo tour crew with digital communication, and team rider management together with our Head of Marketing, Chris Hesina. Chris is in charge of the race team athletes and I’m in charge of the L.E.I. team. The team is growing year by year, so it's convenient to be able to split responsibilities. Honestly, I’m more into riding tube kites and Chris is really into foil kites, so this is the perfect combo for us. I’m also in charge of organising product shoots, coordinating with media partners, and creating content with our team riders. I work very closely with Monika, our graphic designer.

MV: As a Graphic & Product Designer at FLYSURFER, my responsibilities are very versatile as we make almost everything in-house. This includes product graphic designs for kites, control bars, boards, and accessories, including apparel and packaging. I also do small details like the user manuals. Additionally, I'm responsible for the graphic design and implementation of our website, the sales partner communication channels, and promotion and advertising material. I work very closely with our product developers as well as the marketing and sales team.

Ines, you’re in Cape Town shooting some of the latest products. What has it been like planning a team shoot with all of the travel restrictions and lockdown restrictions in Cape Town?

IR: So far, it has been a rollercoaster, but that’s life, I guess?! When Chris first suggested doing the photoshoot in Cape Town, I thought... NICE! I had never been here before, so got the planning started right away! Sounds quite simple, right? You just have to inform your riders, book the tickets, book accommodation, rent a car, plan side events, find adequate shooting locations that fit our products, and get the right conditions… of course. Six weeks in Cape Town should be enough time to get the shots! At least, that’s what I thought.

The day after the shoot gear arrived in South Africa, the government announced a beach lockdown. From this moment, the real adventure began. The company was closed for Christmas holidays and new lockdowns throughout Europe were also announced. All of a sudden, the shoot was up in the air. Is it right to travel that far while every aspect of our lives is controlled by a virus and subject to regulations? There is not an easy answer as to what is right or wrong. After many internal discussions with the management, we decided to go to Cape Town with a smaller team, mostly made up of crew already in South Africa.

Our rider Alina Shalin and her boyfriend Adam Sims who is part of our media team were already on the ground. In Autumn 2020, we teamed up with Luke McGillewie who lives in Cape Town. All of this helped make the decision easier, it was only me that still needed to get there. Now that we're here, it's been a wild ride. The beaches are still closed so we've had to get extremely creative to get the job done as legally as possible. It is the adventure of a lifetime, that's for sure!

Monika, what is the process for designing graphics when a new product or product version is announced? How do you arrive at the final colours and designs?

MV: In contrast to other kite brands who bring a new collection onto the market every year, we at FLYSURFER have pursued a more sustainable strategy since the beginning. Our long product cycles and different technologies make finding a uniform design language for the entire range a challenge. The design process requires long-term and holistic thinking.

I'll give you an insight using the example of a foil kite design. Together with Chris, our Head of Marketing, we define the branding and central elements in the design language for the entire portfolio, such as using dark petrol as the key colour for all product lines. I then get the technical briefing from the product developer, including materials, details of the kite construction, features, and limiting factors in production. With foil kites, you need insight into the production processes since all design elements are sewn. An asymmetrical design can have a negative impact on flight characteristics. Mixed materials may require a fixed technical cut on the top edge that must be taken into account in the design process. Lots to think about!

With all this in mind, I work out various designs in our 3D software, keeping an eye on the colour code in our current portfolio as well as the upcoming products. Because we do not have designs that change every year, we have to be conscious of which colours match the product, which we want to retain from the previous years, and which colours we want to add for the future. The drafts are discussed, revised and finally tested on prototypes. As soon as the construction is finalised by our product developer, I adapt the design in detail for all kite sizes, measure the prints precisely, and work out the design specifications for serial production. Then, viola! The kite goes to production and then to market!

When did you start working at FLYSURFER, and what were you doing before?

IR: I started working for a trade fair company called Reed Exhibitions in Vienna, where I was in charge of organising big trade fairs. When working for the Surf Worldcup in Podersdorf, Austria, I made contact with the leading kite brands in the industry. In between my bachelor studies and master studies, I was working for an athlete management agency and after completing my master studies, I began working for Cabrinha Europe. After 3 years with them, I got the opportunity to make a change and joined the FLYSURFER family in January 2020.

MV: I did an internship at FLYSURFER in 2011 and then started working there part-time as a graphic designer alongside my studies. I did my Bachelor in MultiMediaArt and did various internships and freelancing jobs while studying. After completing my master's degree in design and product management, I started full-time at FLYSURFER in 2013. In the past few years, both the brand and my work have changed a lot. In the beginning, I was more of a classic graphic designer. Now, I have dived deeper into product design which is a perfect fit for my background.

Why did you choose a career within the kitesurfing industry? What is your kiting background?

IR: I started kitesurfing in 2009 at my home spot at Lake Neusiedl in Austria and have been hooked on the sport ever since. For me, there’s no other sport that allows me to free my mind completely and switch off my thoughts. It was always my dream to be able to combine work and passion, and here I am! It's funny because usually, my friends think that I’m constantly travelling and kitesurfing, but as almost everyone in the industry knows, this is not the case!

MV: During my studies, I already knew I wanted to work in the sports industry, but I had no contact with kite sports. I grew up in the middle of the Austrian Alps and my passion was snowboarding, but I was fascinated by how versatile kiting is and that you can also kite on snow. I had my first kite experience when I was an intern at FLYSURFER, but still haven't officially become a kiter. Snowkiting is funny, but the kite fever never caught me. Nevertheless, I like to work in this environment. I have to say that the objective perspective helps me in my work because I observe more and pay attention to different details than my colleagues, which results in a good exchange of ideas.

Of all the kite brands out there, what is it about FLYSURFER that had you stoked to join the team?

IR: I have learned that the team you are working with is the most important thing. The job description can sound great, but if you don’t have a supportive team or boss you can rely on and trust, then “it’s only half the rent.” From the first moment at FLYSURFER, I had a great feeling, and it excites me every day. The brand is still growing, and I always have new opportunities to learn, grow, and drive the brand forward together with our talented team.

MV: The team and the people behind the brand why I've been with FLYSURFER for so long. We are all equally motivated to move things forward. As a brand, we consciously pursue a different strategy within the kite industry. We go our own way, which I think is very authentic. With my wide range of tasks and projects, I'm never bored!

Where are you based, and what is the vibe like in the office? What does your workday entail?

MV: Our HQ in Marquartstein isn't necessarily the best location for the kite industry, but perfect for our second brand, skywalk paragliders. Many people in our crew have turned their hobby into a profession, which is an excellent environment to be in. Unlike the product developers and marketing team, who are often on the road, I have a relatively regular 5-day week in the office. Aside from standard working hours, every day is different. Due to my wide range of responsibilities, I usually work on several different projects at the same time, which requires good self-management.

Do you think women are fairly represented in the kitesurfing industry?

IR: To be honest, this question is part of my drive. There is so much potential for women in the industry. We all know that kitesurfing and the entire sports industry are male-dominated, but I see more and more women start kitesurfing. A lot of my girlfriends recently got into the sport and are starting to send it on the water.

In terms of equal prize money at competitions, there’s still a long way to go, but we are getting there. I’m excited to see what will happen in the future. What I know for now is that we have to keep pushing and from my perspective, a change is already happening. I’m thankful to work alongside such talented women, meaning all the girls working behind the scenes at FLYSURFER, whether it be Monika who is in charge of our graphic design, the girls in the customer service, warehouse, accounting, supply-chain management, or our female team-riders.

What would you say has been the proudest moment of your career so far?

MV: Seeing my first kite design in the sky was a proud moment, for sure! The biggest milestone though was the redesign of the FLYSURFER brand identity and visual product language. It was a long road to convince everyone of the need for a rebranding because FLYSURFER has such a long history. In 2018, the launch of the SOUL was the start of a new era, and it's been great to see the success of this new direction!

What advice would you give to female kiters that are hoping to land a dream job with a kite brand?

IR: Focus on your personal goals, ask yourself what you want and why you love this sport and go after it. Use your strengths. Don’t get insecure if something is not working out right away or the way you expected it, or if someone tells you otherwise. Fails can happen but try again. Keep going, work hard, speak up, and always be kind. Trust your guts and keep breathing.

Other than kiteboarding, what are your interests outside of work?

IR: I love to travel, see different places, and explore new cities. I usually go to Paris where I studied to catch up with old friends every year, sit in a café, and read a good book. I’m really into interior design and love plants so my flat looks like an urban jungle. As I grew up in Vienna, but also at Lake Neusiedl, I’m a part-time city and part-time country girl, so I need both. My family comes from a wine region, so I also really enjoy one or two glasses of wine with friends. Besides kiteboarding, I try to keep myself fit with HIIT workouts, yoga, running and if I find the time, I also go after my old hobby, which is horse riding. Oh yes! And I love cars.

MV: I'm passionate about photography, mainly portraits and life stories. In summer and autumn, I can get lost in gardening. I love our home-grown fruits and vegetables! After work, you can also find me in the bouldering hall. I would also be snowboarding normally, but due to Covid restrictions, the snowboard season has not even started this winter.

What are you most excited about in 2021?

MV: Our company celebrates its 20th anniversary in 2021 and we have some exciting projects in the pipeline with the guys from skywalk. This year is sure to be an exciting one! Further down the road, I am looking forward to seeing the VMG compete in the 2024 Olympics.

Any exciting news at FLYSURFER that you’re allowed to share with us?!

IR: Well, there’s a bunch of great new products to be released which will make you feel even more alive. Stay tuned. 🙂

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By Crystal Veness
Editor at IKSURFMAG, Crystal Veness hails from Canada but is based in South Africa. When she isn't busy kitesurfing or reporting on the latest industry news for the mag, she is kicking back somewhere at a windy kite beach or working on creative media projects.

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