Welcome to Episode 58 of The Incredible Machines podcast! In this thought-provoking conversation, Jon Oliff and Luke Holden sit down with Ryan Butcher, a world champion paddleboard athlete, entrepreneur and co-founder of Hurricane Surf.
Ryan reflects on growing up in Johannesburg, developing a deep connection with the ocean and committing himself to competitive surfing and surf lifesaving. That determination eventually led him to national titles, a world championship and the Red Bull Big Wave Africa event, where he competed despite breaking his leg weeks earlier.
He also shares how his sporting experience shaped his approach to business. From identifying a gap in the South African surf market and building Hurricane Surf to helping reposition Value Added Life and Procydin, Ryan explains the importance of authenticity, teamwork, brand DNA and creating genuine value.
The conversation explores the challenge of marketing a complex health product without presenting it as a cure for everything. Ryan explains how the team returned to the science, history and purpose behind Procydin to communicate a clearer essential nutrients story.
This episode offers practical insights into performance, entrepreneurship, brand building and the urgency required to turn ambitious ideas into action.
⏱ Timestamped Overview
00:45 – Introduction to Ryan Butcher and procrastination, pressure and urgency
03:48 – Growing up in Johannesburg, living in France and moving to Durban
08:59 – Winning national titles and becoming a paddleboard world champion
13:52 – Learning how to compete, lose and use failure as motivation
20:03 – Training, confidence and reaching a competitive flow state
25:07 – The Springboks, Rassie Erasmus and building a winning team
30:16 – Big wave surfing and searching for his personal limits
35:04 – Surfing Pipeline and pursuing bigger challenges
40:05 – Considering a return to competitive surfing
45:34 – Why Ryan performs better as part of a team
50:21 – Identifying a gap in the market and starting Hurricane Surf
55:02 – Developing products and expanding the Hurricane range
01:00:15 – Growing internationally and opening a surf school at Club Med
01:05:09 – Competing with international surf brands and protecting authenticity
01:10:19 – The stories behind successful brands
01:14:03 – Performance, supplementation and the origins of Value Added Life
01:18:53 – Entering the health market and taking the business internationally
01:21:00 – Rebuilding the brand DNA and establishing a digital presence
01:25:37 – Understanding what creates a successful breakout brand
01:29:45 – Essential nutrients, modern diets and the history behind Procydin
01:33:47 – Communicating a complex health product without overselling it
01:37:34 – Telling the essential nutrients story to reach a new market
01:39:12 – Elon Musk’s ten year goal and six month urgency mindset
01:42:04 – The people Ryan considers his incredible machines
01:45:44 – Recognising human potential and addressing personal weaknesses
💬 Quote of the Episode
“Stop being patient when it comes to trying to achieve your ten-year goal. Figure out how to do that in six months and put all your effort into doing your ten-year goal in six months.” – Elon Musk (one of Ryan Butcher’s favourite quotes)
🧠 Related Campaign Example
Value Added Life: Put Back in What Modern Life Takes Out
Ryan discusses the work behind communicating Value Added Life’s essential nutrients story. The campaign focuses on helping people understand what modern diets may be missing and how the company’s products are positioned to support the body’s natural processes without presenting them as a cure for everything.
👣 Relevant Links & Mentions
Ryan Butcher’s LinkedIn: https://za.linkedin.com/in/ryan-butcher-515b28312
Hurricane Surf Website https://hurricanesurf.net/
Hurricane Surf Instagram: https://www.instagram.com/hurricanesurf/
Hurricane Surf Facebook: https://www.facebook.com/hurricanesurf
🌐 Connect with Tim Africa
🔗 Website: https://www.tim.africa
📸 Instagram: https://www.instagram.com/tim.africa
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🎬 TikTok: https://www.tiktok.com/@tim.africa_
Podcast Page: https://www.pod.tim.africa
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