Podcast Summary: "John Clapham - From Volcom Australia/NZ CEO to RAGLAN SURF EMPORIUM"
Published on June 24, 2025
Introduction
In this inspiring episode of How I Built My Small Business, host Anne McGinty welcomes John Clapham (JC), a multifaceted entrepreneur whose journey from a humble surf retail worker to the CEO of Volcom Australia/New Zealand is nothing short of remarkable. JC shares his experiences, challenges, and insights, offering valuable lessons for aspiring entrepreneurs and business enthusiasts alike.
Early Life and Introduction to Surfing
JC's entrepreneurial spirit was forged early in his life. Born in Auckland and raised in Wellington by a single mother, he endured hardships that shaped his resilience and determination.
"I was poor, but she gave us a lot of love. It just made me stronger as a person." (02:02)
At 14, JC discovered his passion for surfing at Lowell Bay, which became a central part of his life. His dedication led him to leave a butcher's apprenticeship to pursue opportunities in the surf industry, starting with ding repairs at Good Times Surf.
Journey into the Surf Industry and Building Volcom
JC's entry into surf retail was serendipitous. A move to Australia in 1991 marked the beginning of his ascent in the industry. Within a few years, he co-founded Volcom Australia/New Zealand alongside Wes Fab, navigating the complexities of apparel manufacturing with limited prior experience.
"We were the first distributor or licensee outside of America. It was really exciting." (05:30)
The early days were challenging, with JC and his partner managing operations from their home. They juggled roles, from designing and manufacturing to sales and marketing, often blurring the lines between personal and professional life.
Transition and Challenges
Volcom's growth was impressive, but it wasn't without its trials. The 2008 recession was a particularly tough period for JC, forcing him to make the difficult decision to lay off over 20 staff members to keep the business afloat.
"That was the hardest day for me, definitely. The company was like family." (27:26)
Despite these setbacks, JC's leadership and the support of his wife, Melissa, enabled them to steer Volcom back to profitability and eventually sell the license to the USA in 2011.
Return to New Zealand and Founding Raglan Surf Emporium
Upon returning to New Zealand, JC didn't rest on his laurels. Partnering with mentor Tony Bruce, he invested in local ventures, including Raglan Roast and eventually took over the Raglan Surf Emporium in 2012.
"Melissa, my wife, and I took that store on in 2012 and basically jumped in there, gave it a good cleanup and, yeah, the rest is history." (08:54)
The Emporium became a cornerstone of the local surf community, blending JC's extensive industry experience with a passion for fostering local talent and creating a welcoming environment for customers.
Business Operations and Customer Service Philosophy
Running the Raglan Surf Emporium is a seasonal endeavor, peaking during the holiday season with a surge of visitors. JC emphasizes the importance of exceptional customer service, a principle honed during his time at Volcom.
"We pride ourselves on customer service. All our staff have got amazing customer service." (12:00)
Melissa manages the day-to-day operations with precision, while JC focuses on product development and branding. This collaborative approach ensures that the Emporium remains dynamic and responsive to market trends.
Mental Health and Athlete Support
Beyond business, JC is deeply committed to the well-being of his team and the broader surf community. He highlights the importance of life after surfing for athletes, supporting them in transitioning to new careers.
"We've got all our older team riders now are all either qualified builders, electricians, one's a nurse, my son's third year at law." (10:30)
JC also discusses his involvement with The Refinery, a local dojo, where he collaborates to promote mental health and physical fitness among athletes.
Industry Insights and Future Opportunities
JC provides a candid analysis of the surf industry's current landscape, noting the decline of small, independent brands and the dominance of major players like Billabong and Volcom.
"Gone are the big days of two $300 million companies. I think companies sitting just under that 20 mil mark, there's a lot of opportunity." (26:22)
He encourages emerging brands to leverage online platforms and maintain authenticity to carve out their niche in a competitive market.
Lessons Learned and Advice to Entrepreneurs
Drawing from his extensive experience, JC offers practical advice to budding entrepreneurs:
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Integrity and Respect: Building a business on strong ethical foundations fosters trust and longevity.
"Integrity and respect and believing in what you're doing." (15:34)
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Team Building: Surround yourself with a competent team that complements your skills and challenges you to grow.
"Surround yourself with people that are going to strengthen your weaknesses." (29:44)
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Financial Prudence: Always know your numbers, budget for the worst-case scenarios, and manage cash flow diligently.
"The numbers don't lie. Always understand your cash flow, profit and loss and worst case scenario." (25:14)
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Customer Engagement: Foster genuine relationships with customers through authentic interactions and exceptional service.
"Make your customers feel at home. It's often the little things that convert someone from a browser into a loyal customer." (Various times)
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Work-Life Balance: Prioritize personal well-being and family, recognizing that success isn't solely defined by business achievements.
"Spend more time with your family and enjoy them more instead of just going to work the whole time." (32:16)
Reflections on Success and Personal Growth
For JC, success transcends financial milestones. It encompasses the relationships built, the opportunities created for others, and personal fulfillment.
"Success to me is, just giving a chance, improving ourselves that we could do it and that we built this brand and we built all these people." (31:05)
He cherishes the lifelong friendships formed through his ventures and values the continued passion for surfing that keeps him grounded.
Key Takeaways
- Seize Opportunities: When presented, jump at them with full commitment.
- Adaptability Over Credentials: A willingness to learn and adapt often trumps formal education.
- Global Perspective: Innovations can spark ideas from different industries and countries.
- Authentic Relationships: Building genuine connections leads to lasting personal and professional bonds.
- Team Empowerment: Surround yourself with individuals who enhance your strengths and mitigate your weaknesses.
- Exemplary Customer Service: Creating a welcoming and engaging customer experience is crucial for loyalty and growth.
- Community Engagement: Invest in local initiatives and competitions to foster community and brand loyalty.
- Financial Literacy: Understanding and managing your finances is essential for sustainability.
- Self-Belief and Balance: Believe in yourself, maintain a healthy work-life balance, and enjoy the entrepreneurial journey.
Conclusion
John Clapham's story is a testament to resilience, passion, and the power of community in building a successful business. From the surf shops of New Zealand to the corporate heights of Volcom, JC's journey offers invaluable lessons on leadership, adaptability, and the importance of staying true to one's roots. Aspiring entrepreneurs can draw inspiration from his experiences, embracing both the challenges and triumphs that come with building a small business.