Draft:Fluidesign

Fluidesign is a Canadian company that specializes in the production of racing rowing shells. Based in London, Ontario, the company is known for its application of advanced materials and innovative techniques in the design of rowing shells.

History
Fluidesign is a prominent name in the Canadian rowing shell market, arising from a lineage of boatbuilding expertise in London, Ontario in 1999. The company was founded by Gord Henry, a former Hudson Boat Works salesman with a an approach that significantly boosted Hudson's sales. Henry's tenure at Hudson ended abruptly due to internal tensions and a stark contrast in sales philosophies, leading to his dismissal in 1998. Despite the tumultuous exit, which Henry described as the "single most traumatic" event of his life, it set the stage for his next venture.

After leaving Hudson, Henry received an offer from Diamond Aircraft for a boatbuilding project. The knowledge and skills he acquired there, particularly in engineering and materials, laid the foundation for his own boatbuilding business. In January 2000, Henry, leveraging his sales acumen from Hudson and his design experience from Diamond Aircraft, started selling Fluidesign racing shells. He quickly bought out his business partner and took full control of the company, which grew rapidly by selling a distinctive line of racing shells.

Chris Oxner, Henry's successor at Hudson, eventually left to co-found H2O Composites with Jeff Hill, launching the Mission Rowing brand. His departure from Hudson was managed professionally, earning him respect from his former employer despite becoming a direct competitor.

Fluidesign, under Henry's leadership, is recognized for its innovative approach to boatbuilding, emphasizing engineering principles learned during his inadvertent apprenticeship. The company's success is attributed to Henry's unconventional entry into the industry and his dedication to the craft. Despite the competitive environment, Fluidesign has managed to carve out a significant niche in the rowing shell market.

Fluidesign originated from a project at Diamond Aircraft Industries. This project aimed to apply aerodynamics expertise from the aviation industry to the design of rowing shells, focusing on the use of composite materials.

The initial designs by Fluidesign featured unique wing-like outriggers and were constructed primarily from carbon fiber. This approach marked a departure from traditional wooden boat construction and contributed to the company's reputation in the competitive rowing world.



In 2016, Fluidesign moved to its current location on Elias Street. It's previous location was at 175 Exeter Road.

Product design
The company's rowing shells are distinguished by their carbon fiber construction. Fluidesign's range of boats includes singles, doubles and pairs, and quads. Their Elite racing shells are built with carbon engineering that delivers a durable, stiff, and fast rowing experience. Fluidesign’s exclusive clear finishes not only highlight the beauty of carbon but also reduce maintenance needs to maximize performance.

Under Gord Henry's leadership, Fluidesign has introduced boats with clear finishes, eliminating paint to reduce weight and showcase the technology and craftsmanship of the carbon fiber construction. This transparency allows customers to directly observe the quality and engineering precision of their purchase, enhancing consumer trust and product appeal.

Innovations

 * 1) Rear-Mounted Rigger: Fluidesign introduced a winged rigger mounted behind the rower, optimizing the rigger’s position for compression rather than torsion, thus enhancing the boat’s strength and performance.
 * 2) Boat Design: The boats are carefully designed to be lighter by making them thinner at the extremes and thicker in the middle, balancing durability and speed efficiency.
 * 3) Rotating Rigger Pin: This innovative feature allows the oarlock to move with the oar, effectively shortening the span at the catch, increasing the load, and potentially enhancing speed while reducing muscle fatigue.
 * 4) Marketing and Sales: Initially, Fluidesign relied on word-of-mouth for marketing, emphasizing the quality and performance of their boats. The company has a strategic marketing approach that focuses on building a strong reputation in the rowing community.

Fluidesign's continuous innovation in boat design has led to significant market dominance, particularly in the North American market for single rowers, where they hold over 50 percent market share. This was achieved through pioneering designs such as the rear-mounted rigger, which has since become a standard in competitive boat building.

International Presence
Fluidesign's reputation extends beyond North America, evidenced by their selection by a Caribbean nation's rowing team for the Rio Olympics. This underscores the company's international appeal and the global recognition of their technological advancements in rowing shell design.

In response to growing demand for their high-quality rowing shells, Fluidesign announced a significant expansion back into the UK and European markets. On September 25, Gavin Kerr was appointed as the UK & European Sales agent. Based in the Thames Valley, Kerr, who has extensive experience in managing sales and high-touch customer experiences for global corporations, is leading the European Fluidesign Sales & Customer Success team. His role is bolstered by his passion for rowing and coaching.

Additionally, Peter Haining MBE, a three-time World Lightweight Sculling Champion well-known within the rowing community, joins the team, further strengthening Fluidesign's presence and expertise in the region.

Supporting the company's operations in the UK, Jack Clark oversees boat maintenance and repair services. Clark brings extensive experience in boat repairs, runs his own repair company in Putney, London, and serves as the Boatman at Thames Rowing Club.

Fluidesign's expansion aims to replicate their renowned customer service and product quality from Canada in Europe, enhancing the rowing experience for their customers.