JC: How sure does Fanatic have to be before they put a board into production?
SW: Very sure! If you look at our competitors for example, many times they release a product that is not finally developed or does not work to a certain extent. At Fanatic you will not find that. What you find is that the products that we release, we know they work! We are not trying to rush something out for the heck of doing it. We would not throw out the Stubby just to claim we are innovative. We do it because we believe this is better and it works! I think it is a key point and that approach can obviously take a little longer to get to the customers. Customers are excited by new ideas and concepts but at the end of the day they might be disappointed. There have been products on the market where brands have launched things just to be up in the media but the product did not actually work. We don’t do that and we don’t believe in that. I think in the long term it will play out for Fanatic because people will have faith and trust in the products that we make. If a person goes to the shop today and buys a Fanatic I am pretty sure they will get a quality product, not only the shape but all aspects of the board.