In Episode 58 of The Incredible Machines podcast, hosts Jon Oliff and Luke Holden are joined by Ryan Butcher, a world champion paddleboard athlete, entrepreneur, and co-founder of Hurricane Surf.
Ryan’s story begins far from the ocean. After growing up in Johannesburg and spending part of his childhood in France, he moved to Durban and developed a deep connection with surfing and surf lifesaving. His commitment to training led to national titles, a paddleboard world championship, and the opportunity to compete alongside some of the world’s best surfers. That same competitive drive eventually carried Ryan into business.
Throughout the conversation, Ryan explores the relationship between pressure and performance, the importance of building an authentic brand and the challenge of explaining a complex health product without presenting it as a cure for everything.
Whether you’re building a brand, leading a team, or turning an ambitious idea into action, Ryan’s journey offers practical lessons about discipline, purpose, and creating genuine value.
Key Highlights from Ryan Butcher in Episode 58
1. Using Failure as Motivation
Ryan’s sporting career taught him how to compete, lose and return with a stronger desire to improve. Rather than treating failure as something to avoid, he used it as information about where more work was required.
His perspective is deliberately challenging. While people should learn to handle disappointment, he believes becoming too comfortable with losing can weaken the motivation to improve. For entrepreneurs, this means acknowledging setbacks without allowing them to become permanent outcomes.
2. Why Authenticity Matters in Brand Building
Ryan believes successful brands are more than product. They have stories, values, and a point of view you can identify with.
“You’ve got to build a brand. The brand’s everything.”
Many of those strongest brands were created by people who understood that credibility came from real experience, not from trying to mimic the community from the outside. When a brand’s purpose is reflected consistently in its actions, products, and communication, customers are more likely to believe it.
3. The Strength of a Team
Although surfing is often viewed as an individual sport, Ryan explains that he performs best when he is working as part of a team. Supporting others and contributing to a shared objective gave him an additional source of motivation.
This lesson became equally important in business. A strong organisation can't depend entirely on one person. It requires individuals who understand their roles, trust one another, and contribute towards a common goal.
4. Ten-Year Goal Into a Six-Month Challenge
Towards the end of the episode, Ryan references an idea associated with Elon Musk about approaching long-term goals with greater urgency.
The point isn’t that every ten-year goal can realistically be completed in six months. Instead, the question challenges leaders to reconsider the assumptions, delays, and comfortable timelines built into their plans. By setting a far more demanding timeframe, teams are encouraged to identify what matters most, remove unnecessary steps, and act with greater focus.
Featured Quote
“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)
🛠️ Advertising Campaign Mentioned
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.
Conclusion
Ryan Butcher’s journey from competitive athlete to entrepreneur shows how the lessons developed through sport can shape the way businesses are built. His story is a reminder that ambitious goals require more than inspiration. They require preparation, decisive action, and the willingness to keep improving.
Frequently Asked Questions:
Who is Ryan Butcher?
Ryan Butcher is an entrepreneur, world champion paddleboard athlete and co-founder of Hurricane Surf. His career spans competitive surfing, surf product development, international business, and the health and nutrition industry through his work with Value Added Life.
What is Hurricane Surf?
Hurricane Surf is a South African surf brand that develops equipment and accessories for the surfing market. The business was created after Ryan and his partners identified gaps in the products available to local surfers.
What is Value Added Life?
Value Added Life is a health and wellness business focused on essential nutrients and nutritional support. Ryan discusses how the company clarified its brand story and repositioned Procydin to make the science and purpose behind the product easier to understand.
What is the Incredible Machines podcast?
The Incredible Machines podcast is a thought leadership series produced by Tim Africa, featuring conversations with visionary entrepreneurs, leaders, and changemakers from across the continent.
Where can I listen to the full episode with Ryan Butcher?
You can listen on all major platforms including:
🎧 Spotify
🍎 Apple Podcasts
🌐 Tim Africa Podcast Hub
👣 Relevant Links
Ryan Butcher’s LinkedIn: https://www.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
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