But as much as this is a story about export success, it’s also a rallying cry for the New Zealand marine industry to look outward, work together, and get a bit more daring.
Breaking into SCIBS via the back door
“We tried every way in,” says Russell. “Even through NZ Marine. Nothing worked.” Eventually, Russell and Karin pitched a partnership with another marine company exhibiting at SCIBS—”your motors look good on my boats, my boats look good on your motors”—and the partnership was formed.
As it often goes when planning an event, circumstances changed and a few weeks out from the SCIBS Russell and Karin found themselves inheriting the entire 20-metre frontage in a prime location.
The result? “We sold 23 boats at an average of $22k each. That’s around $450,000. And we expect to double that from follow-ups. I came home and sold one the next Tuesday. It was already in stock.”
Building personal connections that power their brand
Russell and Karin place a strong emphasis on the value of the relationships they build with their clients. For them, selling direct has always been about more than just business—it’s about connection. One of the key advantages of running their business this way is the personal relationships they’ve formed along the way.
They’re now doubling down on that approach by actively participating in boat shows. It’s an opportunity to bring that personal touch to the stand—to share their story face to face, to listen to the stories of potential clients, and to build mutual trust and understanding. It also gives them a platform to express what they stand for, and why they believe so strongly in their product and the values behind it.
“This is the true value of being a small business in New Zealand,” Karin says. “People love a good story, a brand with a soul. And ultimately this in association with a good product is how we turned SCIBS into a real success for us, professionally and financially.”
The power of visibility
Any brand who spends time on social media will recognise the real value of social media (including YouTube) is its amazing source of real life content (saving many brands tons of marketing and time in creating the content themselves). It’s marketing in real time.
Acknowledging this, Russell and Karin attribute social media marketing as one of the reasons their tenders are recognised worldwide. They show up—again and again—in content from well-recognised YouTube channels like La Vagabonde, and Gone with the Wynns, to many others, less of a household name but equally valued. As the tender of choice, “I told them not to mention the brand. Just use it,” Russell explains. “Now my tenders show up every second frame. That’s better than an ad.”
It’s a marketing move that’s paid off, especially at events like the Annapolis Boat Show where fans—and customers—know his boats from the screen. “We were treated like royalty because of the Wynns’ boat.”
A bold bet on ZeroJet
Five years ago, a couple from a fledgling Kiwi electric jet start-up walked up to Russell’s stand at the Auckland Boat Show. He handed them $10,000 for a prototype install and gave them three months.
“They came through, and we now build about four boats a month for ZeroJet,” Russell says. “You don’t see the motor in the video. You see my boat. That was the whole idea.”
Now, the partnership is a major pillar of his business—and one of the few real commercial showcases of electric jet tenders on the global stage.
As the couple points out, they saw an opportunity to align with the sheer value of the proposition of the ZeroJet product. It aligned with their company and personal ethos of clean energy, efficiency and performance. They are very proud of ZeroJet’s achievements, and their continued partnership has provided OC Tenders with exposure they could only dream of.
And it works both ways. ZeroJet customers take a ride on OC Tenders already recognised, highly regarded tender brand and design which enhances the performance of their systems, creating the best performing electric jet tender currently in the world market.
Vertical integration and value
Russell and Karin’s business model is as lean as it is direct. They import all key materials—PVC, foam sandwich, fibreglass, carbon—from China himself.
“I don’t deal with local middlemen clipping the ticket. I bring in four containers a year and make a full margin. That means I can pay my team better,” acknowledges Russell.
They haven’t had a staff member leave in five years. And now that they’ve shifted from a made-to-order model to keeping stock on hand, their business is more responsive—and more profitable.
Returning to Auckland—with a few ideas
Despite the export wins, Russell and Karin remain loyal to the Auckland Boat Show.
“I’m a proud New Zealander. I’ll be back next year with bells and whistles on,”—says Russell.
But he believes the show needs a rethink.
“We’ve turned the Auckland Boat Show into a boat sell, not a boat show,” Russell says. “Sanctuary Cove had buskers, street performers, pirates entertaining kids, music—it was an event. I’d happily pay $100 more for my stand if we pitched in to create that vibe.”
He’d also like to see more industry connection. “Every night at Sanctuary Cove there was a party—Palm Beach might host one night, someone else the next. It’s about rubbing shoulders. We’re too bloody busy to talk otherwise.”
From the hills to half a million
Based in the Far North, Russell’s no stranger to going it alone.
“I’m a hillbilly. But I’m persistent,” Russell laughs. “It’s taken 10 years to earn the respect I now get at these shows.”
And it’s not just about dollars.
“Sure, $500k came back to New Zealand. But what matters more is we’re showing the world what Kiwi marine builders can do. Every boat in every harbour needs a tender. We just have to get out there and show them ours.”
