What is the name of your brand(s)?
Wolfhound FightwearWhen & where was it founded, and where is it currently headquartered?
Founded in 2012 and headquartered in IrelandWho are the founders/current owners?
Ian Stewart, Marko Conroy & Roger DardisIs there any significance behind the name of the brand or its logo?
The name was chosen for many reasons, the Wolfhound is a peaceful yet formidable dog that we feel represents BJJ practitioners.It is an animal that is very much associated with Ireland, hence why it’s called the Irish Wolfhound. The Wolfhound is also part of ancient Irish folklore, which we base our products around, and it represented in the tale of Cu Chulainn, a very well-known Irish tale that has been passed on for centuries.
Our tagline 'Tada Gan Iarracht' is an old Gaelic expression that translates to 'Nothing Without Effort'. We felt this was especially applicable to BJJ as anyone who trains in BJJ understands the immense effort and time that is required to succeed.
Finally, the actual logo features the Wolfhound Head and all the belts looping around it as we felt that too many brands focused on the black belt, using it in their logo, when the journey is more important; we have also incorporated this message into our hoodies with the message 'Is tábhachtaí an aistear ná a cheann scríbe' which directly translates to 'The journey is more important than the destination.'
What was the driving force (or forces) behind the founding of the brand?
The brand was founded in 2012 after Ian and Marko discussed the lack of Irish BJJ apparel available. BJJ was still quite a small sport at the time and if you wanted a Gi, you would have to pay big money and get it sent from the UK. It took close to 14 months, a lot of money, many samples and a lot of investment from various manufacturers until we found 'the one'.Wolfhound was launched to the market in 2014 with 3 products, a white 450gsm pearl weave gi, a black 550gsm gold weave gi and a rashguard. It has been growing year on year with new gis added, more rashguards, shorts, kids gis, t-shirts and hoodies and we sell globally from Australia to the US to Russia.
What are your personal strengths / the strengths of your brand?
We are all BJJ practitioners and train a lot so we know what is needed. Marko Conroy is a Purple belt who has trained over 6 years and Ian Stewart is a blue belt with over 3 years training. Roger Dardis came on board in 2014 and is a very well respected and decorated Marcello Garcia Brown Belt having trained over with him in New York for years.Ian Stewart also holds a BSC in Product Design so we actually have a product expert in our management team who knows textiles inside out and who technically designs the products from scratch. We do all our own design work in-house and we have worked with some of the top BJJ clubs in Ireland doing custom gear. This is a service that really makes us stand apart.
What was your first product produced (prototype or otherwise)?
We launched with 3 products, the Puca 450gsm pearl weave which is still our top selling Gi, the Dabilla 550gsm Gold Weave which we have modified and updated to the Dabilla 2.0 and finally our first rashguard.In that first year or so, what were your primary struggles in getting the brand off the ground?
Getting the right supplier! We spent 14 months finding the right supplier. We wanted to ensure we had a premium product that was affordable and that lasted before we went to market. Each sample was rigorously tested until we found the right manufacturer. Getting awareness of the brand was the next big challenge but we literally contacted every academy in Ireland and the response was phenomenal.We did have an issue with the first batch of white gis and the material was over treated in some of them, we immediately contacted every customer and told them that we would replace any gis with problems and although it cost us a lot, it really helped our brand profile.
What would you consider to be your signature or keystone item(s) to date?
The first 2 Gis, they are still in production and as popular as ever. They are very reasonably priced for the quality and we have heard nothing but positive comments about them.What items do you also sell that people may not be aware of?
Our design service is something that a lot of clubs outside Ireland are not aware of. It’s completely free and we have a minimum order quantity of 20 units for rashguards / tees / hoodys and shorts and the prices are very competitive, like all our products :-)Do you have anything exciting coming up in the next few months or so that you can share with us?
Oh yes, we have something that will address one of the biggest problems for BJJ people, unfortunately, we cannot share it with you but let’s say, its addressing a big problem in a unique way :-)Geographically speaking, where is your primary customer base?
Ireland and the US at present.A common question/concern among our members is the issue of shipping. We have found that some brands will not ship worldwide or have carved out certain countries from their territory. So if you would, please explain your shipping policy, pricing and any geographic restrictions that you have with regard to the sale of your goods.
We ship worldwide and try to keep the rates as low as possible. We have a rep in the US who takes orders and they we bulk ship them. We are hoping in 2016 to have a drop shipper in the US to reduce the rates even further.Do you have any sponsored athletes? If so, do you have specific criteria for selecting such athletes?
We have some very high profile athletes. These include UFC fighter Neil Seery, BAMMA fighter Chris Fields, Sam McNally a current European IBJJF champion, Brendan McGarry, Darren Curtis, Lee Hammond, Tom Halpin, Roger Dardis and Steve Cassidy in the US. All these fighters are active competitors.We don't have a specific selection criteria and we decide based on the merits, all our sponsored athletes are representatives of the brand so they need to be respectful. We do generally tend to lean towards fighters who are medaling at high profile competitions, this gives potential athletes something to aim for so it’s beneficial for them and us.
As we are a small growing brand, we don't have too many sponsored athletes as we take it very seriously and wherever possible, we help them out financially as competing, especially on the international stage, is quite expensive.
Where do you get the inspiration from in designing new gear for your brand?
Irish mythology is our inspiration. We grew up listening to these tales and loved them. We are all very proud to be Irish and we let this flow through our designs.What differentiates you and your brand from other BJJ brands?
Our Celtic inspiration, the quality of our merchandise and our values. We are very much a part of the BJJ community and we also like to give back. We recently produced a rashguard to highlight suicide awareness and all profits were donated to a charity. Our pricing is also very good, especially with the dollar / euro conversion and the quality is top notch.What other brands are out there that you admire? And why?
Tatami are probably the brand that we aspire to, they started and have built up a very good brand that is probably the biggest in the world. Design wise I love Ronin stuff, I don't have a gi but I think their designs are really nice.Is your company direct sales only? Or do you have distributors?
We are direct sales company but we have a US rep. We stock some club stores but being honest, we are a new brand and we try to keep the margins down so that our products are affordable.Are you set up for wholesale accounts for BJJ schools and/or distributors? Please elaborate if so.
Yes, we do offer generous discounted rates for clubs as we know how costly running a club is. The club owner can sell at retail prices, which are still very good, and keep the margin to invest into the club, or they can sell at cost price.Do or have you participated in tournament booths or sponsorships of tournaments?
Yes, we have been sponsoring the Irish Open since it launched and we also sponsor other events. We are looking internationally at events but it’s all about the money and return on investment.Any plans for future expansion?
Yes, we dipped our foot into casual wear and the response has been brilliant, especially the BJJ dogs t-shirt. We intend to continue expanding of our range and adding more casual wear. We have some really cool new gis in development and we also have an entry level gi that will be extremely competitively priced but of the same quality as our other products. We are growing the business organically through reinvestment of profits, to date, we haven't taken a cent from the company so we are in it for the long haul!Please tell us a little about yourself, where you grew up, your BJJ experience, home life, education, military service, etc. Anything that might help our members get to know you a little better.
I was born and raised in Ireland and I am 38 years young. I am married with a son who I absolutely idolize and I will mold into a future BJJ world champion... he is 3 years old and knows the spider guard folks, don't teach your kids spider guard, makes changing them an absolute nightmare!I have been studying various martial arts since I was 8 but in my teens I started playing football and that took over my life until I smashed my knee. I started training in BJJ 3 years ago but I was out for 9 months with a torn ACL in my other knee kids, never drink water on the mat!!!!
I have a degree in product design and I have also studied animation and design and have a full time job as a marketing manager so I bring a lot of my skills to this company.
What hobbies do you enjoy?
BJJ, BJJ, BJJ, BJJ, BJJ, BJJ... I also enjoy cycling, cooking and I am a book worm. Being honest, when you have a kid, hobbies go out the window because you want to spend as much time as possible with them. I try to train as often as possible but having a full time job and also a company to run, you have little free time, I am trying to get as many friends and family involved in BJJ so that when I build a house I will have a training room to invite them over to get choked out :-)Do you have any pets?
Nope, I would love a dog but I wouldn't have the time to care for it properly.Where did you grow up and attend school (University/College)?
I grew up in Leixlip, Co. Kildare. A lot of people who have never visited Ireland have an idea that it’s all quite green and rural. It’s a big town with a lot of tech businesses. I went to school in Leixlip and when I finished I started an apprenticeship as a mechanic. I then went to study animation and design before then switching to Industrial Design and later Product Design in the UK.Tell us a little about your background in martial arts/grappling.
I started martial arts when I was 8 doing Kempo and studied that for 2 years. The academy closed and I then started studying Bushido and stayed with that for a further 2 years until football took over. In my late teens I took up boxing but I had to move away for college and never got back into it. After I shattered my knee, football wasn't an option so I started doing Judo and then MMA. But it was the BJJ in the MMA that I loved, and soon I just focused completely on the BJJ.What drew you into Jiu Jitsu and now that you are "hooked" (like most of us), what keeps you excited about training?
The tactical side of it is what hooked me. I am a naturally big bloke and when you have a guy half your size flipping you like a pancake, you can’t but help to be intrigued. I remember looking up YouTube videos and I couldn't understand how exactly they were doing these things.When I started it was tough, I was not used to being dominated but thankfully I didn't have an ego and could accept it. It’s hard to join a club when you are much older than everyone else. You have to persevere and when you start to piece things together and hold your own, then it becomes additive.
Tearing my ACL was very tough because I had built up momentum and then I lost it, and was set back. I saw lads that started after me being promoted and it was hard to go back, especially when you are a lot older than most others it’s not an ego thing, but there is some pride involved. I shoved those feelings back and I went back and I am so thankful that I did. It definitely has changed my life and I love the sport.
Quick Fire
These questions are designed to allow for short, one or two word answers. Oftentimes just yes or no, and from a personal perspective.Rash Guard – Short or long sleeve?
ShortPreferred gi colorway?
BlackRash under your gi?
DefinitelySpats under your gi?
No wayGi Pants – Rip Stop, Cotton Twill/Drill Cotton, or Cotton/Poly Blend?
Cotton TwillGi jacket weave?
450gsm PearlFirst gi that you owned?
Non branded one I bought off a JudokaHow often do you typically train in a given week? Teach? Assist?
3 daysFavorite submission?
KimuraLast stamp on your passport?
Argentina (mainly travel in Europe so don't get stamped)Beer or wine?
Red Wine (Malbec)Tea or coffee?
CoffeeDo you wash your belt or not?
Hell YESRegular knot or superlock knot in belt?
Regular, took me long enough to learnIsle or window seat?
IsleYour primary mode of transportation to and from work and/or the dojo?
CarWhat is your website address? Do you have more than one? And what social media do you participate in and what are those addresses?
Website: http://www.wolfhoundfightwear.com/Facebook: www.facebook.com/wolfhoundfightwear
Twitter: www.twitter.com/wolfhoundfight
Instagram: www.instagram.com/wolfhound_fightwear
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