USWE are a Swedish brand that have an innovative way of keeping backpacks from dancing on your back. Pete caught up with one of their main men Karl-Johan Engdahl.
After coming into the mountain bike domain in 2009, USWE then took off with their unique harness strapped riding packs. Fast forward a few years and you have the likes of Steve Peat and Josh Bryceland rocking their packs.
Pete sat down with Karl-John Engdahl, one of the founders of USWE to see where the idea came from.
Where it all began.
Who is Karl-Johan Engdahl?
I’m a 40 year ”young” weekend warrior with roots in motocross (5th in the Swedish Junior MX Championships in 1996). I am co-founder of USWE in 2007 with the ambition of making the action backpack with the perfect fit. Today I’m a happy father of three kids (17,13,8) and working as the Business & Marketing Development Director at USWE Sports AB.
How did USWE come about?
Me and my buddies were riding dirt bikes in the Swedish country back in the days, searching for the toughest terrain and going as far out into the unknown as our bikes would take us. Coming from the “forbidden world” we learned by our hard-core lifestyle, that tough terrain means a hell of lot of bumpy rides, and the backpacks that we were using to carry our gear at the time, quite simply, were not up to our riding adventures.
They bounced around on our sore backs like “dancing monkeys”. We got sick fed up with that. Who wants a monkey on their back? So we bought an old sewing machine and started making our own backpack prototypes. Did we know how to sew? Hell no. Did we enjoy it? Hell yes.
What’s your background in cycling?
After my motocross career I started to ride MTB to keep my adrenaline on top. I love the speed and technique you need to ride. I’m a passionate amateur who enjoys all the time I spend on my bike.
How did the collaboration with Leatt come about?
We at USWE developed a special hydration pack that was attached direct on a neck brace, which Leatt were interested in adding to their product line. So we made a USWE/Leatt pack range for them in 2009.
More hand-sewn prototypes.
What made you want move away from Leatt?
Both companies grew in business over the following four to five years, and we reached to a point where USWE wanted to focus more on its own products. So we decided to move away.
How did you choose the factories you work with?
We’ve done a lot of research and traveling in China, visiting factories and suppliers, to find the factory and suppliers that we’re using today. It wasn’t an easy start, but today we’re very happy with our setup.
How many people make up USWE and what do they do?
We’re a slim, but super effective team, with six people working at the head office. Then we’ve several freelancers and consultants working for us on different projects. The main team of six, are the CEO, International Sales Director, Business & Marketing Director, Product & Logistics Manager, Finance & Administration Manager, and Online & Social Creator.
How do you manage developing new products across your sport range?
We’re are all passionate about sports and live an active lifestyle using backpacks on daily basis. We also have our own R&D team who’s working tight together with a mix of core athletes and weekend warriors.
British MX1 champ Shaun Simpson rocking the original USWE/Leatt collaboration hydration pack.
Where did the harness strap idea come from?
We picked the idea from a driver 4-point safety belt in a racing car. The optimal distribution of load and pressure from an impact.
What did you have to sacrifice to get to this stage?
A lot of time with my family.
Did you have day jobs that you had to give up?
The first two years I was working full time at another job, and working with USWE during nights and weekends. It was a really tough period. But all came to a point when I had to make the decision, closing the USWE project or quit my day job and work full time with USWE. I never regret the decision I made.
MXGP rider Tommy Searle running some testing the USWE hydration system.
Had you done any similar work before USWE and how did it help?
I’ve always known that I wanted to start my own business. I’m an entrepreneur and I’m that type of guy that must enjoy my day job and be involved making decisions that really matter. That’s very important to me. I’ve always had many ideas about new innovative products and always been keen to work inside the sports industry. I love my job today!
How did you learn what you needed to know to get your own company off the ground and the packs in hand?
Networking with the right people, listen and learn by other entrepreneurs, and a lot of hard work and research by myself. The best advice I’ve been given during these years: Don’t be afraid of making failures, they’ll make you stronger. But learn from them and make the changes that needs to be done.
How many prototypes did you have before getting to the production packs?
Wow, I don’t know really… I guess it’s hundreds of sketches and sewn prototypes. I’ve some of my very first prototypes at my office, they’re invaluable to me and the company.
From motocross to downhill legends, USWE has plenty of experienced athletes to draw feedback from.
Where next for USWE? How do you plan to go about getting extra helpers etc. etc.?
The company is going though a big change now where we’re expanding our business focusing on key markets but also opening new markets. Our main user segments are mountain biking, trail running, motorsport, and skiing.
Focus, product development and brand awareness will be key factors for USWE over next coming years. This means hard work for our team, but also that we’ll add people to the team with core competence and skills so we can execute the work that needs to be done to reach our goals.
Anybody to thank at this point in the USWE journey? Long suffering spouses/parents/friends?
My long time business partner Jörgen Gustafsson who’s always stood by my side, in good and bad. Same with my family who’ve been super patient and supportive to me during all these years. Big love to these guys!
