Building a Value Added Life: Ryan Butcher

Welcome to Episode 58 of The Incredible Machines podcast! In this thought-provoking conversation, Jon Oliff and Luke Holden sit down with Ryan Butcher, a world champion paddleboard athlete, entrepreneur and co-founder of Hurricane Surf.

Ryan reflects on growing up in Johannesburg, developing a deep connection with the ocean and committing himself to competitive surfing and surf lifesaving. That determination eventually led him to national titles, a world championship and the Red Bull Big Wave Africa event, where he competed despite breaking his leg weeks earlier.

He also shares how his sporting experience shaped his approach to business. From identifying a gap in the South African surf market and building Hurricane Surf to helping reposition Value Added Life and Procydin, Ryan explains the importance of authenticity, teamwork, brand DNA and creating genuine value.

The conversation explores the challenge of marketing a complex health product without presenting it as a cure for everything. Ryan explains how the team returned to the science, history and purpose behind Procydin to communicate a clearer essential nutrients story.

This episode offers practical insights into performance, entrepreneurship, brand building and the urgency required to turn ambitious ideas into action.    ⏱ Timestamped Overview

00:45 – Introduction to Ryan Butcher and procrastination, pressure and urgency 03:48 – Growing up in Johannesburg, living in France and moving to Durban 08:59 – Winning national titles and becoming a paddleboard world champion 13:52 – Learning how to compete, lose and use failure as motivation 20:03 – Training, confidence and reaching a competitive flow state 25:07 – The Springboks, Rassie Erasmus and building a winning team 30:16 – Big wave surfing and searching for his personal limits 35:04 – Surfing Pipeline and pursuing bigger challenges 40:05 – Considering a return to competitive surfing 45:34 – Why Ryan performs better as part of a team 50:21 – Identifying a gap in the market and starting Hurricane Surf 55:02 – Developing products and expanding the Hurricane range 01:00:15 – Growing internationally and opening a surf school at Club Med 01:05:09 – Competing with international surf brands and protecting authenticity 01:10:19 – The stories behind successful brands 01:14:03 – Performance, supplementation and the origins of Value Added Life 01:18:53 – Entering the health market and taking the business internationally 01:21:00 – Rebuilding the brand DNA and establishing a digital presence 01:25:37 – Understanding what creates a successful breakout brand 01:29:45 – Essential nutrients, modern diets and the history behind Procydin 01:33:47 – Communicating a complex health product without overselling it 01:37:34 – Telling the essential nutrients story to reach a new market 01:39:12 – Elon Musk’s ten year goal and six month urgency mindset 01:42:04 – The people Ryan considers his incredible machines 01:45:44 – Recognising human potential and addressing personal weaknesses   💬 Quote of the Episode

“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)    🧠 Related Campaign Example  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.    👣 Relevant Links & Mentions

Ryan Butcher’s LinkedIn: https://za.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