Big Wig: Renaud Lacoste on Steering Tahe Outdoors into the Future
Since its takeover of BIC in 2018, Tahe has become one of the biggest players in the water sports hardgoods market. With a large manufacturing base in France, Tahe gives us a unique perspective of the market. Président Renaud Lacoste spoke to Source about his personal career and the business.
Please tell us about your background and what led you to your current position of CEO at Tahe Outdoors Group.
I’ve always been passionate about water sports and in particular surfing. My previous roles were all in finance, whether in the audit & consultancy field (Deloitte) or managing finance & transformation in a FMCG Group (BIC). I joined Tahe Outdoors France two years ago as CFO with a planned transition to take over as president in April 2024. Since then, I have been working with the inhouse teams to make our two brands, TAHE and SIC Maui, leaders in the sector, while also positioning our European manufacturing capability as the main asset with which to satisfy our customers and consumers.
Please take us through the development of the Tahe Outdoors Group since its foundation 40 years ago.
It all started with BIC Sport Group in 1979. This was a great period for windsurfing. BIC Sport specialised in manufacturing top-notch products in France and distributing them around the globe. The group gradually expanded into the production of surfboards, kayaks, stand-up paddleboards and ultimately launched their own range of foiling solutions. As a side development the group initiated specific monotype classes in windsurfing and sailing, thereby generating enthusiasm amongst the youngest water sports fans. When BIC Sport was acquired by Tahe Outdoors Group in late 2018, it continued to maintain commitment to excellence in design and production. The goal has always been to create gear that brings joy to people on the water. Today, as in the past, we are moving forwards with innovative technology in all our products. In chronological order; Duratec, Ace-Tec, Tough-Tec and now Skin-Tec.
What are the major new trends in water sports today?
The main drive continues to be ‘fun on the water.’ This philosophy has brought with it a real awareness of the environment where our water sports are practiced. We are getting more and more respectful of the materials we use, the energy we consume, the lifetime of the products we make and the way in which we consume the product. With this perspective, Tahe Outdoors France did not have to wait for regulations or any other compliance requests. We began our own process of zero-waste management in our production lines, where our scrap material is ground up and reused. We have altered our manufacturing process to be less dependent on the logistics of components and semi-finished products. Finally, we are already recycling all our products built under the Tough-Tec, Twin-Sheet and Skin-Tec technologies, using specialised machines in our factory.
We are building products that genuinely stand the test of time. Unlike much of what you see in today’s market, many of our products from ten, twenty, even thirty years ago are still carving waves and exploring waterways. But eventually when your gear does reach the end of its lifespan, bring it back to us and we will transform it into something brand new at the same cost. So we’re closing the loop on sustainability while honouring our commitment to lasting quality.
Talking about change in the use of our products; we are supporting start-ups that offer products for rent at the point of practice. So, no need to purchase and travel with your gear, just consume as and when you need. Only a phone and credit card are required. This not only reduces our environmental footprint but also better serves today’s lifestyle and the financial position of our consumers.
Which is Tahe Outdoors’s best performing product market and why?
We are still generating most of our sales in the stand-up paddle category. Although it has become an inflatable market, we are leading in the sale of rigid SUPs thanks to our technologies and value proposition. We also have big expectations for our foiling products, in particular in the Wing foil segment with our new KA’A and Kunalu ranges and their associated foil combinations. This market is very dynamic right now and we are proud to offer top-end and accessible solutions to riders at every skill level.
How are the SIC and TAHE brands positioned in the marketplace?
Two different spirits indeed. On one side TAHE which aims at democratising water sports for all, no matter your level and frequency of time on water. The brand is mostly positioned in the windsurfing, kayak, sailing and dinghy markets. SIC Maui is completely different, inviting consumers on a journey of performance. The range of products allows evolution from a beginner to pro level usage. It covers the original category DNA, the Stand-up Paddling, and is developing as a strong player in surfing and foiling.
Why is technical innovation and in-house production so important to your group strategy?
This is indeed a real point of differentiation. We are very proud to be independent with our product sourcing and conception. Our teams are focused on developing our own manufacturing machines, our production processes and ultimately our own distribution. Working symbiotically to best fulfil our consumer’s needs, we can be more reactive serving demand whilst keeping the identities of our two brands separate. This was illustrated during the post-COVID period when we could produce and deliver our goods, while other brands were struggling with sourcing capacity and logistics with third party suppliers based mainly overseas. Our independence is key. Innovation is vital. The ability to deliver top quality work is a requirement at every level of the company. This combination is what defines the foundations of the TAHE and SIC Maui brands.
What are the biggest lessons you have learned during your time in the water sports industry?
Never think you can control the market. We are experiencing huge swings, no one could have predicted how the market has been shaken from one extreme to another. To thrive in business, you need to be always asking ‘what is next?’ You need to be constantly aware of market trends to see if they fit your strategy, your vision, your DNA. And then you need to be perfect in your execution. Our customers’ passion depends on getting that right.
What is the best business decision you have made during your time at Tahe Outdoors and why?
I have only had a short time in the business, but what I’ve communicated to the team is how important it is to unleash the way consumers use our gear. This is a passion-driven industry, we have products for all levels including those that will elevate your level if you want to go along that path. Our strength is to be able to balance the brands globally over seven categories of sport. This is clearly unusual and unbeatable.
How do you see the future for the water hardgoods industry?
The industry will remain strong as long as it brings innovation to the enthusiasts. We need to simplify their lives while they practice their sports, to deliver the technologies that allow them to enjoy what they are doing even more, and with all this to maintain a constant focus on the environment we all cherish as the playground of our passions.
How do you think the European market for your products and your sales to North America will be affected by Trumps Tariffs?
It’s really complicated to answer this as it has only just arisen, and we don’t yet have context to measure the impact. For sure it is an additional constraint for our subsidiary in the US. But for now we have inventory locally which entered the country before the tariff increase and this will serve the annual demand for the large majority of our products. To date, manufacturing in France, thus in Europe, remains an advantage. We are taxed less than the rest of the world. This could all change and the US market should be prepared for an increase in selling prices. We have not yet decided on the magnitude, but it is a given. However, we will always try to keep prices as low as possible and continue to supply the best value for money products to American enthusiasts.
