1. How did you become interested in your profession? What do you enjoy most about your calling? Since a young girl I was interested in sports, volleyball in school then outdoor sports all through university and beyond. In 2000 I was living in New Zealand, filming dolphin encounters, and I was introduced to kiteboarding. From the moment I touched the kite I was addicted! I knew in that moment that I wanted to make kiteboarding my profession. I never dreamed it would grow into owning my own kiteboarding school and launching kiteboarding apparel brands!

The thing I enjoy the most is that the beach is my office! And I get to wear a bikini and shorts to work! But seriously, this is a great perk, but the best thing is being able to work inside something I really love, and to inspire other women with my work. I also love helping to introduce people to kiteboarding. The sport has brought so much joy into my life and I have seen the joy in other people when they practice it, which is really fulfilling.

2. What was your first year like? The first year of Laurel Eastman Kiteboarding was crazy! I was still doing competition on an international level and I knew really nothing about business. But it was so much fun to see my company progress, and be built up from nothing to something wonderful. The best thing about LEK is that it worked from the first day, we have always been able to pay the bills with the money we earn teaching the sport we are all so passionate about.

3. What were/are some of the obstacles you have encountered (overcome)? Balancing my world travels and the needs of my company has been a big challenge, but I seem to have found a great balance (and a wonderful team to run the show when I am away!) Not having any business experience or training was a bit obstacle, it’s been very much a case of trial and error, but I have been lucky to have some fantastic advisors who have helped me immensely.

4. What is the most unique aspect of your business? Thinking about the unique aspect of my business I realized it is not something tangible or concrete. Lots of people have kiteboarding schools, all over the world, but there really is something special about LEK Cabarete. I think it is our energy, because I am the leader my positive, creative and loving energy flows into my team, and I attract those same kinds of people. The team is amazing, and the guests always feel welcome, safe, important and even loved. I guess that is the unique thing…

5. From where do you draw inspiration? I get a lot of inspiration from other athletes, of all sports. I also subscribe to a couple really great online inspiration services, the best one is from www.higherawareness.com they have a daily email that is really fantastic, when I am working on the computer I always take some moments to read and later write in my journal…

6. What significant partnerships have played a role in your success? I was very lucky to have lots of support from the kiteboarding industry when I started my company. From my sponsor for equipment, Wipika Kiteboarding, who helped me with gear, to the hotel where my club is, companies like Seaspecs who believed in me and helped me built the retail aspect of the company, and all the media helping with publicity.

I have no business partners officially, but my life partner, Leslie Bore from New Zealand, has started recently Wipikacarribean.com and is the distributor for the kites, boards etc. to us and around the region. Without his help, in everything from teaching to building things at the club, and really leading the charge of equipment sales, LEK would not be what it is today.

7. What would you say is your “claim to Fame”? Personally it is my contagious smile and positive Aloha spirit, which I think my company also follows…

8. Since the focus on the Women’s ECommerce Assoc. is to help women connect and do business on the web, could offer one piece of advice about the internet/ ecommerce/ websites to our readers? Find a good person to work with you on building and promoting your website. I am constantly complimented on my site and it is starting to generate a lot of business for my company. After the site is built beautifully, the next part is making sure it’s on the search engines and has good links from other popular sites, to generate the traffic, this is so key.

Also I really recommend that your webmaster builds you an “intranet” where you can easily update and manage the contents of your site, to keep in new and fresh, so people will keep coming back. Check out my site and contact Cyril my webmaster, he has been wonderful to work with and does freelance work, which can be more affordable and effective than the traditional way of working.

9. What are some of the trends you are noticing in your industry? Our industry is experiencing huge growth and its so fun to be a part of it. More and more people know about kiteboarding, its starting to get much more mainstream attention, which is wonderful, as its one of the coolest sports in the whole world (of course I am a bit biased!) A big trend is happening within the sport to make it safer and more accessible, so that anyone can learn it, feel safe, and enjoy, even if its just flying a small kite on the beach.

10. Is there anything else you would like to share with our readers? Follow your hearts, find your passions and do that! Don’t look back, just go with what you love and brings you joy.

To contact Laurel, visit: www.laureleastman.com

© 2006 - Heidi Richards is the author of The PMS Principles, Powerful Marketing Strategies to Grow Your Business and 8 other books. She is also the Founder & CEO of the Women’s ECommerce Association, International www.WECAI.org (pronounced wee-kī) – an Internet organization that “Helps Women Do Business on the WEB.” She can be reached at www.HeidiRichards.com.