Interview:
Peter Tranter
Photos:
Silverbirch Canoes
A chat with… Steve Childs
We last interviewed Steve Childs over 10 years ago to speak about how he was proud to be a UK manufacturer and determined to keep it that way. In those 11 years, much has happened in the UK and internationally that affects small and large businesses. We have heard that while Steve is still manufacturing his canoes and kayaks in Norfolk, he will change how he sells and markets them. So, it was time to catch up with the ex-GB freestyler and learn more. Take it away, Steve…
Hello again, Steve. Please give us a short description of the last ten years, and we’ll discuss it in more detail with the following questions.
The last ten years have been a whirlwind of challenges and successes. There have been profound personal hurdles along the way, moments where everything felt uncertain, but paddling and the incredible community surrounding it have been my anchor. It’s what kept me moving forward. During this time, we’ve seen significant growth in the brands we’ve developed and nurtured, like Silverbirch Canoes and Tootega Kayaks, and we’ve also expanded our group to include incredible names like Hou Canoes and Verano inflatables. Throughout it all, we’ve focused on innovation, quality, and sustainability – pushing the boundaries of what’s possible in paddling.
Please tell us something about Square Circle Group and what it hopes to achieve.
Square Circle Group is built on a foundation of craftsmanship, innovation, and a deep respect for the paddling community. Our mission is simple: to create the best possible products, support the paddling community, and ensure our industry thrives in a sustainable way. We’re not just a group of brands – we’re paddlers ourselves, and we want to lead by example, demonstrating that it’s possible to balance business success with community values and environmental responsibility.
Currently, Square Circle Group incorporates Silverbirch Canoes, Hou Canoes, Tootega Sit-on-tops, Spade Kayaks, and Verano inflatables. Are you open to inviting more paddling manufacturers to the group?
Our focus is on quality over quantity. We’re always open to collaborating with like-minded brands that align with our values – those committed to innovation, craftsmanship, and sustainability. However, we need to maintain a strong focus on the brands we currently have, ensuring they receive the attention and resources they need to thrive.
Have you previously had a close relationship with Hou Canoes?
Yes, absolutely. Hou Canoes is a brand we’ve admired for years, and our close relationship has been built on a shared ethos of innovation and a passion for paddling. It’s a natural fit for the Square Circle Group, and we’re excited to bring them even closer into the fold.
The move to D2C
So Silverbirch/Hou Canoes will sell directly to your consumers. How will that work, and what will be the benefits?
Selling directly to consumers allows us to offer a more tailored and transparent experience. We’ll be able to connect more personally with paddlers, better understand their needs, and provide enhanced support – whether that’s through repair workshops, bespoke orders, or personalised advice. It also ensures that our customers receive the highest quality products at competitive prices, with the assurance that they’re backed by the team that knows them best.
How will selling directly to consumers affect your dealer network?
We have always passionately believed in the value of a strong dealer network. Dealers have played a crucial role in introducing paddlers to the sport and providing local knowledge. However, from our perspective, the external pressures on this model have made it increasingly difficult to sustain.
Despite diversifying our portfolio with additional brands, the volume of trade sales has dropped to an unsustainably low level. For us, the current model requires margins that are no longer viable when competing in a market disrupted by the influx of low-cost, lower-quality products. Transitioning to a direct-to-consumer approach ensures that we can deliver the same high-quality products and customer service paddlers expect while adapting to the changing marketplace.
We understand that paddlers might have concerns about this change, such as access to spare parts, expert advice, or repairs. This is precisely why we’ve structured our new approach to directly address these needs. For example, our dedicated spares and accessory support is more efficient than what many retailers can offer, and our repair workshops ensure local, expert care for your equipment. Additionally, paddlers will now have direct access to the people who make the products, meaning more informed advice and faster solutions.
Square Circle have recently started a ‘Repair Workshop’ service. How’s this going?
The response has been incredible. It’s about more than just fixing boats – it’s about connecting with paddlers, supporting the community, and reinforcing the idea that good gear lasts. We’ve had a great turnout at workshops, and it’s been inspiring to see how much paddlers value these opportunities to learn and engage.
Beyond your concern about the shop network, what other challenges or concerns do you have about this change?
The shift to a direct-to-consumer model is significant, and it comes with its own set of challenges. Our primary concern is ensuring paddlers feel supported and connected, even without a local dealer presence.
Historically, dealers provided a touchpoint for advice, spare parts, and service. We’ve invested heavily in creating systems that go above and beyond traditional retail support to address this. Our free spare parts delivery program ensures paddlers can quickly access the necessary components without worrying about delays or stock issues. Our repair workshops bring service directly to paddlers in their local communities, offering hands-on support and fostering a sense of connection.
Additionally, by connecting customers directly with us – the people who design and build the products – we can provide more accurate, specialised advice than a general retailer could. Whether choosing the right accessory, understanding technical features, or resolving an issue, paddlers will benefit from a direct line to the experts.
The key challenge will be communicating these benefits to paddlers and demonstrating that this new model is not just about cutting out the middleman but about enhancing their experience. By prioritising transparency, offering exceptional after-sales support, and listening to feedback, we aim to build trust and create a stronger, more resilient paddling community.
Future and challenges
What will be the major challenges to Silverbirch Canoes over the next few years?
The biggest challenge will be navigating economic uncertainty while staying true to our values. We also aim to keep innovating, especially as paddling evolves to include a wider range of participants. Meeting the needs of ageing paddlers with lighter, more accessible products, like our composite canoes, is a focus.
Are you committed to constructing your canoes in the UK?
Absolutely. Manufacturing in the UK is central to our identity. It allows us to maintain exceptional quality control, reduce our environmental impact, and support local jobs. It’s a badge of pride for us and one we intend to keep.
Looking Forward
Are you optimistic about the future?
I am. The world is challenging right now, but I believe the paddling community is resilient. By staying focused on quality, sustainability, and community, we’ll continue to thrive and help our industry grow.
Quickfire questions
If you could paddle with anyone in the world, dead or alive, who would it be?
Huw Evans, Mr White water consultancy! I wouldn’t be where I am today without him.
Pick two celebrities to be your parents…
Steve Jobs and Ada Lovelace – visionaries who embraced innovation and creativity, traits that I value deeply.
Which famous person would you like to watch playing you in a film?
Hugh Jackman – he’s got the right mix of grit and charisma.
Are you a bathroom/shower singer, and if so, what do you sing?
Yes! But my music taste is, at best, schizophrenic – it could be anything. It was the theme tune to Rosie and Jim this morning.
Favourite social media platform?
The one that is actually helping society and making a positive impact on relationships, communities, and humanity…
An ideal night out for you is?
A quiet riverbank, no phone signal, an open fire, and some mates.
What one luxury item would you take with you on a desert island?
A solar-powered desalination plant.
What would I find in your fridge right now?
Cheese, lots of it, and a glut of other leftovers from Christmas!
What would you prepare for us if we came to your house for dinner?
Something slow-cooked on an open fire.
What is the most boring question you are often asked?
Are your boats really made in the UK?
If you could be a superhero for one day, what superpower would you choose and why?
The ability to control water, it’s both practical and fitting.
Who are your paddling buddies?
A mix of ambassadors, friends, and my family – they all inspire me in different ways.
Are there any final shout-outs?
To everyone who’s supported us on this journey – thank you for believing in what we’re doing and helping us paddle forward.
