Eitan Kramer is a world record holding vert ramp inline skater. He has travelled the world with Matt Hoffman, Tony Hawk and other action sports stars to lead a movement before putting his experience into effect with a whole new way of skating – the Morfboard.

Watch the full episode on YouTube – https://youtu.be/kWqToAira8E

Eitan grew up in a time where action sports were growing with every street meet, every event and every competition. At 12 years old, he noticed that rollerblading was getting more popular. He wanted to be a part of it.

Throughout his youth, skating went from being a hobby, to a passion, to a profession. Alongside other skaters, Eitan began innovating in an industry that had evolved from other sports to become its own market and movement.

He set a Guinness World Record for the highest air in a half pipe at an MTV festival in 1999, while continuously travelling the world, skating with communities and sharing the mutual love for movement, regardless of any language barriers.

Action sports have continued to evolve, led by approaches that Eitan and his friends put in place. Today, it's been taken to a new level with the 30ft air ramps that we see at events.

Since skating, Eitan tried a stint in entertainment and acting before realising that show business wasn't for him and moving on to another pathway to success – the Morfboard.

As a multisport introduction to numerous platforms, the Morfboard is a cost effective way to keep fitness and fun going no matter what you enjoy at any age.

It's a modular system, with accessories that can attach and detach for skateboarding, scooting, balancing, commuting and more. Not only is Eitan and his team addressing movement in an exciting way to combine fitness and fun, but the Morfboard is forever adapting, with new boards, new colours and new accessories.

Check out morfboard.com for more info.

Episode highlights -

• How brands can be influenced by the consumer's influence vertically, as with the rollerblading community making improvements to their skates. The origins of influencers.
• The importance of providing for a consumer's needs, rather than promoting a product or message that you want to get out for any other reason.
• How creativity and talent in sports breaks down all other barriers of age, demographics and other interest.
• Discovering how much of a baseline of education is required in order to inspire comfort with a product and remove the fear of looking stupid.
• How you could be ruining your own control group when you present ideas through market research. Instead of a product's reality, you could be pushing your own enthusiasm across feedback instead of it being organic and reliable.

Join Matthew Januszek in conversation with Eitan Kramer…