Today's conversation is with Simon Day, the co-founder of a burgeoning surf brand in the UK called Fitzroy. Today we're off to the North Sea!

To understand Simon's story, you have to go back a generation. Simon grew up with the North Sea as his playground, getting dizzy in the garden shed watching his Dad make kayaks and repair surfboards.

Simon started out as an ice hockey player and worked his way up the corporate ladder of winter sports companies working in retail and then in design. But surfing had always been part of his life: the beach was across the road from home. When one of his Dad's friends retired and gave him a set of shaping tools, he was finally equipped to become a shaper. It only took a nudge from his best mate David Haigh to start the ball rolling and to create Fitzroy, one of the rare North Sea surfing brands.