on the board
‘We dreamed of a start like this’
Fyne Audio sales director Max Maud discusses the heritage and values of the fast-growing loudspeaker brand which designs and manufactures its products in Scotland
What’s your background? Despite being born in Darlington in the North East, an area not known for its musical talent, I started playing drums at an early age. It was a major passion and I could read and write music by the age of 11. I went on to bands and session work from my teens into the 1980s. From rock, punk, jazz and even new romantic, I was exposed to all sorts of music. I loved it and supplemented my income by working in a record store between gigs. Because of my ‘good ear’, it was always left
to me to fiddle with things to get the best sound at our gigs. Just as well, because my plans to achieve rock-god superstar status were illusive. I moved into hi-fi retail and shop management, followed by two decades of sales management and director roles at Mission and Wharfedale. I became involved with Tannoy in 2005 and met all the guys who together launched Fyne Audio in 2017.
What sets Fyne apart from other speaker brands? Putting the obvious performance advantages of our Point Source Isoflare driver and BassTrax technologies aside, I’d have to say it is our sheer passion for music. As men of a certain age (we’re all in our 50s and 60s), we earned the right to create a brand and product portfolio in our own unique way, based on our combined 200-plus years of audio experience. When so many established brands are diluting their messages and frustrating retailers, Fyne Audio wants to do things the right way. Our investors, including Scottish Enterprise, really bought into the value of this proposition.
What’s keeping you busy at the moment? My immediate role has been to establish Fyne distribution across world markets. We have over 40 countries engaged now, with some seriously great distributors. I’ve spent the last six months in departure lounges and I can see the next six months being just as busy. Back in Glasgow, we are working on
projects for 2019 and beyond, building the 14 |
www.innovativeelectricalretailing.co.uk
new factory and installing our high-end production lines. We have the imminent launch of the beautiful F700 Series and will be revealing a raft of new designs at ISE, Bristol Hi-Fi Show and the Munich High End Show – but my lips are sealed!
How has the market been performing recently? For Fyne Audio I can only say ‘amazing’. We dreamed of a start like this. We have had very strong press and excellent engagement with prime distributors around the world. Our only issue currently is building enough products to supply retailer demand! Yet, I’ve been doing this long enough to understand that it’s a changing world market. We must be sensible and plan to embrace new and exciting technologies for the next generations. ‘Don’t wait for your ship to come in, swim out and meet it,’ as Barry Sheene once said.
What’s the most rewarding aspect of your job? Apart from taking a nice big order (that’s my job) it’s simply listening to our speakers. I know all sales people have to say this but the truth is Fyne Audio products will challenge anything out there. A well-known industry editor recently said to me, ‘I don’t know how you’ve done it, but Fyne has already arrived at the top table, amazing’. As I sit here in my lounge listening to my scruffy prototype F502s, I’m still that teenager utterly engaged in the pin point separation and superb imaging. The fact that we designed and built them, and end users are now at home enjoying them, means the world.
What advice would you give to someone starting out in the industry? Make sure your products or offering is good and don’t just ask your friends as they’ll tell you what you want to hear. If on the sales side, like myself, communication is key. Try as technology might, people still buy from people. You’ll always have
supporters and detractors but look after the people who look after you. ‘No’ is often the hardest thing to say.
What advice would you give to hi-fi dealers in the current market? I’ve always adhered to keeping things simple; after all I am only a drummer. Get the basics right and only pick fights you can win. Why compete with Amazon? Understand your USPs and how to work around your weaknesses. What message is coming from the brands that want you to sell their product – is it what your business needs? Focus on increasing sales by only maybe 5% while cutting costs by 5% - this will make a huge difference to your business. And, obviously, buy Fyne Audio because our products and brand ethos won’t let you down.
Fyne Audio was founded in 2017 by audio industry professionals with more than 200 years of experience between them
December 2018 / January 2019
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