How Go Exporting helped Odyssey Innovation FastTrack their export strategy.
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How Go Exporting helped Odyssey Innovation FastTrack their export strategy.
Odyssey Innovation is passionate about our environment, in particular the removal of plastics from our oceans. The company has developed a range of kayaks, hand planes and bodyboards made entirely from recycled marine plastics. After several years’ development and initial success in their home market, Odyssey was ready to launch internationally but was not sure where to start, which countries to target or which strategy to follow.
Internally they did not have experience of international markets and looked for support. They found Go Exporting through our website and contacted us for more details of our FastTrack service.
Go Exporting is a specialist in helping companies expand into international markets and was ideally placed to support Odyssey, in particular to devise a winning export strategy.
We were delighted to be chosen to provide the required support.
Odyssey Innovation was founded to combat marine plastic pollution through action and innovation. In 2014, Rob Thompson began by organising volunteer dive groups to retrieve ghost gear and marine waste from remote stretches of the Cornish coastline. What started as a grassroots movement quickly evolved into a pioneering circular economy business with global relevance.
The team faced three major challenges: accessing hard-to-reach coastal areas, disposing of collected waste sustainably, and funding continuous cleanup operations. Rather than tackling these issues individually, Rob devised a circular solution that would turn the problem into the answer. After a kayak-assisted beach cleanup, the idea struck: what if the kayaks themselves could be made from the very marine plastic they were helping to remove?
To make this vision a reality, Rob spent two years developing a marine-grade recycled material suitable for rotomoulding—an ideal process for producing durable kayaks. Collaborating with Palm Equipment, a leading UK manufacturer, he successfully created the world’s first recycled marine plastic kayak in 2018. These kayaks are produced using reclaimed beach litter, ghost fishing gear, and other marine debris. The result is a product that is not only functional and resilient, but also deeply symbolic.
Today, Odyssey’s kayaks are used around the world by environmental groups, NGOs, and corporate teams engaged in cleanup activities. They are also central to the Paddle for Plastic Campaign—an initiative that blends environmental education with hands-on conservation work. Revenue from kayak sales supports ongoing cleanup efforts and expands awareness of the plastic crisis.
More than six tonnes of ocean plastic have already been transformed into reusable products, and Odyssey continues to form new partnerships with community groups, charities, and socially responsible businesses. From just £200 and a commitment to change, Rob has built a globally recognised business that demonstrates how innovation, determination, and a strong mission can turn waste into opportunity and impact.
To learn more or support the mission, visit odysseyinnovation.com.
Followed our FastTrack Premium 8-Week Export Strategy Programme.
Held multiple video conferences with our consultant to get to know the business, objectives, products/services, etc.
Focused on planning and analysis of all aspects of export readiness and the market—viability, pricing, competition, etc.—to devise a strategy for success.
Devised a 3-Year Export Strategy with milestones and KPIs to FastTrack export success, including a quarterly action plan to benchmark progress.
From the outset, we knew that exporting was essential for the future growth of our business, but navigating the process initially felt like a bit of a minefield. It quickly became clear that trying to manage this in-house was placing a heavy strain on our team. That’s when we commissioned Go Exporting.
Mike Wilson and the team guided us through the FastTrack program, which provided a clear, logical, step-by-step approach to developing our export strategy. Everything was explained in straightforward, non-technical language, which made the entire process feel manageable and achievable. We especially appreciated the flexibility of the options available and how the program could be adapted to our specific needs.
Throughout the experience, Mike has been incredibly supportive and responsive, always willing to guide us through any challenges and tailor the approach to suit our evolving demands. His expertise and practical advice have been invaluable.
We highly recommend Go Exporting to any business looking to break into international markets with confidence and clarity.
Odyssey Innovation’s goal was to introduce their recycled plastic kayaks & watersports equipment to the international market, thereby spreading the word on their mission to clean our oceans.
Increasingly, consumers are aware of sustainability and have a desire to reduce the use of plastics. Odyssey Innovation intends to tap into this movement and benefit the planet at the same time. Recognising this trend, but lacking experience in international expansion, the company required support from a company with the knowledge and expertise to drive export growth, working with them to develop a winning strategy.
Go Exporting submitted a proposal for our FastTrack strategy programme and Odyssey Innovation managed to secure funding from its local Growth Hub. We were delighted to be selected as the partner consultant for this exciting project.
Go Exporting has developed its own tried and tested process for developing export strategies which includes a bespoke strategy questionnaire and multiple client video conferences with a dedicated consultant. Some of the areas we cover in the programme and final strategy report:
Your motivations to export
Your objectives and the time period over which you wish to achieve them
Your attitude to risk
Your organisational readiness for export
Your product/service offering and its alignment to international requirements
Identification of the best markets for you
Competitor analysis
Market research data
Evaluation of market potential
Assessment of barriers to entry
Matching resources to potential
Determination of target markets on which to focus your efforts
Identification of the best route to market
A three-year go-to-market strategy with milestones and KPIs
Odyssey Innovation was delighted with the strategy developed by Go Exporting and was keen to implement it as soon as possible.
Recognising a lack of internal resources as highlighted in our analysis, the company further engaged Go Exporting to implement the strategy by becoming their advisor, to identify and approach potential partners in export markets and to design a new website and digital marketing strategy.
This process is ongoing and the two companies are working closely together to spread the word on Fatyak Kayaks and the challenges of plastic pollution in our oceans.
We hope this Case Study has given you a feel for the effectiveness and impact working with Go Exporting can have in expanding your international sales.
Whatever stage you are at on your export journey, Go Exporting helps support you develop and implement a winning strategy to expand into international markets.
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