Spikeball is a volleyball-like game where two teams of two compete to keep the ball in the air before spiking it off a circular sprung net on the ground. Originally marketed as a beach game, it’s now taking off in backyards and parks across America.
But it’s also a rather unconventional business.
Spikeball actually launched way back in the early 90′s but failed to take off, before being brought back to life – and given a new attitude – by a group of 7 friends from Illinois.
We caught up with co-founder and company president Chris Ruder to learn a little more about Spikeball and the business behind it:
Chris, Spikeball was originally released in the early 90′s – how did you come across it and what made you think you could turn it into a successful business?
CR: We bought a few sets at Toys R Us when we were kids. We have been playing ever since. People would always stop and tell us 
what a great game it is and would then ask where they could get their own set. We had to tell them it was no longer available. The sheer amount of people that kept asking us about the game over the years told us there was a need for it to be relaunched.
The ‘about’ page on your website is an interesting read, could you tell us a bit about how you all know each other and what having a team of friends and family brings to the business?
CR: There are 7 of us that have invested in the business. 6 of us grew up together in Kankakee, IL. 2 are brothers, 2 are twin brothers (they have 9 siblings most of whom loved Spikeball as kids), One is a cousin of the brothers, one guy grew up across the street from the brothers, and the 7th guy is a friend of mine from Scotland who now lives in Chicago.
The family element has brought some challenges to the business. It never got to the point of threatening relationships but, like all good brotherly relationships, things tended to get pretty heated. The first year was a bit difficult figuring out who was doing what, getting people to commit to do their work, etc.
Once we had a little road behind us it was easier to predict what each guy would actually do as compared to what he said he’d do. With expectations set in a much clearer way, things got a lot easier.
Spikeball seems to be attracting a cult following – what are you doing to help build that community both online and off?
CR: Cult following is exactly the goal.
We spend nearly $0 on advertising (online and offline). We are doing the typical things like Facebook, Twitter, website, blog, etc but the one that we are doing that I think is unique from other games/sports products is that we’re not pursuing retail.
I think we’d lose touch with our customers and our personality would be lost if we were to go in big box retail stores. We’ve had a few offers with some of the big boys but have chosen to not move forward. We’re in a few small mom and pop shops that we like but that’s about it for retail.
I am obsessive about great customer service as well. I reply to every customer thanking them for the order and asking how they heard about the game. I am still in touch with some of them that bought a set almost 2 years ago. I am getting emails about people wanting to start their own leagues, people wanting to start intramural Spikeball on their college campus, and some send in ‘greatest hits’ videos of their best Spikeball games.
I’d say one thing that I’m most excited about is the fact that people are making up their own rules (one guy sent in rules for a Spikeball game he calls “Last Man Standing” that has absolutely nothing to do with the ‘normal’ rules) and making Spikeball their own.
Every so often I’ll email a customer from 6+ months ago just asking how things are going and if they’ve had a chance to play. Our customers seem to really like getting an email from an actual human that calls them by name and has a personality.
Combine that with what our customers call ‘lightning fast’ replies (usually within 30 minutes) to their questions and I think we’ve got a pretty solid system.
How would you describe the Spikeball brand, and how much of what we see comes from your own personalities?
CR: Smart ass, witty (we hope), and competitive. I think those words pretty much sum up our brand and our group. The product is nothing without some personality behind it. Our blog postings and newsletters are usually about Spikeball but not always. If I find something that I like, I’ll post it. Have you seen the keg bike? It’s awesome and deserved its own posting.
Sending out “Buy Now!” emails all the time doesn’t really do much and usually just scares people away if that’s the only message being delivered. I like taking the route of building the relationship with the community and trying to offer something of value in our messaging.
“The product is nothing
without some personality behind it.”
Apart from selling Spikeball sets, how else do you hope to make money? Any plans for the future?
CR: Our focus is 100% on the game. We sell extra balls and T Shirts but don’t want to stray any farther than that from the game. Some people have suggested making Spikeball into some ‘adult themed’ products. The name Spikeball could really take some interesting turns in that arena. We’re not quite there yet. People have asked about custom colors for the sets but we’re not at that stage yet.
If you can prove yourself against me in a game, I’ll consider making changes.
What would be your advice for anyone starting up this kind of business?
CR: Nothing against my partners but I’d say the fewer the partners the better. Too many cooks in the kitchen can ruin the recipe. Study viral marketing. Avoid tradeshows early on- they are expensive. Give your product personality. Find Bloggers that will do a story on your product. Make sure your legal work is intact. Shower.
Site: spikeball.com
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{ 2 comments… read them below or add one }
An ´exciting game¨doesn´t cover it. I´´m down in Nicaragua on holidays. In eliminating items from my backpack, the extra pair of underwear and shoes fell victim to taking Spikeball. No brainer. A great source of non-stop fun.
I’ve seen Spikeball blow up on the beaches in Chicago. It’s a great workout, and ultra-competitive. This is a “cult” sport that is turning a lot of heads. Lookout….