GPS Training podcast – number 113
GPS Training Interview with Dan Southam – Suunto Marketing Manager - Special mid-month podcast.
In the 113th episode of the GPS Training Podcast, John interviews Dan Southam, the UK Marketing Manager for Suunto, a Finnish outdoor brand with a rich heritage dating back to 1936. Dan outlines Suunto’s journey from inventing the liquid-filled compass to developing advanced GPS watches designed specifically for outdoor adventure enthusiasts. Suunto’s core mission is to inspire people to get outside and explore mountainous terrains and trails safely, providing reliable technology tailored for activities like trail running, hiking, bikepacking, skiing, and snowboarding.
Dan highlights Suunto’s distinct approach in focusing on specialist outdoor sports watches rather than broad-spectrum smartwatches. Their products emphasise navigation, safety, and durability with features such as free worldwide mapping, heat mapping, altimeter, barometer, compass, storm warnings, and ‘return to home’ navigation. The discussion compares Suunto’s offerings—particularly the Race, Race S, and Vertical models, explaining their suitability for different user needs, with the Race S emerging as the best-seller due to its compact size, sleek design, and affordability.
The podcast also explores Suunto’s bone conduction headphones, which allow users to listen to audio while staying aware of their surroundings, a perfect fit for outdoor activities. Dan shares insights into Suunto’s recent partnership with the UTMB World Series, a prestigious ultra-trail running event, which bolsters brand visibility within the trail running community.
Dan emphasises Suunto’s commitment to affordability, longevity, and user experience, contrasting it against competitors who often push frequent upgrades. Suunto delivers regular software updates and supports older models to keep customers satisfied over many years. Key technological innovations like Climb Guidance and ZoneSense offer advanced training and race-day advantages, enhancing user performance and safety.
The episode concludes with Dan encouraging listeners, including beginners, to embrace Suunto products for both outdoor adventure and everyday fitness tracking, underscoring how the devices can improve safety, motivation, and self-awareness. Dan also highlights the small but dedicated UK team and the company’s flexibility in supporting retailers and customers. Finally, he teases upcoming product refreshes and innovations while reaffirming Suunto’s passion for the outdoors and commitment to quality.
Highlights
- 🧭 Suunto’s heritage dates back to 1936, originating with the invention of the liquid-filled compass.
- 🏔️ Suunto focuses exclusively on adventure and outdoor sports watches, not general smartwatches.
- 🌍 Free worldwide GPS mapping and navigation are core features distinguishing Suunto watches.
- ⌚ The Race S is Suunto’s best-selling GPS watch, praised for its compact size, style, and affordability.
- 🎧 Suunto’s bone conduction headphones allow users to listen while remaining aware of their environment.
- 🏃 Suunto is a key sponsor of the UTMB World Series, the premier ultra-trail running event globally.
- 🔋 Suunto emphasises product longevity, offering extended software support and durable hardware.
Key Insights
- 🧭 **Heritage as a Competitive Advantage:** Suunto’s long history and engineering roots in navigation technology provide credibility and expertise that set it apart from competitors. Unlike brands that diversify broadly, Suunto’s legacy allows it to specialise deeply in outdoor navigation and safety, which is critical for its target audience of adventurers and athletes.
- 🏞️ **Specialisation Over Generalisation:** By positioning their watches as “sports watches” rather than “smartwatches,” Suunto appeals to serious outdoor users who prioritise durability, battery life, and navigation over smart features like phone notifications. This niche focus allows Suunto to offer a product that meets specific needs better than more generalised competitors.
- 🌐 **Free Worldwide Mapping as a Unique Selling Point:** Many GPS watch brands charge subscriptions for maps or navigation features, but Suunto provides free worldwide mapping and heat map data through its app. This removes barriers for international users and eliminates ongoing costs, making Suunto attractive for explorers who travel or participate in diverse outdoor activities globally.
- ⌚ **Product Range Tailored to Use Case:** Suunto’s clear segmentation between the Vertical (adventure, mountaineering) and Race/Race S (performance, trail running) means customers can choose a device that matches their activity profile. The Vertical’s long battery life suits multi-day expeditions, whereas the Race S’s bright AMOLED screen and compact size cater to fast-paced trail runners needing quick navigation.
- 🎧 **Bone Conduction Headphones Enhance Safety and Experience:** These headphones are an innovative complement to Suunto’s outdoor portfolio, enabling users to listen to audio while maintaining environmental awareness—a crucial safety factor for runners and cyclists on roads or trails. Their lightweight design and long battery life make them practical for extended use.
- 🏅 **Strategic Partnerships Drive Brand Credibility:** Suunto’s sponsorship of the UTMB World Series connects the brand directly with elite trail runners and the broader running community. This partnership not only increases brand visibility but also validates Suunto’s products as trusted by top endurance athletes, encouraging adoption among serious amateurs and enthusiasts.
- 🔄 **Longevity and Customer-Centric Software Updates:** Suunto’s commitment to supporting older devices with updates contrasts with many tech brands’ push for rapid product refresh cycles. This strategy builds customer loyalty by maximising product lifespan, reducing waste, and providing value over years, important in a market where affordability and sustainability are growing concerns.
- 📈 **Advanced Features like Climb Guidance and ZoneSense Demonstrate Innovation:** Climb Guidance helps athletes manage pacing and energy efficiently during challenging terrain, while ZoneSense provides live lactate threshold readings using heart rate variability. These features highlight Suunto’s focus on delivering actionable data that can improve performance and safety during endurance events, appealing to data-driven athletes.
- 🏕️ **User Safety and Navigation Are Paramount:** Features like the ‘return to home’ button and detailed mapping are not just conveniences but potentially life-saving tools in mountainous or remote environments. Suunto’s focus on simplicity and reliability, especially in adverse weather conditions, addresses a critical need for outdoor enthusiasts who may face rapidly changing environments.
- 👥 **Small, Agile Team Enables Personalised Support:** With only six staff in the UK, Suunto maintains close relationships with retailers and customers, providing tailored training, demos, and quick service turnaround. This agility fosters a community feel and responsiveness that larger organisations may struggle to match, enhancing brand loyalty and customer satisfaction.
- 🌟 **Product Design Balances Style and Function:** The Race S model’s sleek design, interchangeable straps, and wearable size make it suitable for everyday use beyond just sports, appealing to a broader audience who want a watch that looks good off the trail but delivers robust outdoor functionality.
- 💡 **Motivational Benefits Extend Beyond Adventure:** Suunto watches also serve as daily fitness motivators, encouraging users to meet step goals and monitor sleep and calorie burn. This dual functionality helps integrate outdoor activity into everyday life, supporting overall health and wellness.
- 🔮 **Exciting Product Developments on the Horizon:** While details are limited, Dan hints at upcoming refreshes in both the watch and headphone categories, signaling ongoing innovation and a commitment to evolving technology to meet the needs of outdoor athletes and enthusiasts.
Conclusion
This podcast episode provides a comprehensive overview of Suunto’s brand ethos, product range, unique features, and market positioning. Dan Southam’s insights reveal a company deeply rooted in outdoor heritage, committed to specialist innovation, and focused on delivering value, safety, and performance to its customers. Suunto’s products blend durability, smart technology, and user-centric design, helping adventurers navigate and enjoy the outdoors confidently while maintaining affordability and longevity. The company’s strategic partnerships and dedicated support infrastructure further strengthen its presence in the competitive GPS watch market, making it a compelling choice for both novice and elite outdoor athletes.
