This week we talk to Randall Cooper, a sports physiotherapist by profession who founded the skincare brand Premax Performance Skincare. With over 20 years of experience working with notable sports organisations, Randall tapped into his vast experience and his passion for helping people achieve their goals in formulating a unique sports skincare product range.
ISB: How did the idea for Premax Performance Skincare come about?
RC: In my role as a sports physiotherapist, many of my patients and athletes complained about the oils, rubs, and lotions I applied. I kept hearing over and over that these products felt greasy, clogged pores, and hindered proper skin breathing and sweating. Perplexed as to why a solution hadn’t already been developed, one that offered a range of lightweight, breathable, and non-greasy options, I decided to embark on a journey to create my own products that filled this gap in the market. So, Premax was born, initially as a side project while I continued my work as a physiotherapist, however, the brand has steadily grown since.
ISB: What makes Premax the ideal skincare product for athletes and adventurers?
RC: Outdoor activities can stress the skin, from sun exposure to windburn, chafing, blisters, and grazes. Athletes can shield their skin by preparing adequately and using the right products. Premax offers formulations designed to safeguard and condition the skin during athletic activity. Our products seamlessly combine effectiveness and reliability with lightweight, breathable, and non-greasy formulations.
ISB: What was the most challenging aspect that you encountered in this venture and how did you overcome it?
RC: When we entered the UK market, we adjusted some formulations to comply with regulations, removing an ingredient. Despite extensive testing, when we scaled up production, the products liquified during transportation, causing a barrage of complaints among customers and threatening the business. Instead of letting it sink us, I publicly apologised through an open letter, explaining our commitment to product improvement. Surprisingly, our customers responded positively, with many staying loyal. This transparency not only salvaged the brand but also fueled further growth. In business, challenges are inevitable; it’s how you navigate them that defines your success or failure.
ISB: What values or practices do you hold as a physiotherapist that have helped you in turning this venture into what it is today?
RC: Just as I prioritised the needs of my patients and athletes in the clinic, at Premax, we consistently adopt an athlete-centric approach in every decision we make. Addressing sports injuries or developing sports creams necessitates a keen ear for athletes’ needs. Another foundational principle from my physiotherapy practice is the commitment to evidence-based methods, applying rigorously tested and proven approaches from high-quality research to manage injuries or conditions. This same evidence-based approach extends to Premax, where I meticulously research each ingredient, ensuring that every product lives up to its promises as stated on the packaging.
ISB: How do you envision Premax Performance Skincare’s growing in the next couple of years?
RC: I foresee significant and sustainable growth for Premax in the coming years. As the health and wellness industry flourishes and outdoor sports gain popularity, we are well-positioned to tap into a growing market of fitness enthusiasts who also value skin health. However, to remain at the forefront, we must continue working hard on upholding our brand reputation, expanding distribution channels, and continuing to listen and innovate.
ISB: What is the most valuable lesson you’ve learned in your business journey that you would like to impart to an aspiring entrepreneur?
RC: The most valuable lesson I’ve learned on my business journey is the delicate art of balancing intuition with external input. While trusting your instincts is crucial, it’s equally important to seek and value quality external perspectives. Striking this harmony has been pivotal in taking my idea to building a proper business. I’d encourage any entrepreneur to embrace their intuition, but recognise the power of collaboration and diverse insights, they can be the catalysts for transformative growth and success in the entrepreneurial journey.
