Meet Mike McDaniel

We had the good fortune of connecting with Mike McDaniel and we’ve shared our conversation below.

Hi Mike, what was your thought process behind starting your own business?
My business came together sort of organically; I didn’t set out for it to become a business. But products I was making for myself had demand and buyers found me and wanted to purchase them. I’d make a few sets of our flagship product—Monster Straps—and sell them at races and events right out of my vehicle. I constantly had to keep making more; first 12 pairs, then 25, then 50 pairs at a time. At some point it just made sense to form an LLC, figure out volume manufacturing, and get a webstore running to handle the flow of orders.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Mile 22 is a very small company compared to many other businesses, because our market is very specialized and niche. Traditional (prone) paddleboarding is a microcosm of surfing and lifeguarding, and worldwide, there’s just not that many people who do it. It’s mostly lifeguards, endurance athletes, and some surfers. While SUP blew up the past 15 or so years, prone paddling grows at a much slower pace. The challenge has been to penetrate this market deeply, and become known as the go-to brand for serious, high quality gear. Our products, the Fuel Dock hydration systems for example, are significantly more expensive than those of our competitors, but it’s absolutley a get-what-you-pay-for situation. I want Mile 22 customers to know that when they buy our gear, they get superior materials, clever features, extensive testing to the point of breakage, and a commitment to proudly standing behind everything we make. When customers call with an issue or question, the owner (me) answers the phone and gives them my time and expertise happily. I can talk about paddling and products all day.

My approach to designing our products and running a business is very organic. I try not to overthink, just do what feels right. Talk to our athletes and friends, process feedback, and make changes with an open mind. I think there is something to be said for being the right size in your market. Not trying to blow this up or get rich. I’m enjoying the process and having a lot of fun along the way.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
As a water person, I love the beach communities: Redondo, Hermosa, Manhattan Beach. This is the spiritual ground zero of prone paddling anyway, with Joe Bark and his family keeping the torch lit for this sport for 4 decades. Many of the fastest paddlers and most serious competitors in prone live and train here, and so much of the history and tradition of this sport resides in this part of LA. We’re going to go to the beaches, go paddling out to the R10 buoy, go surfing… maybe get on a boat and go out to Catalina for the day. Definitely going to the R10 Social House at the harbor, and Hennessy’s for beers. The new statue erected in 2023 that honors the Catalina Classic race at the foot of the Manhattan Beach Pier is a must see for any of my paddling friends, and a walk out onto the pier to look out across the channel to Catalina, and just breathe in the salty air. These are my favorite places in LA, by far.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I got into prone paddling about 20 years ago, because I wanted to be a stronger, better surfer. Learning to surf in your 30s is not easy, at least it wasn’t for me. I decided that I must become a stronger paddler, so the hunt was on for a prone board. They are not just lying around everywhere in Central California, but I enlisted Santa Cruz lifer and Mavericks surfer Zach Wormhoudt to help me find one, and he did. He introduced me to Big Dave King, and Dave sold me a board. I knew it would make me stronger, but I didn’t realize that I was inadvertently joining a fraternity of watermen, who welcomed me into their tight circle, and have become great friends. But it was Zach who opened the door for me, and his club—the Ghostryders Waterman’s Club—has always encouraged me and inspired me to more fully embrace a lifestyle focused on the ocean, and mentorship toward younger surfers and lifeguards. And tailgating. The GRWC mantra is “Surf. Paddle. Tailgate.” Words to live by.

Website: https://mile22.bigcartel.com

Instagram: @miletwentytwo

Image Credits
1. Toa Pere (orange board), photo by Tony Wodarck/Florence Marine X @tonywodarck. 2. Mike surfing Cloudbreak/Fiji. 3. Mike/portrait in Big Island/Hawaii. 4. Jonathan Wayne Freeman using Mile 22 Monster Straps in Mexico. 5-6. Fuel Dock hydration systems. Mike/beach in Mexico.