How SharkBanz Pioneered the Shark Deterrent Industry & What’s Next

Regardless of where we surf, the type of board we ride, and our skill level, all of us surfers have the same fear in the lineup: sharks lurking beneath our toes.

If you're surfing on the East Coast, you may be worried about small but powerful bites from bull sharks; if you're surfing in the murky and chilly waters of California, you may be worried about great white sharks; and if you're visiting Hawaii on a trip you've always dreamed of, you may be worried about tiger sharks.

The fear alone is enough to cut short a potential all-time surf session — and I'm speaking from experience.

These fears and dangers are what Sharkbanz aims to address; in 2015 they released a shark deterrent that you could wear while surfing.

More than 10 years later, Sharkbanz is the leader in shark deterrents for surfers — and all ocean enthusiasts — around the globe.

What fueled their growth to become such a trusted world-wide name? How exactly does the technology work? And, as they look ahead to the next 10 years, how are they planning on innovating?

At its core, Sharkbanz is an inspiring story of surfers identifying a problem, finding a solution based in conservation and research, and seeking to enhance the ocean experience for all.

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Prior to 2015, it's hard to call the shark deterrent industry, well, an industry.

The only way to truly protect yourself from a shark attack, aside from not entering the water, was to house yourself in a metal cage. To surf or to swim in shark-infested waters was a risk that you simply had to take — and you had to hope for the best.

But in 2015, after a close friend had been bitten by a shark in the Carolinas, Nathan Garrison and his father, David Garrison believed what seemed far-fetched ... the "hope for the best" model wasn't effective, nor was it worth it; there had to be a way to prevent shark attacks in a way that protected both the surfer and the shark.

They dug deep looking for a solution, and discovered a growing body of evidence of specific magnets interfering with a shark's highly-sensitive electro-receptive senses. In theory, if a shark approached a surfer or swimmer wearing this magnet, it would exhibit repellent behavior and swim away, a win-win for both parties.

The two believed in the research and magnets so much that they began testing it themselves with sharks in nature — putting their own safety at risk. After seeing how well it truly worked, they brought it to the marketplace as Sharkbanz, a wearable device that could repel shark attacks.

The Sharkbanz team at their first Surf Expo in 2015 showcasing their product and research. Photo courtesy Sharkbanz

"When I think back to that time, I didn’t set expectations for what would happen," co-founder Nathan Garrison said. "Expectation is the thief of joy. If you go into something with good intentions and you strive to make something that offers people value, it'll work out, and thats what’s happened."

Nathan explains that his goal was to make something simple, affordable and wouldn't impact performance in the water — and above all, something he would use himself.

"If I could achieve those 3 things in one product, then I would want to use it, and I believed other people would want to," he said.  "The goal was really to address the needs of any oceangoer."

As part of its marketing campaign, Nathan and the Sharkbanz team attended the 2015 Surf Expo, selling the industry not on fear, but to give it a try and see the results for yourself.

One of their larger marketing campaigns came from just that: Discovery Channel-like video series where they put their own products to the test — baiting dolls with bloody fish, attaching a Sharkbanz, and seeing what happens next.

The results on video were all the proof any surfer needed to get a Sharkbanz. But part of the reason to protect yourself with Sharkbanz isn't only to prevent a shark attack; it was to create a priceless peace of mind.

"The more time you're in the water, the more the odds go up you'll have a shark encounter," Nathan said. "So why wouldn't I want something to reduce the risk?"

Nathan explained it from a monetary standpoint this way: if you surf 100 times a year and wear a $138 Sharkbanz, that's $1.38 per session, and far cheaper than hospital bills. So, for less than a cup of coffee a day, you can help protect yourself from a potential shark attack.

Nathan Garrison (Co-Founder), David Garrison (Co-Founder), and Davis Mersereau (VP) celebrate Sharkbanz being awarded top honors for 'Outrageous Acts of Science' in August of 2016. Photo courtesy Sharkbanz

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"It’s not magic; it’s magnetism," is how Bethany Hamilton describes Sharkbanz. "And it allows us to transform one of shark's most powerful hunting tech into tool to enhance our safety in the ocean."

Sharkbanz partnership with Bethany Hamiltion was organic, and spoke to the effectiveness of the product. Photo courtesy Sharkbanz

Being one of the most famous shark attack survivors in the world, and the most renowned shark attack surfer in the surf industry, Nathan and the Sharkbanz team dreamed of working with Bethany Hamilton — but only if it was a natural fit. After all, they didn't want to convince her with dollars to endorse the product.

The two organically connected, with Bethany a tremendous fan of the product for herself and her family.

"The first time on the beach with her wearing the product was a pinch me moment," Nathan said, thrilled that what was once an idea in his mind was now endorsed by one of the most well-known surfers in the world.

Sharkbanz's partnership with Bethany is just one of several partnerships that has spread the word of the potential of the technology. Another has been partnering with the ESA, where winners at the annual Championship get a product. "Anyone getting starting surfing, one of their top fears is sharks," Nathan said. "Parents of kids just starting out it's a great way to get over that hump."

Another partnership led to a brand new product. "We wanted to make a surf specific and low-profile option that was easy to integrate with existing surf gear, in this case the leash," Nathan said. The result, the FCS Sharkbanz Pod, is so small that you're guaranteed to forget it's even there after tying it to your leash and paddling out. Best of all? At its $120 price point, it's very affordable.

The FCS partnership is an example of why Nathan co-created the technology in the first place: so he could utilize it. "It was a dream to partner with FCS and bring it to the market place so surfers like me could use it, and it would be affordable and not impact performance," he said.

With FCS, the ESA and Bethany being recent core-surf partners, Sharkbanz has also had partnerships with other groups, some of whom Nathan could have never expected. One example: the team found themselves at the Vietnamese Ministry of Defense discussing ways that Sharkbanz products can help Vietnamese Special Forces, though any more details are classified.

Through these partnerships and the success of the technology, Sharkbanz products have reached core surfers and ocean-goers around the world, and lately, the company has evolved into making products for not just those swimming in the ocean, but also those fishing.

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The term "waterman" has caught on in the last decade, because when the waves are flat, surfers continue looking for ways to stay in or on the water, and that includes fishing.

From the murky waters of New Smyrna to Dana Point, Haleiwa and everywhere in between, many surfers fish — and can now utilize a similar Sharkbanz product to enhance their experience.

Sharks stealing your catch? Try the Zeppelin. Photo courtesy Sharkbanz

"The catalyst for our fishing product — the Zeppelin — was people losing fish," Nathan explained. By tying the Zeppelin to your fishing line — simply swap it out with the sinker — you can use the same surf tech to repel sharks who are after the fish you're reeling in.

"Our goal is to enhance your time on the water, and if it helps you save one or two trophy Snappers, Tunas or Black Groupers, then it's worth it," Nathan said.

The Zeppelin is endorsed by many fishermen around the country, including record-holder and multi-generational sport fisherman Captain Billy Delph. Photo courtesy Sharkbanz

Just as the team tested their surfing products on sharks in the ocean, they've singlehandedly tested their fishing product — with impressive results. Nathan and the team were were fishing off the Florida coast with NFL Hall of Famer Warren Sapp, who reeled up a heavy amberjack with a Zeppelin on the line.

From the surface, everyone could see some shark activity below, but when they viewed the footage afterwards, they were in awe. As Sapp reeled, dozens of sharks chased the fish, so many that it looked like a tornado. Despite this, they didn't touch the fish, having been repelled by the Sharkbanz technology. And here's the video proof.

"That would be instance where you have to give the product credit ... there's no way it would have survived otherwise," Nathan said.

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For the leader in shark deterrents for surfers, fishermen, and all ocean enthusiasts, what does the next 10 years look like?

Sharkbanz is a company fueled by passion with a product backed by research. Photo courtesy Sharkbanz

It's a continuation of the same values have led them to be leaders in the industry: transparency about what the product can and can't do; excellent customer where they exemplify the golden rule of treating others the way you want to be treated; finding a balance where conservation and industry are clashing and more.

All of that, and more innovation. The Sharkbanz team has several new generation products they're tight lipped about. The goal is to make their technology even more effective.

At the end of the day, Sharkbanz will continue their simple mission: trying to help people enjoy their time in the water.

"If you have a concern about sharks and want to reduce that risk, I would encourage you to try our products because peace of mind effect is real, especially if you forget it one time and you can sense that it's a sharky environment," Nathan said. "A lot of times the best surf or dive sessions happen in wilder areas where sharks are at play. Sharkbanz can make your time in the water more enjoyable, and that's what we're about: helping people enjoy their time the fullest in the water. "

Check out Sharkbanz' products right here.