Aquapac to the Max

September 30, 2019 / Abbie Baynes  / 

Aquapac, innovators of waterproof cases and bags has welcomed back Massimo (Max) Malavasi, one of the Company’s original founders.  His return as Co-CEO coincides with the re-appointment of Spring PR to handle the PR for the brand in the UK.  One of Spring’s tasks is to support Aquapac with the relaunch of the brand’s website and provide content for a new blog entitled The Expert Centre.

We wanted to find out what brought Max back and where he sees the future of waterproofing…

As one of the original founders of Aquapac, where did your inspiration come from to launch the Company?

“Two friends of mine had an idea to waterproof a Walkman (remember those?) when they first came out in 1982. We were in our early 20s, keen windsurfers and one of them asked me if I wanted to start up a company. Listening to music while you windsurf? ‘What an amazing idea!’, I thought. It was a lightbulb moment. 

“We took a very basic prototype made of wood and polythene and developed it. We sold it to Boots and Currys but they didn’t sell through as the design wasn’t good enough, even though it worked. 

“It did lead us to exhibiting at the London Boat Show in 1984. There, our first successful product emerged; a hand-held VHF radio which we still sell today in lots of different versions. When Sony launched the waterproof Walkman several years later we knew our idea was vindicated.”

What has brought you back to Aquapac?

“I left the Company in 1999 after running it for 16 years. I was tired and needed a change. I sold most of my shares (but kept 10%) to my successor in 2005. He decided to retire this year and I felt there was unfinished business. We bought him out and now wish to fulfil the potential of Aquapac.” 

How has the Company changed and developed in the time you were away?

“The team here at Aquapac have done a lot of good work, many of whom have been here for 20 years plus. The main changes are the width and scope of the 

product range. We have a wide range of waterproof cases and bags including duffles, rucksacks, daysacks and totes. I’m still getting my head around the whole range!

“Our core business is still 100% waterproof cases for phones, VHFs, tablets, cameras. We have also branched out more into specialised cases for the TV and film industry as well as some medical products. 

 “When we launched the Aquapac range in 1994, we were pioneers. There was really only one other company globally which we competed with and they were only focused on waterproofing cameras.  I have come back in 2019 and we have over 40 imitators and competitors. We have spawned a whole mini-industry.”

What are your hopes for the future of the Company and are these different from the original aspirations?

“We believe we have a great brand in Aquapac and it’s hard to think it’s been 36 years since launching. We are working on a number of new projects and 2020 will hopefully be an interesting year for the Company as we plan to launch about 20 new products.

“We want to make even better products which are both more practical and sustainable from design to materials to manufacture and for use by our customers. Bottom line is we want to satisfy our customers more and be more respectful of our planet. Our cases are designed to be used again and again.

“Next year will see also a whole new professional range of products. We have always been originators and pioneers and that’s what we intend to keep doing. Our mission is to find new solutions, make quality products and treat our customers well.”

What’s your favourite way to pass time on the water?

“I’m a bit older now but I like dinghy sailing and also sailing with some of my friends who own yachts. I whitewater-rafted again after a long time this summer which was a blast. I can see myself getting into kayaking and I’d like to explore some coastlines, especially around Cornwall and Scotland.”

What’s your favourite Aquapac product and why?

“Our VHF cases. Our first one was created back in 1984 and called the AQ2. It was our second-ever product and is now a family of products.

“In September 1982, I went windsurfing in Morocco with friends. I was swept out to sea when the wind changed 180 degrees and started to blow a gale. My friends swam out to help me, one successfully, but we couldn’t get back to shore due to the strong wind and current. We were at sea for 6 hours and blown about 7 miles out in a huge swell. We were terrified as there were no boats or anyone around so I began to despair. A ship carrying butane called the Butacuatro from Bilbao in Northern Spain, on its way to the Canary Islands, passed just 200 m away and stopped to save our lives.

“We were lucky, very lucky. It only twigged in late 1984 that what I needed was a hand-held VHF radio in an AQ2 to call for help that day. That’s why these cases have always been special to me. In 1988, a yacht owner came up to me at the London Boat Show and said our cases had saved his life when his boat capsized. I have heard that a number of times over the years.”

Have you ever dropped your phone down the toilet?!

“I dropped my phone down a toilet only two years ago. That was expensive! Otherwise, I am lucky enough to have a pretty good collection of Aquapacs, so this doesn’t happen very often. I’ve taken photos with Aquapacs on the Barrier Reef, in the Alps and lots of amazing places. Lots of great memories.”

Meet Naomi: Spring PR’s Latest Recruit

June 19, 2019 / Abbie Baynes  / 


A couple of months ago, I decided that it was time for a change and made the huge decision that after four years it was time to leave my flat, friends and job in London and move back to the countryside and closer to family.

I studied Fashion Promotion at University and, after accidentally falling into PR whilst interning, have worked at Fashion PR agencies since graduating. Coming from a PR background and having always loved the outdoors and exercise, I was fairly certain that Spring PR was going to be the perfect fit for me and after meeting Stephanie and the team I knew that I was going to enjoy working here.
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Mental Health Awareness Week – An Interview with Beth French

May 17, 2019 / Jas  / 

As Mental Health Awareness Week reaches its climax, we talk to inspirational Ocean Swimmer, Beth French about how body confidence should be uppermost on our agendas.  Taking time out from her busy schedule, Beth spoke with the Spring PR team on how swimming and a new perspective on body image changed her life and why we should follow suit.

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Inside Spring PR: Meet Abbie

April 30, 2019 / Abbie Baynes  / 

Meet Abbie Baynes, one of our Account Executives who predominantly looks after the Hydro Flask, Reima and LifeStraw brands. She’s been with Spring since joining us as a Digital Marketing Apprentice four years ago. We’d describe her as our reliable rock – hardworking and dedicated with a bubbly fun side. How would she describe us? Let’s find out.

Abbie (right) in the Brecon Beacons



What brought you to Spring PR all those years ago?

“I was just about to go to university to study marketing but was struggling to come to terms with three more years of education and having to quit my part-time job to do so. Much to my parents’ dismay, I looked into alternative options and found that I could do a higher-level apprenticeship which would give me the best of both worlds. That’s when I came across Spring PR. I loved the idea of working in a small, friendly team and a business that was growing with room for me to develop. 

 “They were looking for someone to do digital marketing whilst attending college. I remember being terrified when I pulled up, dressed in my mum’s brand-new shirt (sorry, mum!) for my first interview. Thankfully, Stephanie liked me enough to hire me (well, she hasn’t said otherwise yet!) and so my marketing career began.”

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New Job Opportunity at Spring PR!

April 29, 2019 / Abbie Baynes  / 


Senior Account Executive
Full time, 35 hours plus occasional overtime
Spring PR, Malmesbury
Competitive salary
Application: please apply by sending your CV and covering letter to stephanie@springpr.com.

Are you looking for a new and exciting career opportunity to work at one of the most renowned active lifestyle PR agencies in the outdoor industry?  Spring PR is based in the picturesque Wiltshire countryside on the outskirts of Malmesbury and we are looking for a Senior Account Executive to bring their enthusiasm, expertise and energy to help us grow. 

We’re a small team who pack a punch and work with some of the biggest and most innovative brands in the outdoor active lifestyle industry including Mammut climbing, Hydro Flask drinking bottles, SMITH sunglasses, Elliot Brown Watches, Polartec fabrics and Yogamatters.  We have recently gained a number of new clients and are now looking for someone with solid consumer PR experience to add value by hitting the ground running and taking ownership of a group of accounts.

We’re looking for a confident self-starter with proven media contacts in the consumer, lifestyle and national news sectors and meticulous planning skills.  Someone who is full of creative ideas, has a friendly approach, dedicated attitude, attention to detail and is keen to develop their PR and marketing career within our company would be suited for the role.

We are a friendly team of people with a number of long-standing employees and the company’s Founder, Stephanie Briggs, is still heavily involved.  We regularly organise and run media events, alongside our day to day office-based work and pride ourselves on a hardworking, enthusiastic, close-knit office culture. 

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